The Real ROI of Customer Feedback? Cross-Functional Alignment for Commercial Growth
By Leilah King‑Gotlib
Businesses today are awash in data but very few are making that data work for them.
When I start working with organizations, they usually don’t have a data shortage. What they have is a follow-through problem.
Surveys are collected. Dashboards are reviewed. But the insights?
They sit in silos. They don’t drive strategy and the full value of customer feedback gets left on the table.
That’s why I partnered with MVP to develop a Data Analytics & Insights Reporting Service — designed specifically to help turn customer feedback into cross-functional action.
Real-World Results: What We’ve Delivered So Far
Since launching the service, we’ve completed several high-impact projects, including:
Exploria Resorts
We kicked things off with a deep dive into their existing survey data.
We uncovered missed opportunities to segment and apply insight at the operational level. The team was engaged and the impact was clear:
“They delivered a thorough analysis and provided useful insights that helped us better understand our survey data. The team was extremely professional and communicated clearly throughout the process. We found their work valuable and would consider collaborating with LKG Marketing again for future projects.”
— Exploria Client Testimonial
Owner Profiling for a Major Hospitality Brand
Following a large-scale merger, we recognized that to get the most value from customer surveying without triggering negative sentiment, the priority was to first understand the newly integrated Owner base through demographic, behavioural and financial segmentation.
This revealed:
- A majority of Owners were low-usage — a strong predictor of maintenance delinquency
- A distinct cluster of multi-Owners showed strong potential for upsell, referral and advocacy
Crucially, the insights didn’t just stay in a deck, they drove coordinated action across multiple departments:
- Customer Service is launching a new survey using sentiment analysis to deepen satisfaction tracking
- Finance is using segmentation results to prioritize debt recovery strategy
- Sales & Marketing are embedding short surveys into Sales Tours to assess strategy and improve performance
Here’s the kind of response we’ve received from internal leadership:
“Customer Count’s new Data Analysis & Insights Service delivered us a high-impact Owner Profiling Report… They brought a strategic lens that helped shape both our understanding of the data and how we should act on it. The work has already sparked interest across multiple parts of the organization.”
— Hospitality client
Why This Works
When customer feedback is analyzed through a strategic lens, it becomes more than “insight” — it becomes alignment.
We help MVP clients:
- Spot early churn indicators
- Prioritize operational focus
- Equip teams with segmented, actionable insight
- Create shared KPIs across Sales, Marketing, Ops, and Product
- Build better foundations for AI and automation
This service is ideal for teams who are collecting great data but not yet turning that data into action.
What’s Coming Next: Education & Enablement
We’re currently developing a webinar series to show MVP clients exactly how this works.
In these sessions, we’ll present:
- Real examples of how insight drives strategy
- A framework for connecting feedback to performance
- Practical tools to help different departments act in sync
These webinars are about empowering your internal teams, not just sending more reports.
Ready to Talk?
If you’re sitting on customer data but unsure how to extract the commercial value — let’s talk.
I offer a no-pressure, 30-minute consultation to walk through where you are now, what’s possible and whether this service is a good fit.
👉 Book a session here.
About the Author
Leilah King‑Gotlib brings 17+ years of commercial & marketing transformation experience across travel, hospitality, ecommerce and financial services. Formerly at TRAVEL+LEISURE Co., she now works with Customer Count to turn customer feedback into actionable growth strategies. Click here for full details on the Marketing & Commercial Consultancy services.
Leilah specializes in insight-led problem-solving, from post‑M&A owner profiling to path-to-purchase diagnostics. She helps organizations unlock
growth by aligning customer data with business action, and laying the
groundwork for future AI capability.
