SenseMaker® narrative project on Customer Loyalty
SenseMaker® Use Case
Use Case Description
Use Case Details

Shore’s client, a large multinational business to business publisher, wanted to better understand what makes its customers loyal. Shore’s client did not want to assume it knew all the reasons why customers stayed and at the same time wanted more customers involved than in-depth interviews could give them.

The project has finished the narrative collection phase and analysis has started. The goals of the market research include a deeper contextual understanding of the customer base along with the creation of an action plan.

Shore delivers high value research and marketing services to media and technology companies. The company is located in Westport, CT, USA.

  • Client:

    A large multinational business-to-business publisher

  • Location:


About the Cynefin Company

The Cynefin Company (formerly known as Cognitive Edge) was founded in 2005 by Dave Snowden. We believe in praxis and focus on building methods, tools and capability that apply the wisdom from Complex Adaptive Systems theory and other scientific disciplines in social systems. We are the world leader in developing management approaches (in society, government and industry) that empower organisations to absorb uncertainty, detect weak signals to enable sense-making in complex systems, act on the rich data, create resilience and, ultimately, thrive in a complex world.

Cognitive Edge Ltd. & Cognitive Edge Pte. trading as The Cynefin Company and The Cynefin Centre.


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