A UK software company was sitting on a goldmine of customer ideas and feedback with no efficient way to act on it. I built a custom AI tool to change that, without pulling their team away from their core product.
“We were drowning in feedback with no way to act on it intelligently. The tool Colin built changed that completely. Our teams now get clear, timely signals instead of noise, and we are making better product decisions as a result.”
A B2C software company generating high volumes of customer ideas and feedback across multiple channels, with no scalable way to make sense of it all.
Ideas were coming in from internal teams, external customers and integrated tooling, landing in different places with no unified view. Prioritisation was largely manual and time-consuming, pulling people away from their core product work. The company wanted a smarter approach that could aggregate everything, score and surface the most important ideas automatically, and keep internal stakeholders informed without requiring them to go digging for it themselves.
Aggregate everything, score it intelligently, and let AI do the summarising.
I was brought in as an external consultant to build the product independently, allowing the internal team to stay focused on their core software. The tool integrates with the company's existing tooling to pull ideas from internal and external customer sources into a single pipeline. A custom scoring model automatically prioritises the ideas bucket based on defined criteria. AI then analyses the full pipeline to generate trend summaries, identifying patterns across the feedback. Relevant internal stakeholders receive regular automated digests covering what areas are generating the most feedback, so they can stay informed with minimal effort and dig deeper when something warrants it.
From noise to signal: the right people getting the right information, automatically.
NPS improved by 18 points as product decisions became more directly informed by customer feedback. Re-order rates increased by 15%, reflecting a product more closely aligned with what customers actually want. Internal time spent on manual feedback reviews fell by 40%, and the team now has hundreds of ideas auto-prioritised every month without lifting a finger. The external build model also delivered an independent perspective that the internal team valued as much as the tool itself.
A 30-minute chat, no pitch deck. Directly with Colin, no middlemen. Honest advice on fit, scope and cost.
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