Brand measurement across many acquisitions

What does customer experience look like inside a company most people associate with switches, infrastructure, and engineering rather than surveys, empathy, and brand perception?

In this episode, recorded at the Qualtrics X4 event in Seattle, I sit down with Jerome Boissou, Head of Global Customer and Brand Experience at Legrand. Jerome has been with the company for 28 years and now leads a customer experience program designed to help Legrand better understand a customer base that is changing fast.

This matters because Legrand is no longer serving only its traditional markets. The company now operates across a huge product portfolio, serves commercial buildings as well as residential markets, and plays a significant role in areas such as data centers and hospitality.

At the heart of our conversation is Legrand's "Best Of Us" program, which was originally launched in 2018 and then revamped in 2021. Jerome explains that the original focus was on personas and journey mapping, but the company soon realized it needed a more quantitative approach too. What followed was a broader strategy built around three connected pillars: customer satisfaction, customer centricity, and brand equity. Rather than treating customer experience as a dashboard exercise, Legrand is using those pillars to improve business performance, spread customer knowledge internally, and help teams understand what different customer groups really want, expect, and struggle with.

One of the strongest themes in this conversation is that feedback without action creates frustration. Jerome is very clear on that point. He explains how Legrand built a "close the loop" process, then went further with what the company calls a "customer room" process. That means identifying pain points and weak signals, routing them to the right internal teams, tracking them with KPIs, and making sure action follows. He shares that 100 percent of detractors are meant to be handled through that closed-loop approach, and that around 80 percent of pain points can be solved as quick wins. That is a refreshing reminder that customer experience only matters when it changes something.

We also talk about the scale of measuring experience in a global B2B organization. Legrand runs yearly relational surveys for both direct and indirect customers, covering around 50 different personas, and supplements that with transactional surveys across 17 touchpoints. These include digital interactions, training, product launches, and post-case feedback from call centers.

Jerome explains how Qualtrics became a key part of making that global program work, helping Legrand roll out surveys worldwide and giving teams a way to analyze feedback more easily and consistently.

Of course, this being a tech podcast recorded at X4, we also get into AI. But what stood out to me is that Jerome does not talk about AI as a magic layer dropped on top of everything. He talks about context. In fact, context becomes one of the defining ideas in our conversation. Capturing feedback is useful, but understanding the environment around that feedback is what allows better decisions to happen. For Jerome, that is where AI becomes more useful, especially when it is trained within the reality of Legrand's complex markets rather than operating as a generic tool.

Another part of this episode I found especially interesting is how Legrand brings employees into the customer experience process. Jerome shares an example of sending the same surveys to employees and asking them to answer from the customer's point of view.

By comparing employee perception with actual customer feedback, Legrand can spot gaps, adjust training, and help teams build more empathy. In one case, factory teams thought customers were far less satisfied than they really were, simply because the internal metrics they saw every day focused only on pressure and output.

Reframing that with real customer satisfaction data, including a product quality satisfaction score of around 95 percent, helped restore pride and perspective.

This episode is really about something bigger than surveys or software. It is about how a global company can embed customer thinking into the culture, make people feel part of the process, and use data in a way that stays human. Jerome makes a strong case that customer experience in B2B is not separate from performance. It shapes brand perception, trust, internal alignment, and ultimately business outcomes.

I'd love to hear your thoughts. How is your organization making sure customer feedback leads to action rather than just another report?