In this episode, James McGhee from Foot Asylum shares the customer story that completely changed how he thinks about experience design, and it involves a whole butchered pig, a narrowboat, and a freezer that couldn't handle the cold. When James took an escalation call from a customer whose entire year's worth of pig meat had spoiled due to a faulty freezer, he discovered something crucial: the experience you design isn't always the experience customers receive. This self-sufficient customer living on a narrowboat had bought a chest freezer specifically to store his pig, but nobody had educated him about temperature operating limits. What happened next? A ruined investment and a powerful lesson about the gap between what businesses think they're delivering and what customers actually get. James reveals how this moment sparked a transformation at Foot Asylum, where customer feedback became their primary tool for solving operational mysteries that traditional metrics couldn't detect. When delivery partners insisted everything was running smoothly while customer satisfaction plummeted, James used voice-of-customer data to uncover hidden problems like cherry-picked review requests and delayed processing that was invisible to standard logistics reports. The outcome? Improved carrier relationships, better customer experiences, and a culture where every team member is empowered to solve problems with principles, not prescriptions. This episode is packed with insights on building customer-obsessed teams, using feedback to challenge vendor relationships, and why the smallest customer stories often reveal the biggest business truths. Subscribe for more customer experience insights from leaders who turn unexpected moments into lasting competitive advantages.