Confessions of a CX Manager: Why Sharing Insights with Teams is Key to Informed Decision-Making

By
Natalia Dwórznik
Last Updated:
November 12, 2025
Reading time:
9 minutes

Key takeaways

• Salma Lahbiss is a Consumer Insights Analyst at a large French marketplace platform for buying, selling, and exchanging goods and services.

• Salma stressed that distributing customer insights across channels like Slack, newsletters, and meetings, while sharing direct customer feedback, is essential for translating data into action and driving meaningful change.

• She highlighted a key strategy for gaining leadership buy-in: linking customer feedback to business outcomes. “I look at the volume of feedback related to each friction point and assess the impact on our company’s priorities,” she explained.

• Salma highlighted that AI transforms CX by saving time, uncovering nuanced details from customer feedback, and quantifying qualitative data, enabling teams to track changes and measure impact.

Understanding customer needs

Q: Tell me about yourself, your role at the company, and your main objectives.
Salma: What you said about the complexity is absolutely right—we receive feedback from both sellers and buyers.
My role focuses on deeply understanding our users’ needs—whether they’re sellers or buyers—and identifying their pain points through user research and experience measurement.
It goes beyond customer experience. I need to ensure that the insights we gather actively shape decision-making and are taken into account by the teams.
Right now, I have two main priorities. The first is turning feedback into action by talking more about the insights and actively sharing them with the teams. The second is aligning teams around customer-centric decisions—whether that’s the product team, customer team, or others. It’s important that all teams have access to customer feedback.

Q: Can you tell me a little bit about the specific areas you're currently looking to improve or understand through customer feedback?
Salma: Feedback is truly valuable when it contributes to solving a problem. I’m currently focused on identifying friction points in the customer journey and gaining a deeper understanding of key metrics.
While NPS, satisfaction, and CSAT are useful metrics, the real insight comes from understanding the reasons behind users' scores.
In some cases, feedback doesn’t just highlight areas that need fixing; it offers opportunities to enhance the overall experience. This type of feedback is invaluable for proactively driving product improvements.

Using Chattermill to prioritize customer pain points

Q: Can you tell me how it fits into your daily workflow?

Chattermill is my go-to tool for analyzing qualitative feedback. When I log in, my main goal is to identify emerging trends and see what has changed since my last visit.

Salma: I typically start by reviewing the themes and tracking the evolution of net sentiment within each theme. If something has changed, I try to understand why. My usual approach is to go directly to the specific dashboards I’ve set up to make the process more efficient and save time.

Q: Can you walk us through an example of a dashboard or report you use and monitor on a daily basis?
Salma: As you know, we have a specific theme structure in Chattermill. One of the dashboards I use frequently is a generalist dashboard, which provides an overview of all the themes we track.
This dashboard allows me to track the evolution of net sentiment and compare it to previous months. In addition to these high-level reports, I have access to more granular reports within the same dashboard.
Sometimes, while the themes may appear stable at a high level, a deeper look reveals significant changes. This level of detail helps me understand the underlying shifts.

Sharing insights to drive informed decision-making

Q: How do you share these insights with the rest of the company or teams, ensuring alignment before action is taken?
Salma: Taking action is definitely the key, but communicating insights effectively across teams is equally important. We combine the metrics and the story behind the insights to ensure that they understand the impact.
I regularly update dashboards and communicate through internal channels to notify teams when new data is available. In addition, we create summary slides—typically a three-slide overview—highlighting what’s changed this month compared to the previous month, along with some actionable recommendations. This helps make the insights more accessible and relevant to the internal users of the reports.

Q: Are you sharing these slides and recommendations during company-wide meetings, or do you join specific team meetings to share them?
Salma: Sharing insights is one of the most important steps in making them actionable, so we distribute them across different channels. First, we have Slack channels dedicated to research and insights where we share updates regularly.
Another method is to include these insights in our company newsletter. I also present them in our biweekly meetings with my team and in meetings with management.
Another way we make the insights more impactful is by sharing direct verbatim feedback from users, allowing teams to relate more closely to the customers' pain points, fostering a deeper understanding and encouraging action.

Leveraging AI to drive actionable insights

Q: What would you say is the biggest advantage of using AI to analyze feedback?
Salma: The first and most significant benefit of using AI for analyzing customer feedback is saving time.
The second advantage is the depth that AI offers in understanding user sentiment. It’s capable of detecting nuances in the feedback.
The real power of specialized tools is their ability to quantify qualitative data.
Additionally, with AI tools, we can compare the impact of each theme from month to month and see how things evolve.

Getting stakeholder buy-in

Q: How do you generally report on customer feedback to your leadership team?
Salma: One of the most important metrics we track is the Customer Effort Score. In addition to that, we also focus on the themes with the highest impact, which is where the Impact Analysis becomes especially useful. It helps me communicate how these themes evolve each month, providing a clear view of their overall impact.

Q: What advice would you give to CX managers who are just starting out with Chattermill?
Salma: First, create a clear adoption plan. Getting teams to regularly use the tool and see its value takes effort.
Secondly, put yourself in the user’s shoes. When you’re looking for specific feedback, think about how the customer would express their feedback or frustration and consider their language. This mindset helps you uncover valuable insights.