The Future of Customer Intelligence: From Insight to Impact

Michael Nguyen

Head of Customer Intelligence

January 22, 2025

Every day, millions of people are trying to tell companies what they want. Most of that feedback goes unheard—trapped in support tickets, buried in survey responses, or lost in social media mentions. For a decade, I've been working to change that.

Today, I'm thrilled to share my next chapter: I've joined Enterpret as Head of Customer Intelligence. This isn't just a career move—it's an opportunity to help solve one of the most critical challenges facing companies today: truly understanding and acting on customer feedback at scale.

The Evolution of Customer Intelligence

Voice of Customer (VoC) programs started as a simple function—capture feedback, measure sentiment, improve incrementally. But in today's landscape, that's no longer enough. Companies are drowning in customer feedback from countless channels, and the ability to transform this unstructured feedback into actionable intelligence has become a competitive necessity.

Through building and scaling VoC programs at Asana and Figma, I've seen this evolution firsthand. What began as basic feedback collection has transformed into something far more powerful. By creating infrastructure that democratizes customer understanding across organizations, we're moving beyond traditional VoC into true Customer Intelligence—where customer feedback becomes a critical foundation for how companies operate and grow.

Why Now? The AI-Powered Inflection Point

We're at a pivotal moment in customer intelligence, driven by two major shifts:

The AI Breakthrough: The 2023 emergence of advanced language models has finally unlocked the true potential of unstructured customer feedback. What used to be an arduous, sample-based process can now be done 10x faster, cheaper, and more accurately.

The Competitive Imperative: As AI reshapes industries, effective customer intelligence will determine category winners and losers. The revenue impact of VoC in this new era will eclipse anything we've seen before. Companies that can operationalize customer feedback will drive innovation, strengthen loyalty, and accelerate growth.

Building the Future at Enterpret

Three key opportunities make this moment particularly exciting:

Building a Coalition of VoC Practitioners: For too long, we've worked in isolation, each pushing to make customer feedback matter in our organizations. Through Enterpret's platform and customers, we're bringing practitioners together to collectively advance the practice and impact of Customer Intelligence. By sharing our challenges, victories, and best practices, we're creating the playbook for how modern organizations can truly operate with customer understanding at their core.
Creating Customer-Centric Infrastructure: We're at a pivotal moment where AI can finally help us unlock the full potential of customer conversations. Enterpret is building the infrastructure that centralizes feedback from every source—support tickets, social media, surveys, sales calls—and transforms it into actionable intelligence that every team can access and understand. This isn't just about collecting feedback—it's about making customer understanding an integral part of every decision.
Building Products People Love: Ultimately, this is about creating a world with better products—ones that truly reflect what customers need and want. With Enterpret, organizations can finally listen to and act on all their customer feedback, not just a sample. When every product decision is informed by deep customer understanding, we all benefit from products that feel like they were built just for us.

Let’s Shape the Future Together

To every VoC practitioner, CX leader, and product builder championing customer voices: your work is essential to building better products. Together, we can elevate our craft and influence throughout our organizations and industries.

Here's how we can connect:

Share your journey: Book a chat
Get inspired: Follow Enterpret on LinkedIn
Be a part of the movement: Community Waitlist - launches Spring 2025

The future of customer intelligence is being shaped right now. Let's build it together.

We chose Enterpret for its intuitive UI and seamless data integrations, which enable us to combine data from all sources and generate deep, multi-layered insights. The Enterpret team ensured a smooth onboarding experience, even increasing data ingestion cadence to provide real-time alerts. The insights we've gained are already driving meaningful change across our organization, and their responsive support and collaborative approach have been invaluable.

Nir Ben Ari

Director, Customer Support, Vimeo

Wisdom saves me hours every week. With 'Summarize with Wisdom,' I can condense feedback with a single click, replacing the tedious process of reading through hundreds of tickets. It’s life-changing!

Jil McKinney

Director of Customer Support, Descript

Before Enterpret, organizing research data took an entire day. Now, research synthesis is 83% faster - it takes just 15 minutes to pull the data and another 15 minutes to start synthesizing. Enterpret removes the manual work, allowing me to focus on strategic thinking with a clear mind.

Mike McNasby

User Research Lead, Descript

We are laser-focused on giving customers more than they expect through a hospitality-first, individualized approach to drive retention and loyalty. Enterpret has allowed us to stitch together a full picture of the customer, including feedback and reviews from multiple data points. We now can super-serve our loyal customers in a way that we have never been able to before.

Anna Esrov

Vice President of Customer Experience & Loyalty

Enterpret allowed us to listen to specific issues and come closer to our Members - prioritizing feedback which needed immediate attention, when it came to monitoring reception of new releases: Enterpret picked up insights for new updates and became the eyes of whether new systems and functionality were working well or not.

Louise Sellars

Analyst, Customer Insights

Enterpret is one of the most powerful tools in our toolkit. It's very Member-friendly. We've been able to share how other teams can modify and self-serve in Enterpret. It's bridged a gap to getting access to Member feedback, and I see all our teams finding ways to use Enterpret to answer Member-related questions.

Dina Mohammad-Laity

VP of Data

The big win-win is our VoC program enabled us to leverage our engineering resources to ship significantly awesome and valuable features while minimizing bug fixes and" keep the lights on" work. Magnifying and focusing on the 20% that causes the impact is like finding the needle in a haystack, especially when you have issues coming from all over the place

Abishek Viswanathan

CPO, Apollo.io

Since launching our Voice of Customer program six months ago, our team has dropped our human inquiry rate by over 40%, improved customer satisfaction, and enabled our team to allocate resources to building features that increase LTV and revenue.

Abishek Viswanathan

CPO, Apollo.io

Enterpret's Gong Integration is a game changer on so many levels. The automated labeling of feedback saves dozens of hours per week. This is essential in creating a customer feedback database for analytics.

Michael Bartimer

Revenue Operations Lead

Enterpret has made it so much easier to understand our customer feedback. Every month I put together a Voice of Customer report on feedback trends. Before Enterpret it would take me two weeks - with Enterpret I can get it done in 3 days.

Maya Bakir

Product Operations, Notion

The Enterpret platform is like the hero team of data analysts you always wanted - the ability to consolidate customer feedback from diverse touch points and identify both ongoing and emerging trends to ensure we focus on and build the right things has been amazing. We love the tools and support to help us train the results to our unique business and users and the Enterpret team is outstanding in every way.

Larisa Sheckler

COO, Samsung Food

Enterpret makes it easy to understand and prioritize the most important feedback themes. Having data organized in one place, make it easy to dig into the associated feedback to deeply understand the voice of customer so we can delight users, solve issues, and deliver on the most important requests.

Lauren Cunningham

Head of Support and Ops

With Enterpret powering Voice of Customer we're democratizing feedback and making it accessible for everyone across product, customer success, marketing, and leadership to provide evidence and add credibility to their strategies and roadmaps.

Michael Nguyen

Head of Research Ops and Insights, Figma

Boll & Branch takes pride in being a data driven company and Enterpret is helping us unlock an entirely new source of data. Enterpret quantifies our qualitative data while still keeping customer voice just a click away, adding valuable context and helping us get a more complete view of our customers.

Matheson Kuo

Senior Product Analyst, Boll & Branch

Enterpret has transformed our ability to use feedback to prioritize customers and drive product innovation. By using Enterpret to centralize our data, it saves us time, eliminates manual tagging, and boosts accuracy. We now gain near real-time insights, measure product success, and easily merge feedback categories. Enterpret's generative AI technology has streamlined our processes, improved decision-making, and elevated customer satisfaction

Nathan Yoon

Business Operations, Apollo.io

Enterpret helps us have a holistic view from our social media coverage, to our support tickets, to every single interaction that we're plugging into it. Beyond just keywords, we can actually understand: what are the broader sentiments? What are our users saying?

Emma Auscher

Global VP of Customer Experience, Notion

The advantage of Enterpret is that we’re not relying entirely on human categorization. Enterpret is like a second brain that is looking out for themes and trends that I might not be thinking about.

Misty Smith

Head of Product Operations, Notion

As a PM, I want to prioritize work that benefits as many of our customers as possible. It can be too easy to prioritize based on the loudest customer or the flavor of the moment. Because Enterpret is able to compress information across all of our qualitative feedback sources, I can make decisions that are more likely to result in positive outcomes for the customer and our business.

Duncan Stewart

Product Manager

We use Enterpret for our VoC & Root Cause Elimination Program. It's helping us solve the issues of aggregating disparate sources of feedback (often tens of thousands per month) and distilling it into specific reasons, with trends, so we can see if our product fixes are delivering impact.