Building a scalable feedback-to-insights pipeline

Voice of Customer Research System

Role
CX/UX Analyst
(led VOC reporting system development)
Date
2021–2022
User
B2B buyers and professional contractors navigating multiple Wesco/Anixter brand sites
Tools
Qualtrics, Google Analytics, Adobe Analytics, Excel/Sheets, PowerPoint
After Wesco acquired Anixter, the digital ecosystem expanded across multiple overlapping websites and brands. The organization needed a systematic way to listen to customers online and connect that feedback to measurable product decisions. I developed a Voice of Customer (VOC) research system that tied qualitative feedback directly to web analytics, enabling teams to move beyond data collection and turn insight into action.
Challenges
Standing up a Voice of Customer program introduced several challenges. There were no existing baselines or benchmarks, which made it difficult to know where to begin. Feedback, analytics, and business goals were disconnected across departments, creating data silos that limited visibility. And even when insights were captured, leadership needed them packaged in a format they could trust and act on quickly — which meant the work had to go beyond data collection and focus on operationalizing insights.

Approach

I built a repeatable VOC pipeline
that connected qualitative and quantitative signals
Feedback capture
Established surveys and intercepts on key website flows                                  
Integration
Partnered with analytics team to connect feedback with behavioral metrics (e.g., abandonment, task failure)
Reporting framework
Designed standardized monthly reports with themes, charts, and prioritized recommendations
Knowledge sharing
Facilitated cross-team readouts, aligning product, design, and marketing on the customer perspective

Design Thinking Process

Discover & Define
  • Assessed existing feedback sources across Wesco and Anixter sites
  • Identified gaps between customer feedback, analytics, and business goals
  • Defined what constituted “actionable signal” versus noise
  • Aligned stakeholders on the role of VOC in decision-making post-merger
Explore & Organize
  • Designed a unified VOC framework spanning multiple brands and sites
  • Mapped qualitative feedback to behavioral metrics (e.g., abandonment, task failure)
  • Established a consistent taxonomy for themes and sentiment
  • Structured insights to support comparison and trend tracking over time
Test & Communicate
  • Validated findings through usability testing and behavioral analysis
  • Developed standardized reporting to support executive decision-making
  • Synthesized insights into prioritized recommendations
  • Facilitated cross-team readouts to align product, design, and marketing

Impact

The system created visibility, alignment, and user-centered improvements
that continued to influence strategy and redesigns beyond the initial rollout.
Enhanced visibility
Eliminated workflow friction with a reorganized system that scaled with team growth.
Faster issue resolution
Identified and prioritized pain points in navigation, search, and checkout flows
Strategic influence
Insights were shared company-wide and informed replatforming and redesign roadmaps
Cultural shift
VOC became a recognized source of truth, creating a stronger customer-centered decision culture
I created the first Voice of Customer research system at Wesco/Anixter, connecting feedback to analytics and establishing a trusted source of insight that influenced strategy across multiple brands.

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©2026 Kei Michisaki