How the relationship works
Most engagements deepen over time rather than starting at full commitment. You bring me in to see clearly first, and the relationship grows from there.
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What changes?
The goal isn't a better CX program.
It's an organization that's better able to act on what it already knows.
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Who this work is for
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Who this work is not for
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"We've made the investment, but the needle isn't moving. Everyone agrees customers matter, but that agreement isn't translating consistently into how the organization acts."
"We know customer experience crosses functions. We just don't have a reliable way to coordinate the decisions, ownership, and priorities that shape it."
This work builds the organizational capability to turn customer understanding into coordinated action across functions. That means making important agreements explicit, clarifying accountability, strengthening how customer evidence enters decisions, and creating better ways to coordinate work no single function controls.
The work will challenge some of the ways decisions, priorities, and responsibilities operate today. That is not incidental to the work. It is where organizational capability starts to change.
Why work with Dennis?
Groundwork CX was not developed through consulting engagements. It was built over fifteen years in the trenches of complex global B2B SaaS.
The methodology emerged through practical experience building customer-insight systems, shared knowledge structures, distributed ownership, governance, and ways for teams to coordinate across functional boundaries.
This work needs enough proximity to understand how the organization actually operates, without creating another permanent owner for work that ultimately belongs across the company. I work alongside the people involved, help make the gaps visible, and support new ways of working as they meet real organizational pressure. As the capability takes hold, more of the work shifts to the people who will carry it forward.
"The Groundwork CX methodology took shape over fifteen years from inside complex, global B2B SaaS. That included creating single sources of customer truth used across product, marketing, engineering and support teams; distributed ownership of customer experience accountability across dozens of people without additional headcount; and governance systems that replaced competing versions of customer reality with consistent decision inputs." — Dennis Lees
Let's start with a conversation
If you're experiencing recurring customer issues, stalled CX investment, cross-functional decisions that don't add up, customer evidence that isn't influencing decisions, or if the ideas on this site are simply resonating more than you'd expect, let's talk.
You may not recognize your exact situation in these pages, but if the ideas, language, or patterns feel familiar, there's usually a reason.
Not ready to book a call?
Send your details and what's prompting the conversation. I'll follow up directly.
Thanks — I'll be in touch.
I read every message personally.
Ready to move?
Grab 30 minutes on the calendar directly. No back-and-forth, no waiting on a reply.
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