Turning Insight into Action Across the Organisation
Every CX and Product team collects mountains of customer feedback, yet only a few manage to make that information truly useful. The real progress happens when insights move beyond dashboards and start shaping what teams actually do.
At our How to Drive Actionable Insights Across Teams Roundtable, we caught up with Obi Santos, Senior CX & Insights Leader at VivoBarefoot, Agne Schveyher, CX Manager at MPB and Samuel Harding, CX Lead at E.ON Next.
They spoke candidly about the tough parts of driving change, the routines that keep insights relevant, and the ways they help teams turn feedback into action.
1. Insights Create Change When Teams Use Them – Obi Santos, VivoBarefoot
At VivoBarefoot, Obi Santos built a process where information reaches people who can respond immediately.
“We learned not to overwhelm people with data. When dashboards are focused, relevant, and followed up with human conversations, people actually start asking for more insights. That is when you know you have landed it.”
Her method relies on short feedback cycles. Every department receives a simplified dashboard and a follow-up discussion focused on one question: what action can this team take next week? The clarity of purpose produces consistent motion.
Why this matters:
CX and Product leaders see stronger outcomes when they focus on precision over volume. A concise insight delivered to the right team at the right moment influences design, development, and service quality faster than a hundred unfiltered reports. . For a practical breakdown of how to structure that insight, read our guide to customer feedback analysis.
2. Shared Responsibility Builds Momentum – Agne Schveyher, MPB
Agne Schveyher at MPB recognised a common issue: many dashboards, few decisions. Her response was to move insight ownership into the open.
“Public accountability was the breakthrough. Once teams had to show what they had done with the insights, things started to change.”
She introduced Voice of Customer Forums. Every department reviews results, commits to an action, and presents progress in the next session. This rhythm connects analytics with responsibility. Feedback is no longer a background activity; it drives operations, logistics, and product improvements.
Why this matters:
Leaders who want engagement should treat insight as shared currency. When departments own their section of customer feedback, collaboration follows naturally. Progress becomes visible, measurable, and continuous.
3. Governance With Empathy – Samuel Harding, E.ON Next
Samuel Harding manages experience for millions of energy customers. Scale makes empathy difficult, so his structure depends on disciplined coordination and exposure to real stories.
“We are surrounded by data. But until you have that emotional connection to what it means for real customers, it is hard to land the insight in a meaningful way.”
He organises journey governance that defines who controls each stage of the customer relationship. Alongside dashboards, his team includes direct quotes and audio clips from customers. Decision-makers hear the person behind the number.
Why this matters:
Large organisations benefit when quantitative accuracy meets human context. A spreadsheet can show the symptom; the customer’s own words reveal the reason. Both are essential to guide product and service decisions that create measurable improvement.
Key Lessons for CX and Product Leaders
Across these examples, a clear pattern stands out.
- Data without focus creates noise; targeted insight drives action.
- Accountability spreads when feedback becomes public knowledge.
- Empathy gives context to analytics and keeps the work grounded.
Customer intelligence succeeds when leaders build systems that connect insight to ownership and ownership to improvement. For strategies that make feedback work at scale, explore how to analyse customer feedback at scale.
Looking Ahead
In February 2026, we are hosting the XLG Summit 2026 in London. CX and Product leaders from many sectors will share practical methods for turning customer data into daily decisions that move organisations forward. Register today!
