Using COM-B and the Theoretical Domains Framework as thinking tools to help guide interviews, feedback etc is very powerful, as it allows you to have a deeper understanding of the why.
That why question can be for example related to
Environment -Group Norms -Social Comparison -Modeling
Knowledge and Skills -Awareness -Memory -Action Planning
Motivation -Incentives -Reinforcement -Anxiety
Knowing why is going to allow you to then choose the right design ingredients (behavior change techniques) to have a better chance of proving your hypothesis and giving your customers and employees the best chance to progress.
Teaching has been quite rewarding for me, especially when it is about behavior change.
Thanks, Giulio Gennari for the kind review of the course, and hope it is serving you well both at work and personally.
If you are interested in this mini-course I'll leave the link in the comments