Garrick Square
Independent customer intelligence for B2B companies

Your customers will tell us what they won't tell you.

We talk to your customers independently, find out what they actually think about your product, your pricing and your competitors, then help you act on it.

Book 15 minutesHow it works ›
The problem

Your customers seem happy. Right up until they leave.

In B2B, customers rarely tell you what they really think. There's a relationship to manage, a renewal coming up, and nothing to gain from being difficult. So you get the polite version, and the polite version is what ends up in your reporting.

What it costs you
  1. 01Churn you didn't see coming
  2. 02Expansion that stalls on “no budget”
  3. 03Pricing decisions made on a hunch
  4. 04Competitors you hear about after the deal is gone
The obvious objection

"We already talk to our customers."

Good. You should, every week. Account managers, customer success and your CSAT score run the relationship, and the business can't function without them. But a relationship is exactly why they never hear the whole truth.

“We had a competitor in last month. Their reporting is better and we're paying for seats nobody uses.”

“The renewal uplift annoyed our CFO. Another one like it and we go to tender.”

“Your first rollout burned us. Nobody here wants to go through that again.”

“I give everyone a nine. It's quicker than explaining.”

Illustrative. The kind of gap independent interviews surface, not quotes from clients.

We sit in the middle.

Like a mediator, or a lawyer, we have no relationship to protect and nothing to sell. Your customers speak to an independent senior operator. Their answers are anonymised and pooled, so nobody's account is put at risk by being honest.

Then we bring it all back to you: what most of your customers actually think, which competitors they're looking at, what worries them about price, and what would get them to spend more. Along with a clear view on what to do next.

Who it's for

If your customers pay $100 a month, a survey is probably enough. If they pay $50,000 a year, it isn't.

Customers paying real money

Usually $5,000 a year or more per account. The more each customer is worth to you, the more it matters what they really think.

Enough of them to find patterns

We're looking for what most of your customers think, so you need enough of them for a pattern to show up. One loud customer isn't a trend.

Past product market fit

Customers chose you and many stayed. Growth is harder than it should be, and nobody inside the business can quite say why.

Good times to do this
  • Before a pricing or packaging change
  • After churn you didn't see coming
  • When expansion stalls on “no budget”
  • Before a raise or a board strategy session
  • When an investor wants an independent read on a portfolio company

If an account is worth $50,000 a year, finding out why two of them are quietly leaving pays for the engagement several times over.

How it works

Two steps. We usually start with the first.

The filter from the top of the page, taken out.

01
Understand · Customer intelligence

The truth about your customers

We talk to your customers, your churned accounts and your lost deals, independently and in confidence. Anonymous collection first, then structured one on one interviews, run by a senior operator rather than an AI agent or a junior researcher.

You decide who we approach and how they're introduced.

What you get back
  1. 01What your customers value most, in their words
  2. 02Where you're falling short, and how badly
  3. 03Which competitors they're weighing, and why
  4. 04How they really feel about what they pay
  5. 05Who is at risk, and what would keep them
How long it takes

Three to five weeks. Fixed scope and fixed price, agreed before anything starts. A written report and a live debrief with the person who ran the interviews.

74% vs 25%

In a controlled study, people who had genuinely done something were asked about it. Answering anonymously, 74% admitted it. Answering confidentially, 25% did.

Ong and Weiss, Journal of Applied Social Psychology, 2000
02
Act · Commercialisation

Turning what they said into revenue

Pricing, packaging, positioning, how you sell and how you grow existing accounts. We work from what your customers actually told us, and we do the work alongside your team.

Where we start

With the findings from step one, or a short diagnosis if you're coming straight here.

What we change

Whatever the findings point to. That might be the pricing model, the offer, how renewals and upsells are run, or how the team sells.

When we leave

When your team can run it without us.

Already have a clear read on your customers? Start here.

Why us

We've sat in your seat. We've run sales, customer success and account management, so we know how customers think and what it takes to sell to them.

We also know your team doesn't have the time to do this properly. They're running a million miles an hour keeping the business going. The alternative is to not do it at all, or to keep relying on surveys nobody fills in.

Who we are

Led by a former Chief Revenue Officer.

30×

ARR growth over ten years at VendorPanel.

97%

Logo retention over his last two years running revenue.

110%

Net revenue retention over the same two years.

45

The commercial team he ran by the end, in a business that grew from six people to 95.

Matt Clyne, Founding Partner of Garrick Square
How we're set up

Matt leads every engagement and runs the interviews himself. Where a piece of work needs specialist help, we bring it in.

Matt Clyne

Founding Partner

Matt bought into VendorPanel and joined when it was six people. He spent the next ten years there as Commercial Director, then Chief Revenue Officer, then Executive Vice President, running sales, marketing, customer success, implementation and account management.

He took the business into the United States from a standing start, built the team there, signed the first cornerstone customers and ran global revenue through to a strategic exit to Unimarket, an Accel-KKR company. Along the way he raised Series A, B and B+, and bought and integrated a competitor. Before that, he held global sales, product and implementation roles at Fraedom (acquired by Visa), cloudBuy and PageUp People.

He has lived and worked in Melbourne, Sydney, London, San Francisco and Los Angeles, and is now based in Amsterdam. He founded Garrick Square in 2026 and leads every engagement. He also invests personally in a small number of B2B and technology companies, including Heidi Health and HEO.

LinkedIn ›
Writing

Recent briefings

On the gap between what customers say and what they mean. Free to read, no sign up.

The Fiction of Satisfaction

Why NPS, CSAT and quarterly surveys produce a structurally false picture of customer health.

Read ›

The Hierarchy of Truth

How information distorts as it travels upward, and why your best people are managing you rather than telling you.

Read ›

The Expansion Blind Spot

Why “no budget” is almost never the reason a cross sell died, and why your white space isn't what your CRM says it is.

Read ›
Start a conversation

What are your customers not telling you?

Start with a 15 minute call. Tell us what's going on with your customers and we'll tell you whether we can help.

Book 15 minuteshello@garricksquare.com