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CUSTOMER FRAME

Name: CUSTOMER FRAME
Address: 27 James Street, Fortitude Valley, QLD, 4006, AU
Telephone: +611300162997

We close the gap between business strategy + operations, by putting the customer at the heart of eve

28/08/2026

Sometimes the things keeping us stuck don't look like problems anymore.

They look like:

A spreadsheet someone created years ago.
A manual workaround everyone knows how to use.
A process that makes no sense - but nobody questions anymore.
A team quietly picking up the slack for another team.
A customer doing something extra because “that's just how it works.”

+ here's the thing.

These things often started for a good reason.

Someone was solving a problem.
Keeping things moving.
Getting the job done.

But the business has changed since then.
Your customers have changed.
Your people have changed.

+ what worked then might not be what you need now.

So perhaps the question isn't just:
“Is this working?”

Maybe it's:
“Is this still helping us get where we want to go?”

Because sometimes we're not actually stuck.
We're just carrying yesterday's solutions into tomorrow's problems.

👇 What's something your business is still doing because it worked once?

27/08/2026

Sometimes the biggest sign that something isn't working... is that nobody questions it anymore.

The customer has to repeat themselves.
Someone always has to chase someone else.
One team has learned to work around another.
Everyone knows which person can "get things done".

A process takes longer than it should, but that's just the process.
A report gets produced every month, even though nobody really uses it.

+ because these things have been happening for so long, the workarounds start to feel normal.

That's when I get curious.

Not because every problem needs a major transformation. But because the things we've stopped questioning can tell us a lot about where an organisation has quietly become stuck.

I’ve pulled together a few of the signs I’d look for.

👇 How many have become "normal" in your organisation?

25/08/2026

“Yep. That’s exactly us.”

I’ve heard that a few times lately when I’ve been talking to people about how disconnected their businesses have become from their customers.

Different teams pulling in different directions. Different priorities. Different versions of what the customer needs.

+ sometimes, the customer almost disappearing from the conversation altogether.

Usually followed by some version of:

“But what can you actually do about it?”

+ I’ve been thinking about that. Because I find the first part really interesting.

People can see the problem.

They can see the fragmentation + misalignment.
They can see the customer getting lost somewhere in the middle.
They can see it.

They just don’t necessarily believe they can change it.

+ I'm not sure I agree.

Maybe the biggest barrier isn't that the problem is too big. Maybe it's that we've become so used to it that we've stopped believing it can be different.

That thought has been sitting with me this week.

What if we're not as stuck as we think we are?

What do you think? Read the full article, link in the comments.

24/08/2026

As you know, I've been getting out + about a LOT lately. + I'm LOVING it. 🤩

Over the past few weeks I've had the chance to catch up with people I've known for years, meet some brilliant new people, make some unexpected introductions, have some fascinating conversations + hear some great perspectives on what's happening inside businesses right now.

There have been coffees (so many coffees!). Events. Workshops. Introductions.

Random “we should definitely catch up” conversations that turned into really interesting chats.

+ a LOT of talking about customers, businesses, people, growth, what's working...

…+ what's not.

I've come away from so many of these conversations thinking:

𝗛𝗺𝗺𝗺. 𝗧𝗵𝗮𝘁'𝘀 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁𝗶𝗻𝗴.

Sometimes it’s because someone has challenged my thinking, others because I’ve heard a similar thing coming up in different conversations. + sometimes because someone has said something that made me stop + think:

“𝙄 𝙬𝙤𝙣𝙙𝙚𝙧 𝙝𝙤𝙬 𝙢𝙖𝙣𝙮 𝙗𝙪𝙨𝙞𝙣𝙚𝙨𝙨𝙚𝙨 𝙖𝙧𝙚 𝙚𝙭𝙥𝙚𝙧𝙞𝙚𝙣𝙘𝙞𝙣𝙜 𝙚𝙭𝙖𝙘𝙩𝙡𝙮 𝙩𝙝𝙚 𝙨𝙖𝙢𝙚 𝙩𝙝𝙞𝙣𝙜?”

That's one of the things I love about getting out from behind the laptop.

You don't just meet people. You hear things. You notice patterns. You join dots.

+ every now + then, you come away with an idea that you can't quite shake.

I've got one of those at the moment…

But more on that tomorrow. 👀

+ in the meantime, a few snaps from some of the brilliant people I've had the pleasure of spending time with lately. ❤️

21/08/2026

Your customers may be telling you something without saying a word.

Here are five customer behaviours I'd pay attention to:

1. They stop using something.Don't just assume they've lost interest. Ask why.
2. They find a workaround.What have they had to invent because your process doesn't work for them?
3. They always go to the same employee.Why does one person have to compensate for the organisation?
4. They stop asking.Have they decided the answer will be no before they've even asked?
5. They do something themselves that you expected them to ask you to do.Have they found a way around a part of your experience?

None of these necessarily show up as a complaint.

They may not affect your NPS.
They might not even appear in your customer feedback.

But they're data.

+ I'd argue they're some of the most interesting customer data you can have.

The question isn't just:
"Why are customers behaving like this?"

It's:
"What is our organisation doing that makes this behaviour make sense?"

That's where I'd start looking for the clues.

👇 What customer behaviour in your organisation would you most like to understand better?

20/08/2026

There's a difference between listening to your customers + actually paying attention to them.

We spend a lot of time asking customers what they think.

Would you recommend us?How satisfied are you?How was your experience?

Those questions have value.

But there's another source of information we don't always pay enough attention to:

What customers actually do.
Where they abandon something.
What they avoid.
Who they contact instead.
What they do themselves.
Which parts of the experience they simply stop using.

Because customers don't always tell us something isn't working.

Often their behaviour tells us first.

The question is whether we're looking closely enough to notice.

19/08/2026

Your dashboard might tell you things are going well.

Response times are improving.
Complaints are down.
NPS is healthy.

But here's something your dashboard might not tell you:

What are customers having to do to make your business work for them?

The workaround.
The repeated phone call.
The second email.
The thing they do themselves because it's easier than dealing with your process.

Customers don't always complain when something isn't working.
Sometimes they just adapt.

+ those adaptations can be some of the most useful clues you have about where your organisation isn't working as well as you think it is.

I've put together a few examples in this week's carousel 👇

What customer workaround would you most like to uncover in your business?

18/08/2026

Your dashboard knows your business.
But does it know your customer?

You probably know exactly how your business is performing.
Revenue. Sales. Margins. Targets. Growth.

You know what’s up.You know what’s down.You know where you’re against plan. But there’s a whole side of your business your dashboard may never show you.

𝗪𝗵𝗮𝘁 𝗶𝘁’𝘀 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗹𝗶𝗸𝗲 𝘁𝗼 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝘆𝗼𝘂𝗿 𝗼𝗿𝗴𝗮𝗻𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝗮𝘀 𝗮 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿.

+ that’s where things get interesting. Because customers don’t experience your targets. They experience your processes.

Your policies.
Your systems.
Your handovers.
Your emails.
Your waiting times.
Your decisions.

+ sometimes, they experience the workarounds they’ve had to invent because something inside your organisation isn’t working quite as it should.

𝗬𝗼𝘂 𝗺𝗶𝗴𝗵𝘁 𝗻𝗼𝘁 𝘀𝗲𝗲 𝗮𝗻𝘆 𝗼𝗳 𝘁𝗵𝗮𝘁 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗱𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱.

+ here's the uncomfortable bit:

𝘼 𝙗𝙪𝙨𝙞𝙣𝙚𝙨𝙨 𝙘𝙖𝙣 𝙗𝙚 𝙥𝙚𝙧𝙛𝙤𝙧𝙢𝙞𝙣𝙜 𝙬𝙚𝙡𝙡 𝙤𝙣 𝙥𝙖𝙥𝙚𝙧 𝙬𝙝𝙞𝙡𝙚 𝙦𝙪𝙞𝙚𝙩𝙡𝙮 𝙘𝙧𝙚𝙖𝙩𝙞𝙣𝙜 𝙛𝙧𝙞𝙘𝙩𝙞𝙤𝙣 𝙛𝙤𝙧 𝙞𝙩𝙨 𝙘𝙪𝙨𝙩𝙤𝙢𝙚𝙧𝙨.

Not necessarily because anyone is doing a bad job.

But because 𝘁𝗵𝗲 𝗼𝗿𝗴𝗮𝗻𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝗺𝗲𝗮𝘀𝘂𝗿𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝗶𝘁 𝗰𝗮𝗻 𝘀𝗲𝗲 - 𝗿𝗮𝘁𝗵𝗲𝗿 𝘁𝗵𝗮𝗻 𝗻𝗲𝗰𝗲𝘀𝘀𝗮𝗿𝗶𝗹𝘆 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗶𝘀 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗶𝗻𝗴.

So before you add another metric, another survey or another report to the dashboard, perhaps the better question is:

𝗪𝗵𝗮𝘁 𝗶𝘀 𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗳𝗼𝗿 𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀?

I've written this week's newsletter about why I think leaders need to start looking at business performance from the customer's perspective - not just the organisation's.

👇 Read the full article. Link in comment..

+ I'd genuinely love to know:
If you looked at your business through your customer's eyes tomorrow, what do you think you'd see that your current dashboard doesn't show you?

15/08/2026

Loving what you do is NERDING it out in the library on a sunny Saturday.

+ smiling about it!! 😆🤩🙌✊💛

What do you love about your business or role?

12/08/2026

𝗪𝗵𝗮𝘁 𝗶𝗳 𝘁𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝘆𝗼𝘂'𝗿𝗲 𝘁𝗿𝘆𝗶𝗻𝗴 𝘁𝗼 𝗳𝗶𝘅... 𝗶𝘀𝗻'𝘁 𝘁𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺?

When something goes wrong, organisations are quick to look at their people.

✊🏻 More training.
✊🏻 More coaching.
✊🏻 More accountability.
✊🏻 More performance management.

𝗕𝘂𝘁 𝘄𝗵𝗮𝘁 𝗶𝗳 𝘁𝗵𝗲 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝘂𝗿 𝘆𝗼𝘂'𝗿𝗲 𝘀𝗲𝗲𝗶𝗻𝗴 𝗶𝘀 𝘀𝗶𝗺𝗽𝗹𝘆 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝘃𝗶𝘀𝗶𝗯𝗹𝗲 𝘀𝘆𝗺𝗽𝘁𝗼𝗺 𝗼𝗳 𝗮 𝗯𝗶𝗴𝗴𝗲𝗿 𝗼𝗿𝗴𝗮𝗻𝗶𝘀𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗴𝗮𝗽?

✊🏻 A broken process.
✊🏻 A conflicting KPI.
✊🏻 A system that creates unnecessary work.
✊🏻 A policy that makes doing the right thing harder.
✊🏻 A handover that keeps failing.

𝗕𝗲𝗳𝗼𝗿𝗲 𝘆𝗼𝘂 𝗳𝗶𝘅 𝘁𝗵𝗲 𝗽𝗲𝗿𝘀𝗼𝗻, 𝗱𝗶𝗮𝗴𝗻𝗼𝘀𝗲 𝘁𝗵𝗲 𝘀𝘆𝘀𝘁𝗲𝗺.

I've pulled together 7 signs that you might be solving the wrong problem.

👇 How many of these do you recognise in your organisation?

Address

27 James Street
Fortitude Valley, QLD
4006

Opening Hours

Monday	9am - 5pm
Tuesday	9am - 5pm
Wednesday	9am - 5pm
Thursday	9am - 5pm
Friday	9am - 5pm

Telephone

+611300162997

Website

http://customerframe.com/

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