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Editorial reflections on what makes client experience actually work.

Written by Jessica Dalziel, Refine explores how service businesses retain trust, deepen relationships, and grow more intentionally without chasing surface-level tactics. Drawing on nearly 20 years in agency leadership, these posts unpack what actually drives retention, client satisfaction, and sustainable delivery.

This is a more thoughtful and human take on the quiet drivers of performance: strategy, systems, clarity and human connection.

Refine delivers thought leadership on first-hand experiences that shape strategy of CX, delivery, and growth. Want insight that actually moves the needle?

Featured reads:

Retention isn't reactive. Image of two agency staff working on a client contract.

Retention Isn’t Reactive. It’s Intentional.

“Retention isn’t just about preventing churn, it’s about actively creating loyalty.”

When flexibility becomes a liability. Picture of an agency executive frustrated with her head in her hands.

When Flexibility Becomes a Liability.

“The best client experiences are built on clear boundaries, mutual accountability, and proactive structure—not people-pleasing.”

Illusion of AI simplicity. Picture of some technology icons and buttons for search to portray AI.

The Illusion of AI Simplicity

“Technology doesn’t dictate process, it reflects it.”

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