Samantha Seaman Coaching

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I see this pattern repeatedly in agri, food and sustainability organisations.Leaders tell me:“Our people are experienced...
15/01/2026

I see this pattern repeatedly in agri, food and sustainability organisations.

Leaders tell me:
“Our people are experienced.”
“They care about customers.”
“We have good values.”

All of that is usually true.

And yet, customer conversations still vary depending on who handles them.

When we look closer, the same things show up every time:
– expectations live in people’s heads, not in shared language
– managers sense inconsistency but can’t easily describe it
– difficult conversations are handled case by case
– escalation happens only once trust is already damaged

Nothing here is dramatic. That’s the problem. The organisation assumes things are working because there are no major failures. The customer experiences something very different - subtle uncertainty.

What changes things isn’t more motivation or more training.
It’s clarity.

Once organisations can see where conversations start to drift, and why, confidence increases quickly, for teams and for managers.

This pattern is exactly why I always start with a Customer Conversation Audit.



Most customer complaints don’t start with a big failure.They start with a small moment that didn’t feel right.A question...
13/01/2026

Most customer complaints don’t start with a big failure.

They start with a small moment that didn’t feel right.

A question answered vaguely. A pause that felt uncertain. A tone that didn’t quite reassure. Individually, these moments seem insignificant.

But to the customer, they add up.

By the time a complaint is raised, trust has already been eroded - quietly, over time. This is why organisations are often surprised by complaints.

They’re looking for the problem at the end of the journey.

The customer felt it much earlier.

And when those early moments depend on individual judgement rather than shared standards, inconsistency becomes invisible inside the organisation - but obvious to the customer.

This is why the first step is always to identify where conversations start to wobble, not just where they finally break.

It’s one of the clearest patterns that shows up during a Customer Conversation Audit.

𝐈 𝐚𝐬𝐤𝐞𝐝 𝐟𝐨𝐫 𝐨𝐧𝐞 𝐭𝐡𝐢𝐧𝐠 𝐢𝐧 𝐏𝐚𝐫𝐢𝐬. 𝐈 𝐠𝐨𝐭 𝐬𝐨𝐦𝐞𝐭𝐡𝐢𝐧𝐠 𝐜𝐨𝐦𝐩𝐥𝐞𝐭𝐞𝐥𝐲 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭.Three days in Paris and I came home with two things...
12/01/2026

𝐈 𝐚𝐬𝐤𝐞𝐝 𝐟𝐨𝐫 𝐨𝐧𝐞 𝐭𝐡𝐢𝐧𝐠 𝐢𝐧 𝐏𝐚𝐫𝐢𝐬. 𝐈 𝐠𝐨𝐭 𝐬𝐨𝐦𝐞𝐭𝐡𝐢𝐧𝐠 𝐜𝐨𝐦𝐩𝐥𝐞𝐭𝐞𝐥𝐲 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭.

Three days in Paris and I came home with two things...

A full camera roll… and a fresh reminder about communication!

Paris was everything you’d imagine. The architecture, the food, the wine, the culture. Just breath taking.

But here’s what really stood out.
If you can’t communicate clearly, things get complicated fast.

I have a GCSE in French, so I went in feeling quietly confident.... until I had to put this into practice! There were a few moments where my “basic French” and a bit of hopeful pointing didn’t get my point across. I thought I was being clear. I thought I was asking for one thing.

What arrived was… not that.
Different dish. Different expectation. Different outcome.

To be honest, we laughed, it was kind of funny and I could hear my children saying, oh Mummy not another rogue choice (Campari and matcha latte being the others to date!).

But it made me think about something I see all the time in business.
When communication breaks down, the outcome starts drifting.
Not because the other person is difficult.
Not because your product or service isn’t good.

But because the message didn’t land the way you thought it did and when that happens with customers, the cost is higher than a wrong order.

It shows up as:
* Misaligned expectations
* Rework and frustration
* Complaints that feel “out of nowhere”
* A customer who leaves thinking “they just didn’t get me”

If you’re struggling to communicate with your clients or customers, don’t be surprised if the outcome isn’t what you expected.

That’s exactly why I run a Customer Conversation Audit.

Not a big fluffy exercise. A practical look at the real conversations your team is having, where things get misread, where trust wobbles, and where a small shift in language would change the whole outcome.

Most organisations believe their teams know what good service looks like.And they’re usually right. The problem isn’t aw...
11/01/2026

Most organisations believe their teams know what good service looks like.

And they’re usually right. The problem isn’t awareness.

It’s translation.

“Good service” is often defined as a value, not a behaviour. So under pressure, people are left to interpret it for themselves.

That’s when:
– tone varies
– boundaries blur
– decisions depend on confidence, not clarity
– managers struggle to coach what they can’t clearly describe

Telling people to “be more consistent” doesn’t work when there’s no shared definition of what consistency actually sounds like in real conversations.

Before you train skills, you need standards.

Before you measure outcomes, you need clarity.
This is why I always start with diagnosis - not training.

Because once teams agree on what good looks like in the moments that matter, confidence rises and consistency follows.

This gap is exactly what a Customer Conversation Audit is designed to uncover.

Most inconsistency in customer conversations doesn’t come from poor intent.It comes from 𝒑𝒓𝒆𝒔𝒔𝒖𝒓𝒆.When people feel rushe...
08/01/2026

Most inconsistency in customer conversations doesn’t come from poor intent.

It comes from 𝒑𝒓𝒆𝒔𝒔𝒖𝒓𝒆.

When people feel rushed, uncertain, or emotionally loaded, their thinking narrows. They rely on habits, shortcuts, and personal judgement - not policy or values.

That’s why two capable people can handle the same situation completely differently.

Under pressure:
– listening drops
– tone changes
– decisions become reactive
– confidence wobbles

And when confidence drops, consistency disappears.

This is why customer experience problems can’t be fixed with training alone.

If people haven’t been helped to think clearly and respond confidently in pressured moments, the organisation ends up relying on individual resilience instead of shared standards.

That’s not a people issue.

It’s a behavioural one.

Inconsistent customer experience is a predictable outcome when behaviour under pressure is left to chance.

This is what a Customer Conversation Audit is designed to reveal.

If your customer experience depends on who handles the conversation, you don’t have a CX problem....You have a consisten...
06/01/2026

If your customer experience depends on who handles the conversation, you don’t have a CX problem....

You have a consistency problem.

Because the customer isn’t buying your team.
They’re buying your company. And right now, your company sounds like two different people.

Here’s what that looks like in the real world:
* Same organisation.
* Same product.
* Same policy.

A customer asks a simple question.
One person says:
“Yes - no problem. We can sort that today.”
Another says:
“No, we don’t do that. It’s not possible.”

So what does the customer think and feel?
* Not reassured.
* Not supported.

They feel uncertainty. And uncertainty is expensive.

Because now they’re thinking:
“If it depends who I get… can I trust them with anything bigger?”
Most leaders underestimate this damage. They treat inconsistency like a training issue. Customers experience it as risk.

Three early signs your customer experience is person-dependent:
– Answers change depending on who picks up
– Policies exist, but live in people’s heads
– “Let me check with X” is a standard response

This is one of the first patterns I look for during a Customer Conversation Audit.

Most customer experience problems I see in agri, food and sustainability organisations aren’t caused by poor intent or l...
05/01/2026

Most customer experience problems I see in agri, food and sustainability organisations aren’t caused by poor intent or lack of effort.

They’re caused by inconsistent customer conversations.

Different teams. Different people. Different responses under pressure.

That inconsistency quietly erodes trust, increases complaints and affects retention long before anyone labels it a “CX issue”.

That’s the work I do. I help agri, food and sustainability organisations build consistent, confident customer conversations using positive psychology and human behaviour, so customer experience isn’t dependent on who happens to answer the phone or manage the relationship.

This isn’t generic CX training or scripts.

It’s about understanding how people think and behave under pressure, then giving teams and managers clear standards for how customer conversations should sound, feel and flow.

The starting point is always a Customer Conversation Audit.
It provides a clear picture of where conversations are breaking down and what to fix first.

Over the coming weeks, I’ll be sharing patterns I see across the sector and practical insight from this work.

31/12/2025

Wishing everyone a very happy new year and here’s to the year of the horse. I love setting new goals, creating vision boards and having a clear pathway for the year ahead. It makes it so much easier for your brain to focus on what is important and where your energy should lie.

Ditch old unhelpful habits that don’t serve you, start making bold decisions that will take you on a new path and give you vibrancy and energy.

No excuses, no I shall start tomorrow. Start today, make it count and watch things grow. You only ever regret the things you don’t do in life, so start the year with a different mindset.

As we are about to close the door for 2025, I thought I would take the chance to reflect as it is all too easy to think ...
21/12/2025

As we are about to close the door for 2025, I thought I would take the chance to reflect as it is all too easy to think we haven't come that far and not made any progress.

Summarising this year, made me think, how much has changed and how many small steps translated into big things. I launched my website, I trained organisations in Peak Performance with Mindspan, coached numerous clients, spoke at International Women's events, launched the Synergy Circle, featured on podcasts and spoke on the radio twice. I learnt to say yes to opportunities, to collaborate with others, to grow myself and invest in my business. Being coached myself is key to growing my business as well as helping others do the same.

Thank you to everyone who has played a part, however big or small it was, it means a lot and know that if someone else can do it, so can you 🌟.

Today is my last day before I shut the laptop for Christmas hols, the children break up today, they are exhausted and I ...
19/12/2025

Today is my last day before I shut the laptop for Christmas hols, the children break up today, they are exhausted and I can't wait to have some lazy mornings in Pajamas looking for that naughty elf, watching christmas movies in front of a fire, baking mince pies and drinking copious amounts of hot drinks and perhaps a few glasses of bubbles thrown in! This time of year is always so magical when you have little people in the house, keeping the dream and spirit of christmas alive and soaking it all in, as lots of my clients tell me that it only seems yesterday they were doing that with their kids and they are now at uni or have flown the nest!

I shall be back at my desk on Monday 5th January, with the odd post thrown in over Christmas but any emails will be replied to in the New Year.

Wishing all of my clients, friends, family and linked in family a very Merry Christmas and a prosperous New Year! I feel 2026 is going to be a good one and excited to see how it reveals itself 🚀.

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