Princess Auto is a Canadian company, it’s privately owned and they sell tools and equipment to farmers, mechanics, inventors and tons of other tradespeople. They have 48 stores all across Canada and that means that their store employees, their call center employees, everyone and corporate are spread over 4,000 miles of Canadian territory. They don’t call their customers, users or clients, they refer to them as “guests” and they are working to discover their unserved needs every day and that’s why we’re talking to their innovation team - to find out how they stay ahead and how they put their customer experience at the center of their work. This month, we’re pleased to introduce you to Dave Matthes, Imagination Leader at Princess Auto.