From start-up to hidden champion, TurnFriendly, founded by Marco Rothberg in 2001, has developed from a simple idea to a comprehensive Customer Experience Management System. Working as an IT consultant, Rothberg saw that customers were seldom asked about their opinion or input for a solution. From this insight, development on TurnFriendly, a software assisting customer experience management in all kinds of environments, began. In 2000, during one of Rothberg’s early projects in the banking sector, it became necessary to ask customers about their opinion regarding real-time stock quotations. To do so, a first version of a web-based questionnaire was created over the course of nine months. The questionnaire was tested and quickly a difficulty arose: What happens when the customer is not satisfied?