About Scott Duncan, principal, DuncanLCD Advisory

I led PwC Québec’s Customer Experience Strategy practice, overseeing complex engagements across healthcare, retail, and the public sector. Before PwC, I spent more than 20 years working in strategy and producing award-winning advertising, shaping how organizations communicate value and influence client decisions.

Today, I apply Experience Economics in my work with service-based clinics, applying behavioural economics and service design to improve revenue, retention, and patient outcomes—without adding operational complexity.

DuncanLCD (Listen, Consider, Design) has provided strategic advisory services in communications, digital strategy, user experience and customer experience since 2005.