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As anyone who has ever languished on a customer helpline or had a product fail at a critical moment can attest, the interactions we have with companies and their products influence whether we decide to buy from that company again. In this "Profit through Process" podcast we speak with Annemarie Michaud, a senior Partner with US-consulting firm Continuous Learning Group (CLG). Michaud argues that what makes the difference between a company that excels and one that doesn't comes down to behavior. She says that by applying techniques of Applied Behavioral Science, companies can achieve the results they want and explains how you can easily start using the tools in your business.