Enterprise digital analytics provider Quantum Metric is connecting customer feedback with data on customers’ website and app activity to help brands respond faster to problems.
Quantum Metric launched its Voice of Customer (VoC) solution last month to bring customer feedback and behavioral data together, helping marketing teams understand what went wrong, how many customers are affected, and the impact.
Instead of waiting for survey results or manually piecing together feedback across tools, VoC connects signals from surveys, chat, support tickets, and contact centers directly to what customers actually did during their digital sessions. It can then surface similar experiences across other customers, quantify the larger impact, and trigger action through tools like Jira, Slack, and Salesforce.
Mario Ciabarra, CEO and founder of Quantum Metric, said enterprises have more opportunities than ever to hear from customers, but fragmented feedback can delay their response.
Complaints reach different teams through different tools and on different timelines, he said. By the time teams connect that feedback to the underlying problem, the opportunity to help may have passed.
“We built Quantum Metric Voice of Customer as one platform, feedback and behavior together, to give the customer context that lets enterprises understand, size, and act on a customer issue while there’s still time for it to matter,” he said.
Finding the Problems Customers Don’t Report
The consequences of unresolved customer problems can extend to lost business. PwC’s 2025 Customer Experience Survey found that 29% of U.S. consumers said they had stopped using or buying from a brand because of poor customer experience (CX), online or in person. The survey included 5,511 consumers and 406 executives.
Quantum Metric’s own benchmark research found that half of consumers surveyed had not given a brand direct feedback in the previous six months, citing a belief that their feedback doesn’t matter. Most digital leaders surveyed said less than 25% of CX feedback leads to action.
VoC uses behavioral data to help teams target surveys where they need a clearer understanding of the customer experience. Quantum Metric says its platform captures roughly 2,700 times more data than traditional web analytics tools.
Built into the Quantum Metric platform, VoC lets teams access and interpret customer feedback, then assess how widely an issue affects their customer base to determine whether action is needed.
Maria Robledo, optimization and insights lead at MasOrange, Spain’s largest telecommunications operator, said that before Quantum Metric, its feedback lived in a platform the company didn’t own, delaying answers.
“The old pattern was that we saw an issue but didn’t know what was happening until weeks later. Now, when one customer tells us something is wrong, we immediately know why, how many people it affects, and can quantify the impact. That speed and clarity changed how we operate and respond to customer frustration,” she said.
Shortening the Path From Feedback to Action
Mark Treschl, general manager of Voice of Customer at Quantum Metric, said that customer feedback channels should always be a dialogue between the consumer and the brand.
“That means the brand needs to be able to respond in the moment, with the right context. Our ability to make customer feedback immediately actionable changes where and how it can be used within a digital enterprise, expanding beyond support triage to product testing and experience optimization,” he told CRM Buyer.
Treschl said Felix AI, Quantum Metric’s artificial intelligence technology, helps the VoC solution connect customer feedback with the session data needed to investigate its cause. The main delay, he explained, has been assembling that context rather than analyzing the feedback.
“It was the assembly. A comment shows up stripped of everything that would make it useful: no session, no error, no device, no sense of whether one person hit this or ten thousand did,” he said.
Someone then has to categorize the feedback, route it, and ask another team to investigate before teams decide whether the issue warrants a fix, Treschl said.
“That round trip runs in weeks, and the customer’s long gone by the time it closes,” he added.
According to Treschl, Felix AI streamlines those steps by automatically identifying feedback themes and connecting them to the underlying customer sessions. Teams can investigate what happened and assess the impact within the same platform, with feedback analysis available in minutes.
Using Customer Feedback to Prevent Support Calls
Michelle Brigman, contact center principal at Quantum Metric, said combining behavioral data with feedback gives agents context about customers’ attempts to resolve problems themselves. Before calling, customers may have re-entered a credit card number, searched the help center, or bounced between product pages before deciding they needed a person.
She explained that if the agent can see that journey alongside what the customer is saying, they can skip the “walk me through what happened” part and go straight to helping, building better efficiency and trust.
“The bigger win happens upstream. Your contact drivers are one of the company’s best early-warning systems. If a steady stream of calls comes down to ‘Did my order go through?’, the order isn’t the problem,” she told CRM Buyer.
The confirmation page may not have clearly told customers the order was successful, prompting them to call, Brigman explained. Connecting those calls with customers’ website activity can help teams identify and address the uncertainty driving the calls.
“This not only moves you from firefighting to early prevention, but it also helps customers get things done successfully with an easy path to a human agent when they really need it,” she offered.
Overcoming Survey Fatigue
Customers are also becoming less likely to report problems directly. Qualtrics’ 2026 Consumer Experience Trends Report found that only 29% of consumers communicated directly with organizations after a bad experience, down 7.5 percentage points from 2021. The study surveyed more than 20,000 consumers across 14 countries in the third quarter of 2025.
A lengthy survey prompt can get in the way when customers are struggling to complete checkout or resolve a problem, Brigman said.
She suggested that businesses start with what teams can already see. Repeated retries, toggling between pages, an abandoned checkout, or a recent chat with an agent can indicate where customers encountered trouble.
“Then you can ask one short, specific question at a moment that makes sense and keep the path to finishing the task within reach,” she said.
Brigman also suggested giving people room to answer in their own words and avoiding requests to repeat information they have already provided.
“The most important part comes afterward: use the answer. Customers are more likely to keep engaging with a brand when they can see that speaking up made a difference,” she said.
