After the merger of four companies, the organization had yet to integrate systems or processes. The team prioritized customer feedback as the first unified process, aligning with OKRs focused on increasing customer input into product decisions.

Each team was at a different stage on the feedback maturity curve—from listening only during escalations to maintaining ongoing, two-way customer engagement.

We faced three major risks:

1. Legacy data: Thousands of enhancement requests already existed and needed to be addressed and migrated.
2. Aggressive timeline: A 3-month deadline to launch the new model and tool before the annual user conference
3. Change fatigue: Teams were already overwhelmed, requiring a people-first change management approach.

We pursued a two-pronged strategy:

1. Technology Enablement: Implemented Aha! Ideas across all teams and customers to gather, manage, and act on customer feedback in a centralized system. The platform also allowed product teams to provide transparent status updates and roadmap visibility.

2. Operating Model Redesign: Partnered with product leaders to create a unified Customer Feedback Operating Model rooted in six guiding principles. The model included:

• A step-by-step implementation checklist
• Defined success metrics and KPIs
• A dashboard to track progress
• A communication plan to share outcomes

To support change management, we built a robust onboarding program, including tools for managers to lead their teams through the transition. We also created a migration plan to incorporate existing enhancement requests into the new system.

With one operating model and one tool, the company achieved consistency, clarity, and accountability in its approach to customer feedback. Within 12 months:

• 93% of customer ideas received responses within two weeks—focused on meaningful dialogue, not just status updates.
• 11% of ideas—representing more than 11,000 individual customer perspectives—were implemented or added to the product roadmap.
• The new feedback process became a highlight at the next user conference, with customers expressing appreciation for finally “being heard.”
• 11% of ideas—representing more than 11,000 individual customer perspectives—were implemented or added to the product roadmap.

Successful transformation requires both technology and operational change.

Establish clear success metrics tied directly to your business goals.

Leverage real stories from customers and employees to build momentum and drive adoption.

Appoint one clear owner for the first 12 months to ensure long-term success.