Sometimes the most powerful insights come wrapped in the simplest phrases.
That's what Rufus Weston—insights leader, consultant, and veteran of BBC, Nike, Just Eat, and HelloFresh—discovered when his CMO at Just Eat shared a mantra that would reshape his entire philosophy on customer experience: "Love your customer like you love your wife."
In the latest episode of How to Love a Customer, our CEO & Co-Founder Mikhail Dubov sits down with Rufus to explore how decades of experience across media, sportswear, food delivery, and beyond have taught him what truly makes customer insights matter—and what doesn't.
👉 Subscribe & listen to the latest episode here
🔑 Key Takeaways from the Episode
1. Technology Changes, But the Core Challenges Don't
Rufus started his career at BBC News during the era of telephone surveys. Since then, he's watched the insights industry evolve through online surveys, web analytics, big data, and now AI. The pace of technological change has been relentless—and it's only accelerating.
But here's what hasn't changed: getting a seat at the table. Whether it's 2005 or 2025, insights professionals still face the same fundamental battle—proving their value, communicating impact, and making the case that they're not just a cost center but a driver of growth.
"Right from the start, my boss told me about communication and trying to get a seat at the table. Those challenges have been there in almost every single job I've ever had." — Rufus Weston
2. Love Your Customer Like You Love Your Wife
At Just Eat, Rufus worked under Adrian Blair (now CEO of Trustpilot), a leader who embodied customer obsession. Adrian's mantra—borrowed from Sergey Brin of Google—became a guiding principle: treat your customer with the same care, attention, and commitment you'd give to someone you deeply love.
This wasn't just a feel-good slogan. It was a cultural anchor that aligned product, operations, and leadership around what really matters: the customer experience is the business model.
"If your product is your customer experience, then everything else flows from that." — Rufus Weston
3. Insights Teams Need Three Things to Succeed
Rufus breaks down what it takes for customer insights to actually drive change:
- A strong insights team that knows how to communicate, tell stories, and prove impact
- A customer-focused company culture where CX isn't just a buzzword
- Leadership willing to listen and act on what the data reveals
When all three align, insights become unstoppable. When even one is missing, you're fighting an uphill battle.
4. Stop Treating CX as a Cost Center
One of Rufus's most provocative takes? ROI calculations for customer experience are often misleading—and sometimes harmful.
Here's why: CX impact is messy. It's not just about whether someone orders more food or buys more sneakers. It's about whether they tell a friend, leave a review, or stay loyal through a crisis. Traditional ROI studies often underestimate this value, leading companies to cut the very investments that drive long-term success.
The better approach? Treat customer experience as part of your business model, not a line item to justify.
"If you believe in great customer experience, you will make a great customer experience. And if you make a great customer experience, you will achieve great results." — Rufus Weston
5. Great CX Doesn't Need to Be Flashy
When asked about brands killing it in CX, Rufus didn't name a tech giant or a luxury brand. He talked about Abel & Cole and Riverford—vegetable delivery services that delight his parents with patient, genuine customer service.
Their secret? They're not trying to be performative. They're just solving problems, being kind, and treating customers like family. It's not about gimmicks or "surprise and delight" stunts—it's about reliability, empathy, and making people feel valued.
"They see them as part of an extended family of people, like the local neighborhood vegetable grocer of the past." — Rufus Weston
6. The Dutch Government Gets It (Seriously)
In a surprising twist, Rufus calls out the Dutch government for having one of the best customer experiences he's encountered as an expat. Their DigiD system—a seamless, secure login that works across all government websites—is simple, fast, and effective.
It's a reminder that great CX isn't exclusive to startups or tech companies. Any organization, with the right mindset and investment, can deliver exceptional experiences.
💡 What This Means for CX Leaders
Rufus's career offers a masterclass in navigating the evolving world of customer insights. Here's what today's CX leaders can take away:
- Technology will keep changing. Your job is to keep storytelling. New tools make insights faster and more powerful, but they don't replace the need to communicate impact clearly.
- Culture and leadership matter more than frameworks. The best insights in the world won't drive change if your company culture doesn't value them.
- CX isn't a cost—it's your competitive advantage. Stop defending your budget with ROI studies that underestimate value. Start building experiences so good they become the reason customers stay.
- You don't need to be flashy to be great. Sometimes, the most powerful customer experiences are the simplest, most human ones.
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If you work in CX, Product, Insights, or UX, this podcast is for you—packed with real stories, honest reflections, and lessons you can apply tomorrow.
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Episode Notes:
00:00 — Meet Rufus Weston, Insights Leader & Consultant
From BBC to Nike to Just Eat to HelloFresh—and now running Rufus Consulting.
03:00 — The Evolution of Customer Insights
How technology has accelerated from telephone surveys to AI, and why some challenges never change.
05:00 — Getting a Seat at the Table
Why communication and storytelling are eternal skills for insights professionals.
07:00 — Love Your Customer Like You Love Your Wife
How Adrian Blair's mantra shaped Rufus's approach to customer-centricity.
20:00 — The Three Pillars of Insights Success
What it takes for insights teams to drive real change: team strength, culture, and leadership.
30:00 — Why ROI Calculations Can Be Misleading
The danger of underestimating CX value and treating it as a cost center.
35:00 — Customer Experience as a Business Model
Why the best companies bake CX into their DNA instead of treating it as an add-on.
40:00 — Brands That Get It Right
Abel & Cole, Riverford, and the surprising excellence of the Dutch government's digital experience.
45:00 — Final Thoughts & Advice for CX Leaders
Rufus's perspective on what the industry still gets wrong—and how to fix it.
