Professional summary

Lance A. Bettencourt, PhD, is a founding partner of Service 360 Partners, business speaker, and a customer-focused innovation thought-leader and advocate.

Lance helps companies to gain a deep understanding of value from a customer perspective in order to enable innovative thinking and drive customer-focused change. Through a combination of training, research, and workshops, Lance provides companies with a unique perspective on opportunities that can both transform current customer experiences and shape entirely new products, services, and business models.

Lance has worked with many of the world’s leading companies to uncover innovation opportunities, including ADP, Microsoft Corporation, Colgate-Palmolive, Hewlett-Packard Company, State

Engagement overview

I rely on my experience and expertise to propose what is best for each client’s situation. As such, my engagements vary in both size and focus. However, they all incorporate a unique and powerful perspective on customer needs to support client decisions.

For clients who seek a big impact with a modest investment, I might suggest a one-day workshop that quickly aligns a team around customer-focused priorities and actions.

For clients who need insight to shape a current innovation opportunity, I might rely only on customer interviews to give insight into unmet needs and the features of an ideal service.

And, finally, for clients who require a deep understanding of customer needs to guide innovation and strategy investments, I might also recommend prioritization of customer needs followed by one or more action-oriented strategy workshops.


• Abbott Medical Optics
• Chiquita
• Colgate-Palmolive
• Collective Brands
• Covidien
• Dunn & Bradstreet
• Ethicon
• Hewlett-Packard
• Ingersoll-Rand
• Intel
• Marriott
• McDonalds
• Microsoft
• Morningstar
• Roche
• State Farm Insurance
• Toronto Dominion Bank
• Tyco
• Wellpoint


When it comes to overall service metrics, research is clear that the value of service metrics like net promoter, customer satisfaction, and customer commitment depend on industry and on what measure of firm performance is being driven. For example, net promoter may do better for a restaurant at predicting likelihood to return, whereas customer satisfaction may do better for an investment service a... Read more