1.1In the last 12 months, our team has conducted direct conversations with customers — interviews, observation sessions, or co-design workshops — specifically to understand their needs, not to validate a decision already made.

1.2Our customer segments have been translated into design personas — documented profiles that describe how specific customers think, make decisions, and feel — distinct from demographic categories, revenue bands, or product-holding classifications.

1.3The primary sources of customer insight our team relies on go beyond transactional data and NPS scores — we have documented qualitative evidence of why customers behave the way they do.

1.4Our team has produced a documented inventory of the key assumptions we are making about our customers' needs, behaviours, and motivations — and we have actively tested the most critical ones.

1.5In the last 6 months, a specific product feature, service change, or communication decision was altered as a direct result of customer feedback or research — and we can point to the evidence that drove the change.