The Pioneer Project
We’re on a mission to inspire and enable individuals and organisations to pioneer on behalf of their customers.
What is a Customer Pioneer?
A Customer Pioneer is an organisation that trailblazes on behalf of customers, making things better for them in a way that creates long-term, sustainable commercial success.
Talk to us to find out how we can help your organisation become a Customer Pioneer.
Customer Pioneer Stories
Why are some organisations just great for customers? How have they developed what they do so it works for the customers they serve? Here we share the stand-out stories from some of our Customer Pioneers.
-
![Mother carrying child]()
Mumsnet
After a disastrous family holiday, Justine Roberts realised there was a need that no one seemed to be meeting. A need for parents to be connected to each other, so they could compare notes and benefit from real world learning.
-
![Adult holding baby]()
Glasgow Neonatal Unit
Parent-led care of premature babies in a world that assumed a tech-led approach was needed. A pioneering story about growing confidence that ‘customers’, or at least the parents, really could lead the team to a better way.
-
![Woman looking at mobile phone]()
giffgaff
Customers running a mobile phone company? Sounds mad, but giffgaff’s success started with customers providing their own customer service and later directing business decision-making. All this with giffgaff owned by Telefonica, so interesting for corporates not just start-ups.
-
![Underground tube station]()
Transport for london
A vast public sector body with no competition – not the obvious recipe for a customer pioneer. Yet TfL has continually, bravely found new and better ways to serve people needing to get around the capital city, trusting its workforce, sharing its data and getting energy and direction from its purpose
Looking for more inspiration?
Customer Pioneer Interviews
Each month we talk to a leading Customer Pioneer to understand where their burningness came from, how they discovered what really matters to their customers and their aha! moments that led to real innovation.
Our Thoughts and Opinions
We've spent over 25 years studying, listening to and working with organisations of all sizes and from all sectors. Here we share what we've learned and ideas on how you can pioneer for your customers.
Our Customer Pioneer Community
As part of our Pioneer Project, we are building a Customer Pioneer Community. By bringing senior leaders from across organisations and industries together, we can develop what we do to make things better for customers.
2025 Customer Pioneer Report - The Myth of Feedback
Get more Customer Pioneer insight every month
Sign up to The Pioneer, our monthly newsletter for the best customer-led thinking, examples and case studies