In this episode, Nicole Lev Ross, founder and managing director of Literal North, introduces a concept most business owners and dealmakers have never encountered: Quality of Customer (Q of C). Drawing on a career spanning business valuation, investment banking, and corporate development, Nicole explains why understanding how your customers perceive you can be just as important as clean financials — in M&A transactions and in running a stronger business overall.
Nicole walks through how Literal North conducts Voice of the Customer studies and how doing this years before a planned exit can meaningfully increase a company’s valuation. She shares real-world examples from PE-backed companies and large strategics that used customer intelligence to drive product innovation, reallocate resources, and reignite key client relationships.
Learn more about Literal North at https://www.literalnorth.com/