About
Scott
Duncan
Strategy, behavioural design, and unit economics — applied to the businesses where customer follow-through determines everything.
Strategy, behavioural design, and unit economics — applied to the businesses where customer follow-through determines everything.
I've spent 25 years in strategy and customer experience consulting — leading PwC Québec's CX Strategy practice across healthcare, retail, financial services, and public sector — before building Experience Economics as a focused method for the businesses where it matters most.
The pattern I kept seeing: organisations with good demand and poor follow-through. Patients who intended to book but didn't. Donors who started a gift but abandoned it. Companies with strong acquisition and weak activation. In every case, the unit economics were telling a clear story — and nobody was listening to it.
Experience Economics is the method I built to change that. It starts with the unit — the patient visit, the completed gift, the activated account — and maps every customer behaviour that determines its value. Then it sizes the prize and ranks the levers, so you always know what to fix first.
I run DuncanLCD Advisory, based in Montreal. I work with clients everywhere.
We start by defining your core economic unit and mapping the customer journey stages that determine its value.
We measure where customer behaviour is underperforming at each stage and calculate what each gap costs you.
Every gap gets sized in revenue, utilisation, margin, and cash timing so you know what to fix first.
The ranked list becomes a practical action plan your team can implement, with a measurement framework to track progress.
"The goal isn't a report. It's a change in what your business measures and what it does about it."
Most advisory engagements end with a presentation. Experience Economics engagements end with an implemented system — one your team understands, can run, and can improve over time.
I work directly with the owner or senior operator. Engagements are designed to be practical and low-disruption: a focused diagnostic, a prioritised plan, and implementation support that stays close to execution rather than hovering above it.
Confidentiality is the default. I don't share client names, numbers, or identifiable details without explicit permission. The case studies on this site use anonymised patterns, not specific clients.
If you're working on a capacity-constrained business and want to understand where the economic upside is, a 30-minute call is usually enough to know whether EE is the right fit.
Or book a clarity call →