How to Use BI to Boost Customer-Centricity: a Deep Dive by Roles


Rachel Bodony

May 24, 2019

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About the BI Blog series: This is the last installment of our BI Series: An exploration of BI at Usabilla with our Software Engineer. In this final blog, we examine how BI is applied for informed decision making in the various roles of CX Analysts, Marketing, Customer Success, HR, Finance and C-Level Executives at Usabilla.

This is part 3 of the of the series on the BI Blog Series (read part 1 and 2).

The purpose of business intelligence (BI) is to empower organizations to make decisions better and faster. Each team within our organization uses various dashboards, asks different questions, and finds unique insights. Still, the integration of previously siloed data sets into one platform makes everyone’s decisions stronger.

For us, the goal is customer-centricity. Taking a previously messy situation, BI cleans up the data we have and makes the entire process of becoming data-driven even easier. BI is a strategy.

Our teams increasingly have all-time access to organized data, so they can clearly see what’s working and what’s not. To round off the BI series, we wanted to share how we incorporate BI into different teams, specifically applied for these roles:

  1. CX Analysts

  2. Marketing

  3. Customer Success

  4. HR

  5. Finance

  6. Executives

Now let’s dive into how our various teams use BI.


1. CX Analysts

Usabilla’s software works with clients across a variety of industries from retail, software, utility, insurance, e-commerce, and finance. For our CX Analysts, BI helps benchmark our clients against various key metrics. For example, they can breakdown certain industries into key metrics that help their team understand variations in customer needs. Naturally, we have to understand industry standards in order to benchmark our customers’ success.

BI helps us clearly see a plethora of data points per industry:

Active Feedback by channel

Active Feedback by browser

Passive Feedback by browser

Mobile Campaigns 24%

Chrome 38%

Chrome 57%

Desktop 67%

Safari 26%

Chrome Mobile 23%

Tablet 7%

IE 15%

Firefox 15%

Firefox 10%

Safari 15%

Chrome Mobile 8.3%

IE 8%

One interesting insight BI gave us is the hour of the day in which the most feedback is given for our retail customers:

For the US: GMT-4

For Europe: GMT-6

With this information, we can help our clients schedule their campaigns to maximize conversion. When you target your customers at the right time and in the right place on your website or in your apps, your campaign responses offer wider insights given the larger sample set, which is extremely valuable in determining things like customer satisfaction and qualitative feedback.



What issues do CX Analysts face? Categorization is often poor with plenty of overlap. Without clear cut industry categories, it’s hard to trust the validity of your data. Travel & Tourism or Automotive often overlap for instance.


To tackle categorization issues, industry tags will be redefined and redesigned. Client companies currently chose their own industries, but soon our Analysts will determine industry categories themselves for the sake of data purity.

Our analysts must take many factors into account when analyzing Usabilla data. For example, differences in NPS scores over time and by region, the influence of survey length on conversion rates, industry standards, and more. With BI, we can easily segment these variables and create sound benchmarking standards.

2. Marketing

Marketing teams understand that the combination of storytelling and statistics create the best campaigns that will better serve our current and future customers. The Marketing team at Usabilla, for instance, looks to BI to find patterns and interesting data to tell the Usabilla story. If you have a story you want to tell about Usabilla, you can create a dashboard in Metabase and go from there.

The Marketing team placed a request with the BI team to pull the right data, to ensure we use strong data points in our marketing efforts.


“As each marketer knows, the best stories are backed by facts and figures. Once you have a great story, you can turn it into campaigns, news items, blog articles, keynotes and presentations, anything really that fuels marketing initiatives. But the story won’t fly high if you can’t add numbers to support it. That’s when BI at Usabilla comes in.”

Sophie Corlay, Global Communications Manager at Usabilla

3. Customer Success

Usabilla’s Customer Success Manager/BI Guru, Steven, spoke to us about how he uses BI to track his customer’s health, as well as find insights on how his customers can improve their feedback strategies.

He created several dashboards for each Usabilla product to monitor survey performance and track feature usage over time. He uses these insights to offer best practices in order to optimize conversion on lower performing forms and to encourage adoption of unused or underutilized features. He’s championing data-fueled Customer Success. Steven’s approach is very interesting as he’s currently working to create a general customer health score, a rating that encompasses many variables in an effort to predict how satisfied our customers are.


He uses other BI initiatives such as the “Churn model,” which our Usabilla Software Developer and BI pro George created, to identify adoption importance in order to shape the way that the health score is calculated by weighting based on churn correlation.

“Customer Success at Usabilla is all about the combination of relationships and data. We work with so many different types of clients in various industries, and the ability to segment our data by very specific variables in order to tell a story about our client’s product usage (that we may otherwise be unaware of) allows me to be more proactive with making Usabilla clients successful with our products.”

Steven Farina, Customer Success Manager, Usabilla

4. Human Resources (HR)

The work of an HR professional impacts the success of the entire organization from an overall perspective down to specific KPIs for each employee. From measuring individual performance, compensation and employee education to team goal tracking and mentorship, HR professionals at various organizations are responsible for many operations, all centered around people.


The ability to track data from a top-down perspective makes BI extremely useful for HR teams. BI therefore not only lets HR professionals drill down on specific goals and KPIs, but it also helps them make confident and clear decisions regarding the overall health of our team.

When it comes to acting as a trusted HR business partner, it’s important to look into both qualitative and quantitative data. As Usabilla becomes more data-driven, the HR team benefits from our BI tool, having one central location for data to live”

Busra Yazici, HR Specialist, Usabilla

All data processed in BI has to be secure, but particularly so with confidential HR data. Security considerations are always taken into account when dealing with data, and it will continue to be a topic of discussion for our HR team when determining the future of their strategy.


5. Finance

Historically, finance professionals have looked to Excel to extract insights from data. Despite its seemingly endless capabilities, its manual nature can hinder analytical potential. The real-time analytics offered in a BI solution are invaluable to the finance department trying to build budgets and reports under specific timelines.

From employee expenses, business travel management, procurement, and sales and licensing, BI helps not only organize these various sets, but compares, contrasts, and merges when necessary. With this streamlined process, other teams are supported in their efforts toward customer-centricity.


How? Let’s say you’re running a larger scale project tracking sales software spending against procurement time-to-value. A BI dashboard can help you see which software has proven the most valuable in the shortest amount of time by comparing procurement timelines, sales earnings and software cost. The ability to segment by team, time period, and spending category offer immense flexibility so that finance teams can reach strategic decisions regarding cost or cost reduction more quickly.

6. Executives

BI works for executives by fast-tracking data-driven decisions. As David Stodder explains, the value of BI for executives is in its speed. BI makes it easy to find time to value for any major decisions–be it product changes, major marketing campaigns, investments or restructuring. Data that was previously siloed, including operational data, server data and performance data can also now be melded with customer experience data to provide a holistic look at what is truly happening with their business.

That’s why at Usabilla the management team relies on several BI dashboards ranging from financial information up to the monitoring of the product’s real-time performance to make more customer-centric decisions.

Another important role of executives is that BI projects need strong, consistent leadership in order to be effectively carried out. Organizations need skilled teams to enrich BI programs and eventually reach self-service BI, wherein the entire organization can make use of the analytics and spot trends regardless of team or role. Only when the experience with BI is well managed, can you avoid missteps and achieve value from BI’s rich potential.



As companies become more and more data-driven, every team is crunching numbers looking for strong insights. With BI, everyone’s data comes together in aggregate, not only making your decisions more sound but also, making reaching your decisions faster. BI takes messy info and turns it into a tidy and organized situation so you know exactly where to find data when you need it. Each department within Usabilla has its own BI use-cases.

The true power of BI is that all teams share their data sets with each other, creating one source of truth for the company.


The power of BI lies at the intersection of different department’s dashboards and queries. “Clean” data is holistic data. Our teams work together and use each other’s expertise to make better decisions and reach their shared goals. For example, our BI team slack-channel is a constant conversation between sales, marketing, product, and customer success in an effort to find actionable insights. When everyone supports each other, sharing knowledge and insights, the organization becomes stronger in their path toward a customer-centric culture.

Thank you to George (Senior Software Engineer), Rosalie (CX Analyst), and Ludwine and Steven (Customer Success Managers) for your insight into BI at Usabilla and sharing how our explorations in BI potentially can inspire others to do the same.

Curious to learn more? Click below.

This is part 3 of the of the series on the BI Blog Series (read part 1 and 2).

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