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.