As many organisations will acknowledge, customer feedback is vital for a healthy business. But when Belgian Leslie Cottenjé found out how meagre feedback systems in (big) businesses were set up, she and her team at Hello Customer set out to build a new generation in feedback systems. It was a great success and is already part of the AXA Bank and several fashion retailers, with some big names knocking at Hello Customer’s door. Being part of a digital agency for five years, Leslie Cottenjé hit a brick wall multiple times when it came to customer understanding of some big projects.