This question is set to test your ability to identify and analyse customer insight, trends and data, and drive continuous improvement, by identifying and understanding the root cause.

The interviewer will be looking for an example of where you have taken this insight and subsequently developed, implemented and improved your sales process. This could be through the introduction of training, post-sale procedures, a change in marketing communications, or other process improvements, to ensure that the cause of any future complaint is eradicated.