Bob Serling is the Founder of Licensing Lab, a consulting firm that helps companies understand why customers buy and how to create marketing that drives more sales. He is a buying behavior specialist known for uncovering the real motivations behind customer purchasing decisions. Bob pioneered the Customer Created Framework, a customer-driven approach to developing products, offers, and marketing strategies. He has spent more than 35 years helping businesses improve customer experience, increase conversions, and accelerate growth.

Many businesses struggle to understand what truly motivates customers to buy. As a result, they create products, services, and marketing messages based on assumptions rather than real customer insights, leading to missed opportunities and underperforming campaigns. How can companies uncover what customers actually value and use that knowledge to drive growth?

Bob Serling, a buying behavior specialist and founder, explains that the key is regularly speaking with customers to understand their experiences, frustrations, goals, and buying motivations. He recommends asking what challenges led customers to seek a solution, what alternatives they tried that failed, and which aspect of a product or service they would never want to lose. Bob emphasizes that businesses should focus on customer experiences rather than features, incorporate customer feedback into marketing and product development, and use AI as a research tool to supplement — not replace — direct customer conversations.

In this episode of The Customer Wins, Richard Walker interviews Bob Serling, Founder of Licensing Lab, about uncovering the real reasons customers buy and using those insights to improve marketing and customer experience. Bob discusses why most marketing offers fail, how customer feedback can dramatically increase revenue, and the role AI can play in supporting customer research and market analysis.

David Reeve is the Founder and CEO of InvestorCOM, a compliance technology company that helps wealth management firms streamline regulatory requirements, investor disclosures, and retirement rollover processes. He has led the company for more than three decades, building long-term partnerships with leading financial institutions across North America. David leads InvestorCOM in delivering simple, advisor-friendly technology that improves compliance and enhances the client experience. He is recognized for his expertise in wealth management technology, regulatory innovation, and helping financial advisors become more productive and effective.

Financial advisors and wealth management firms face mounting pressure to balance regulatory compliance, investor protection, and operational efficiency. At the same time, emerging technologies like AI are rapidly changing how firms deliver services, manage risk, and support advisors. How can organizations simplify complex compliance processes while improving productivity and maintaining a high-quality client experience?

David Reeve, a wealth management technology and compliance expert, shares how firms can address these challenges by focusing on simplicity, usability, and automation. He explains the importance of reducing friction in advisor workflows, creating clearer investor disclosures, and using AI to enhance productivity without compromising data security or regulatory requirements. David also discusses how firms can capitalize on retirement rollover opportunities, support advisor growth, and leverage technology to drive more effective client outcomes.

In this episode of The Customer Wins, Richard Walker interviews David Reeve, Founder and CEO of InvestorCOM, about simplifying compliance and driving growth in wealth management. David discusses the impact of AI on advisor productivity, the importance of retirement rollover compliance, and strategies for achieving organic growth. He also explores advisor demographics, investor disclosures, and the future of technology-enabled financial advice.

Artem Koren is the Co-Founder and CPO at Sembly AI, an AI-powered meeting intelligence platform that helps teams capture, organize, and act on insights from conversations and meetings. He leads the company's product vision, building AI tools that improve collaboration, productivity, and decision-making for modern organizations. With a background in systems engineering, enterprise consulting, and product leadership, Artem specializes in creating human-centered AI solutions for the workplace. Since co-founding Sembly AI in 2019, he has helped pioneer innovations in meeting intelligence, AI teammates, and agentic workflows.

Businesses today are overwhelmed by meetings, information overload, and rapidly evolving AI technology. Many leaders struggle to understand how AI agents, automation, and large language models can improve productivity rather than add complexity. As AI transforms the way people work, how can organizations adapt quickly without losing the human element?

Artem Koren, an expert in AI-powered productivity and meeting intelligence, explains how businesses can simplify workflows by using AI to capture, organize, and activate knowledge from conversations. He shares how organizations can embrace AI-first thinking, adopt agentic workflows, and redesign software experiences around collaboration between humans and AI agents. Artem also discusses the importance of building reliable AI systems, helping teams transition into new ways of working, and preparing for a future where agents communicate and solve problems autonomously.

In this episode of The Customer Wins, Richard Walker interviews Artem Koren, Co-Founder and CPO at Sembly AI, about the rise of AI agents and the future of work. Artem discusses overcoming resistance to AI adoption, differences between frontier and open-source AI models, and how agent-to-agent collaboration will reshape enterprise software and productivity.