Voice of Customer Program + CSAT Dashboard — Turning Feedback into Action
- Timeframe
- 2025 – Present
- Role
- CX Program Manager
- Tools / Platforms
- Questback, Power BI, Microsoft Lists, Power Automate, SAP C4/HANA
Executive Summary
A major part of building the CX function was creating a more structured Voice of Customer program for Busch Group USA. Rather than treating surveys as a passive reporting exercise, I worked to build a more action-oriented system — combining CSAT/CES measurement, detractor handling and leadership visibility so customer feedback could drive operational improvement.
Context
The business had the opportunity to create a more formal and visible feedback program across customer-facing functions. Leadership wanted a clearer view of customer sentiment, stronger accountability for results and more actionable reporting by business area. At the same time, closed-loop follow-up on detractors needed a practical process while broader CRM and ticketing capabilities continued to evolve.
The Problem
Customer feedback was not yet fully operationalized as a repeatable management system.
Leadership needed more visibility into CSAT trends, response rates and business-level accountability.
Detractor follow-up needed a structured process rather than relying on ad hoc outreach.
Survey participation was low and needed more executive attention.
Customer friction often spanned multiple teams, making it difficult to turn insights into action.
My Approach
Built the reporting foundation in Power BI for CSAT, CES, response rates and trend visibility.
Structured reporting so leadership could review results by business segment with more accountability.
Created a detractor workflow stop-gap using Power Automate and Microsoft Lists.
Positioned the program around closed-loop improvement, not just measurement.
Worked toward integrating feedback across functions, including future service-related inputs.
Results / Impact
Leadership visibility into customer sentiment
Made customer feedback more accessible and actionable for leadership review.
Action-oriented VoC foundation
Shifted the program from passive survey collection toward structured improvement.
Structured detractor handling
Implemented a practical workflow to capture and track detractor follow-up.
Improved organizational focus
Helped position CSAT and participation rate as meaningful business metrics.
Artifacts
The following materials were developed as part of this work. Full versions are available upon request.
CSAT / CES Power BI dashboard
Executive reporting view for customer satisfaction, effort and trend visibility.
Available upon request
Detractor follow-up workflow
Automated workflow for capturing and tracking detractor outreach using Power Automate.
Available upon request
Executive reporting views
Business-segment reporting designed for leadership accountability reviews.
Available upon request
Response rate and trend analysis framework
Methodology for tracking survey participation and identifying improvement priorities.
Available upon request
Key Takeaways
- Voice of Customer only creates value when it is tied to ownership and action.
- Executive visibility matters — customer feedback becomes more powerful when leaders are expected to respond to it.
- A good VoC program is both a measurement system and a management system.