Customer experience didn’t exist.
Not talking about a bad one, there was well, none.
• Reviews came in across platforms
• Social comments were inconsistent
• Emails were scattered
• Action depended on who noticed what
If something got flagged, it was handled.
If not, it was missed.
I pushed to take ownership of this.
It took effort to even create that function.
Once that was clear, we started from zero:
• brought App Store, Play Store, social, and email into one view
• introduced a direct feedback channel to leadership
• created a structured way to filter signal from noise
We started seeing ~20 emails/day.
Most of it was noise (category-driven), but ~5% was real feedback.
And that 5% mattered, so we routed it into:
• product
• CX
• strategy
Soon we realised there was a response gap.
Email wasn’t enough and users weren’t always reachable.
So we introduced a WhatsApp response layer.
Which later became the base for a community channel.
Then we went a step further.
Instead of relying only on inbound feedback, I reached out to users directly:
• spoke to paying users to understand what was working
• spoke to churned users to understand why they left
• followed up personally over calls and WhatsApp
This gave us real context behind behaviour.
We also worked with satisfied users to capture testimonials,
offering product-led incentives where relevant.
This didn’t just change visibility.
It changed:
• direct user insight
• feedback loops
• speed of action
Customer experience improved because we finally understood users properly.
The company will always put itself first. You should too.
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