Introduction

I led a complete transformation of Ten-X Commercial's Voice of Customer program, migrating from outdated survey infrastructure to an integrated feedback system with real-time intervention capabilities.

Role: Lead UX Researcher | Timeline: 6 months (2019)

Problem Statement

Ten-X's customer feedback system had become a liability. Surveys hadn't been updated since 2017, yielded a dismal 0.25% completion rate, and produced only 80 responses per quarter—far too little signal to inform product decisions or improve customer experience.

Approach

• Audited existing survey methodology, tooling, and deployment strategy
• Led platform migration from Qualtrics to GetFeedback with native Salesforce integration
• Redesigned survey approach: shortened questions, deployed at journey-stage touchpoints instead of random sampling, increased coverage from 10% to 33% of visitors
• Built automated real-time intervention system to route unhappy customers to support for proactive resolution
• Created reusable survey templates and training materials to scale research best practices

Solution

Transformed the Voice of Customer program from a reactive, low-signal system into a scalable, integrated feedback engine:

• Right-sized tooling: Simplified from enterprise Qualtrics to purpose-built GetFeedback
• Journey-stage targeting: Deployed surveys at key moments (search, listing view, bid, close) with relevant questions
• Real-time intervention: Automated workflows to flag dissatisfied customers and route them to support for immediate outreach
• Modular templates: Enabled rapid survey creation and iteration across teams

Impact