Scaling an Enterprise-Wide Customer Insights Program for Innovation
Georgia Pacific Building Products
As Innovation became a strategic priority for the enterprise, strengthening Customer Insights was critical to ensuring Customer Experience (CX) remained a key pillar for the company’s growth. I was brought in to lead the development of a scalable Research & Insights capability within a newly established CX team, equipping the organization with actionable intelligence to drive customer-centric innovation.
Results:
- Developed division-wide benchmark for industry Net Promoter Score (NPS).
- Increased CSAT participation rate by 3% from previous year; projected additional 5% increase subsequent year based on strategic communication strategies to be implemented.
The goal within my role was to establish a high-impact Research & Insights function that informs strategic decisions and fuels innovation at scale.
APPROACH + EXECUTION
Over 12 months, a structured, phased approach was implemented to build a robust and scalable Customer Insights capability:
- Governance & Research Framework
- Cross-divisional knowledge-sharing was conducted to leverage best practices and minimize redundancies.
- A phased implementation strategy was developed for research governance and operational efficiency.
- A CX initiative queue was established with structured prioritization, ensuring alignment with enterprise goals.
- An MVP research repository was launched to optimize knowledge management and accelerate decision-making.
- Scalable Tools & Organizational Enablement
- Research tools and frameworks were standardized to integrate insights seamlessly across functions.
- Research competency was built across the division through training, mentorship, and advocacy.
- An MVP self-service model was established to empower non-research roles, increasing research agility and efficiency.
- Data-Driven Customer Feedback & Innovation Alignment
- MVP User Experience (UX) best practices were defined and embedded within digital transformation efforts.
- CES, CSAT, and NPS methodologies were established and refined to track and inform strategies intended to increase customer satisfaction.
- CSAT and NPS survey programs were designed, launched, and operationalized.
- CES product requirements were defined to integrate customer insights into digital product development.
- A structured feedback loop was established, ensuring continuous refinement of offerings based on customer data.
OUTCOME
By implementing a minimally viable and scalable governance strategy, integrating high-impact research tools, and formalizing customer feedback mechanisms, the Customer Insights function became a cornerstone of data-driven decision-making. This initiative delivered:
- Increased alignment between customer insights and strategic innovation priorities.
- Improved CX initiative efficiency through structured prioritization and governance.
- Greater agility in responding to customer needs, driving stronger business outcomes.
- A sustainable, evolving insights framework that continues to refine and scale with enterprise growth.
The foundational work completed ensures that the organization can continuously evolve its Customer Insights function, maintaining a competitive edge in delivering exceptional, customer-driven innovations.
