Find out what’s
getting in your
customers’ way.

Customer research and practical service improvement for Irish businesses.

When customers go quiet, keep chasing or run into the same problem, the reason isn’t always obvious. I speak to your customers and team to understand where things become difficult, then help you make and test practical improvements.

Let’s talk
A customer’s route starts straight, loops around a sticking point, and continues. A closer look
A customer’s path rarely runs straight.

Everyday problems

Sound
familiar?

  1. You send the quote. Then silence.

    People seem interested, but once the quote goes out, you rarely hear back.

  2. Customers keep chasing for updates.

    Your team spends time answering calls and emails from people who just want to know what happens next.

  3. The same complaints keep coming back.

    Your team sorts things out for one customer, then the next customer hits the same snag.

How it works

Start with
one problem.

We choose one part of your service that needs a closer look. It might be the gap between an enquiry and a booking, the handover into delivery, or what happens after the work is done.

I speak directly with customers and staff, in person where practical, and review the messages, documents and steps behind their experience. Together, we identify what to change and test it in your day-to-day work.

A focused first project

Before we begin, we agree the question, who we need to hear from, the timescale and the fee.

  1. A clear picture of what customers experience and how the work gets done.
  2. Findings grounded in customer conversations and your team’s experience, with the reasoning made clear.
  3. Prioritised improvements we can put into practice together, with a simple way to check whether they help.

An example of the approach

Behind the
chasing calls.

Customers keep calling for updates. Before adding another reminder, I’d look at what they were told, who owns the next step and where information stops reaching them.

The change might be a clearer confirmation email, a better handover between colleagues or an update at the right moment. We’d test it, then check whether customers feel better informed and need to chase less.

The person behind Otherwise

About Suzanne

I’m Suzanne Sheridan. I co-founded and ran an Irish specialist recruitment business for 11 years. That meant working with clients, candidates and colleagues through decisions, delays and handovers—and seeing how easily a small gap in communication could become a bigger problem.

I’ve since completed service design training at NCAD. I started Otherwise to bring that practical business experience together with research into what customers need and how a service can work better.

You work directly with me, from the first conversation through to testing improvements. I listen carefully, make the reasoning behind recommendations clear and keep the work grounded in what your team can use.

Get in touch

Let’s talk.

Where are customers losing interest, chasing for answers or finding things harder than they should? Tell me what you’re noticing. A few lines is plenty to start.

We’ll talk through the problem and whether a focused piece of research and improvement would help.