customer experience for a large U.S. health-care company, I would never have predicted that my team at Frog would end up speaking with a group of hairdressers in Pensacola, Florida. But one of our first activities was to ask typical customers, “Who do you turn to for advice when your child is sick?” A number of women we interviewed mentioned that they frequently discussed personal health issues with their hairdressers. Unlike a pharmacist or even a doctor, a hairdresser has nothing at stake in selling health products, which makes her at once trustworthy to her clients and a potentially very
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