The year is 1914. You've saved up a small fortune ($260) and want to buy one of those incredible new Ford Model T cars. How do you go about the decision making progress? Remember there's no Internet, no car enthusiast magazines and no community forums to aid in your research.

So what do you do? You probably start by seeking out and talking to existing owners. After all, the best way to inform your purchase decision is to talk to people who have already purchased the product to understand their experiences - good and bad.

Fast forward to today. The truth of the matter is that little has changed. We still look to the experiences of others when considering purchases. What has changed is the medium and, as a result, our reach as individuals. 

Buying behaviors of the modern consumer


Use public search engines as the initial point of information discovery


Cite consumer opinion as the most trusted source of information


Suggest that social channels are influential during the decision-making process


Publish their brand/
product experience
to ‘protect others’ from a similar experience

This is great news for businesses. It means that your customers (or for that matter your investors, your employees, your partners, ...) are expressing their likes and dislikes about your business each and everyday through digital media. In essence, there's a real-time focus group about you running every minute of every day.

But herein lies the problem - Companies aren't wired to listen. Instead, most leverage digital to broadcast marketing messaging and the like, completely unaware of the high-value insights that lie within reach. 

Atop this challenge, modern businesses still operate almost completely in silos. Sales, marketing and service teams (as example) operate largely independently as they focus on departmental level objectives and KPI's.

Does a customer care about how you're structured internally? Of course not. They simply want a seamless experience from consideration through post-purchase.

This leads us to the real opportunity at hand. To achieve this goal, we need to overcome the challenges above. We must focus on perfecting the end-to-end customer experience through the use of  insights and organizational alignment. Only then can we move to a model where we activate and amplify our customers to share their experiences with ourselves, their networks and the rest of the world.

This is our passion.

The Level 5 Group guides organizations through the process of customer experience transformation by embedding voice of the customer insights throughout ever aspect of their business. We break down departmental silos, rallying organizations around a unified view of the customer experience with a focus on meaningful and measurable business outcomes.