Customer Feedback
Self-service analytics and reporting for customer feedback insights powered by Project Lantern
Stakeholders
The following stakeholders are involved in the development and requirements gathering for the Customer Feedback portal:
- Richard Astbury
- Kieran Clarke
- Ana Martirosyan
- Andrew Ross
- Kirstie Clark-Stone
- Kathryn Duley
- Ryan Dawson
Customer Feedback Analytics
The Customer Feedback self-service portal provides comprehensive analytics and insights into customer feedback across all touchpoints, enabling data-driven decision making and improved customer experience.
🎯 Project Status
Current Phase: Requirements Gathering & Design
Expected Launch: 16th March 2026
Platform: Databricks / Omni Analytics
🗺️ Survey Journey Timeline
We capture customer feedback at four key touchpoints throughout the customer lifecycle. Note: Customers can choose to disconnect at any point in time, and the Post Disconnection Survey (TOUCHPOINT 4) is collected whenever a customer leaves, regardless of when in their journey this occurs.
Customer Survey Journey Map
Complete customer feedback journey from acquisition through renewal or disconnection, showing all survey touchpoints. Note: Customers can disconnect at any time, and the Post Disconnection Survey (TOUCHPOINT 4) is collected whenever they leave. For visual clarity, it is shown at the end of the journey path.
Key Questions
The following questions have been identified by stakeholders as critical for understanding customer feedback. These questions will guide the development of data sources, metrics, and KPIs:
What is our overall Net Promoter Score (NPS) and how has it changed over time?
How does Customer Satisfaction (CSAT) vary by survey touchpoint (Post Purchase, In Life, Post Upgrade, Post Disconnection)?
What are the main reasons customers give low NPS or CSAT scores, and how do these reasons differ by customer segment?
How does NPS and CSAT correlate with customer churn, and can we predict churn risk from survey responses?
What is the response rate for each survey type, and how does response rate impact the reliability of our NPS and CSAT metrics?
Of the customers that rate us poorly in the In-Life Qualtrics survey, how many of them have contacted us in the previous month?
Where did our new customers come from (by network based on port in data), split by week, and what were the reasons they joined (based on post purchase survey)?
What impact does NPS have on Customer Lifetime Value?
Business case: Every 1 point increase in NPS could result in £1m in additional margin each year
What impact does NPS have on customer tenure?
What impact does NPS have on churn rates?
What does NPS look like for someone who has contacted customer services vs someone who has not?
Note: NPS survey to be completed after the interaction
How does open feedback change week-over-week (WoW) and month-over-month (MoM)?
Requirement: Report View widget showing trend analysis of open feedback volume and sentiment over time
How does feedback differ between Post-purchase and In-life survey responses?
Requirement: Toggle functionality to switch between Post-purchase and In-life response analysis
What is the breakdown of positive vs negative feedback, and how does this trend over time?
Requirement: Comparison widget showing positive vs negative feedback distribution and trends
Can we cross-reference CMP transaction numbers with negative comments and CMP events when customers contact us?
Requirement: Widget linking complaint management system (CMP) transaction numbers to negative feedback comments and contact events
Where are customers reporting negative comments about coverage, and can we visualise this by postcode?
Requirement: Geographic map widget showing negative coverage-related feedback by postcode
Can we automate the analysis of open-text customer feedback using AI to identify themes, trends, and pain points?
Requirement: Automated AI-powered analysis of open-text feedback to replace manual weekly processing, enabling faster identification of trends and issues
💡 Question-Driven Development
These stakeholder questions directly inform the required data sources, metrics, and KPIs. Each question requires specific data points and analytical capabilities to answer effectively.
Data Sources
The Customer Feedback portal integrates data from multiple touchpoints to provide comprehensive insights:
Data Integration Points
• Qualtrics Survey Data - Post-purchase, In-life, Post-upgrade, and Post-disconnection surveys (NPS, CSAT, open-text feedback)
• Complaint Management System (CMP) - Transaction numbers, contact events, and complaint details
• Customer Contact Data - Contact history, channels, and interaction details
• Geographic Data - Postcode and location data for coverage analysis
• Trustpilot Reviews and Ratings - External review platform data
• Syniverse Porting Data - Network port-in/port-out information
⚠️ Current Challenge
Manual Processing: All open feedback is currently reviewed manually, taking significant time each week.
Data Availability: The existing Qualtrics → Data function feed contains the necessary data; a new Report View with AI insights is required to automate analysis.
Report View Requirements
The Customer Feedback Report View will provide automated analysis and reporting capabilities through multiple interactive widgets:
Trend Analysis Widget
Compare how open feedback changes week-over-week (WoW) and month-over-month (MoM) to identify trends and patterns.
Survey Type Toggle
Toggle between Post-purchase and In-life survey responses to analyse feedback by survey touchpoint.
Sentiment Comparison
Compare positive vs negative feedback with visual breakdowns and trend analysis over time.
CMP Cross-Reference Widget
Cross-reference CMP transaction numbers with negative comments and CMP events when customers contact us, enabling root cause analysis.
Coverage Map Widget
Visualise customer negative comments about coverage by postcode on an interactive map to identify geographic coverage issues.
AI-Powered Analysis
Automated AI analysis of open-text feedback to identify themes, trends, and pain points, replacing manual weekly processing.
🎯 Expected Benefits
Operational Efficiency: Significant time savings by automating manual feedback analysis
Better Visibility: Enhanced visibility of customer sentiment for weekly and incident-related analysis
SLT Reporting: Enables senior leadership team reporting and faster identification of pain points
Trend Monitoring: Robust reporting capabilities to track trends and patterns in customer feedback
Metrics & KPIs
The Customer Feedback portal provides instant access to:
- Net Promoter Score (NPS) trends and breakdowns
- Customer Satisfaction (CSAT) scores by channel and product
- Top themes and topics from open-text feedback
- Benchmark comparisons (month-over-month, year-over-year)
- Customer segment performance analysis
Get Involved
We're actively seeking input from stakeholders to ensure the Customer Feedback portal meets your needs. If you'd like to:
- Provide input on requirements and features
- Participate in user testing
- Receive updates on development progress
- Request early access when available
Please contact the Data & AI team through your usual channels or via the Analytics & AI Platform support.