The Future of Customer Intelligence: From Insight to Impact

Michael Nguyen

Head of Customer Intelligence

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: