Lead — Continuous Improvement & Acting Product Manager
CX, Engineering, Data, IT, Compliance, Operations
MS Forms, Tableau, RPA, Make.com, BPMN, AI sentiment engine
Closed-loop CX improvement powered by Lean, data, automation, and stakeholder co-ownership
As the business scaled, customer feedback lacked structure, traceability, and accountability, making CX improvement reactive rather than proactive. Merchant sentiment data existed but was fragmented across multiple systems.
There was no unified VOC program. Feedback came in scattered channels, and no process existed to convert insights into improvement actions.
Build active listening across the full lifecycle:
VOC touchpoints mapped across pre-onboarding, active merchants, and churn stages
Detailed mapping revealed three critical structural gaps that prevented effective customer experience improvement.
Data existed across ticketing, calls, social media, and platform interactions — not aggregated. Each channel operated in isolation with no unified view of customer sentiment.
Insights required manual review; sentiment trends were invisible. Teams spent hours extracting feedback without systematic categorization or trend analysis.
No governance body existed to ensure improvements were applied. Feedback was collected but rarely converted into actionable change.
"We had feedback everywhere and insights nowhere. No one owned the customer voice."
We designed the VOC engine guided by Lean and DMAIC principles, creating a comprehensive system for feedback collection, analysis, and action.
Multi-touchpoint architecture with segmentation logic to capture feedback across the entire customer lifecycle.
AI sentiment scoring, category tagging, and Tableau dashboards for real-time insights.
CDC (Customer Delight Committee) governance structure to ensure accountability.
VOC newsletters, improvement pipeline tracking, and business case development.
Internal VOC system design including UI/UX, BRD, and full automation capabilities.
End-to-end VOC architecture: Collection → Analysis → Action → Improvement
A phased approach ensured systematic implementation while delivering quick wins through MVP strategy.
"We shifted teams from defensive reaction to continuous improvement mindset."
Execution balanced technical automation with organizational change management to embed VOC into daily operations.
Real-time VOC dashboard showing NPS trends, sentiment analysis, and category breakdown
The VOC program delivered measurable business impact across customer satisfaction, revenue retention, and operational efficiency.
"Geidea shifted from reactive support to proactive, data-driven CX improvement fueled by real-time feedback."
Designed an in-house VOC intelligence platform that replaces a third-party enterprise CX suite costing ~$100,000/year, while delivering advanced capabilities not available in the external system.
Internal VOC platform interface showing AI-powered sentiment analysis and merchant journey analytics
"Rather than purchasing a generic CX analytics tool, we architected a fintech-specific VOC intelligence suite that reduces cost and increases capability — turning customer feedback into a strategic asset."