Innovation Arena #3 – CX Measurement & Management System: Turning Feedback Into Foresight, and Emotions Into Impact

At NTQ, delivering great customer experience (CX) is not just about having a strategy or making promises about quality. It’s a real, ongoing journey—one that demands genuine connection, emotional awareness, and timely action at every interaction, from every member of our team.

But in the rush of handling multiple projects, managing tight deadlines, and keeping operations running smoothly, one critical element is often overlooked: how customers actually feel, and whether we are truly listening and responding to those feelings in the moments that matter most.

From Strategy to Action — Listening to Emotions, Creating Meaningful Experiences

At NTQ, our customer-centric approach is clearly outlined in the strategic document “NTQ’s Approach to Experience Design”, built around a central question: “Does this truly bring value to the customer?”

Team 12 – Branding x Software Development Center SDC3.BU1, recognized that customer experience is shaped not just by project outcomes, but by a continuous flow of emotions experienced at every touchpoint — from initial excitement and anticipation to moments of anxiety, doubt, satisfaction, or trust.

When negative emotions go unnoticed or unanswered, they can quickly lead to misunderstandings, weakened connections, and eventually damage long-term relationships.

Through extensive research and reflection, the team identified a core insight:

“Customer emotions constantly shift — but they are rarely heard in time.”

A Real-Time CX System to Measure, Analyze, and Act on Customer Emotions

To bring NTQ’s “customer-centric” strategy to life, Team 12 proposed a comprehensive solution that goes beyond evaluating project performance — enabling the organization to actively listen to, analyze, and respond to customer emotions in real time.

Alongside traditional operational metrics like cost, timeline, or effort efficiency, the team incorporated key customer experience indicators: CSAT (Customer Satisfaction), CES (Customer Effort Score), NPS (Net Promoter Score). These metrics are embedded at strategic touchpoints across the project lifecycle — from the kickoff stage, through demos and handovers, to post-implementation follow-ups — allowing for continuous, experience-driven engagement.

The system is designed around a multi-layered model to turn emotional signals into timely, meaningful actions:

• Quick Surveys: Automated surveys are sent at key points in the customer journey — before, during, and after project phases — to collect timely and contextual feedback without disrupting the workflow.
• Channel Integration: Feedback is collected through familiar communication channels already used by customers, such as Google Chat, KakaoTalk, Line, WhatsApp, and email — ensuring seamless and consistent engagement.
• Deeper Feedback with Generative AI: Generative AI makes it easier for customers to leave feedback by auto-suggesting responses based on their input keywords.
• Sentiment Analysis with AI: AI sentiment analysis is applied to interpret tone, emotion, and intent behind customer responses, identifying early signs of dissatisfaction and surfacing insights that may not be immediately obvious.
• Structured Emotional Data: Customer feedback is standardized and consolidated into a unified dataset, combining quantitative metrics (like CSAT, CES, NPS) and qualitative insights — enabling richer, more holistic analysis.
• Insight Distribution for Timely Action: Processed emotional data is automatically routed to the right stakeholders — such as Account Managers, PMs, and Customer Success teams — supporting early risk detection and prompt intervention.
• Centralized Repository: All feedback and emotional data are stored and organized in a centralized knowledge base for long-term tracking, performance monitoring, and continuous improvement.
• Future Expansion: AI-Powered Chatbot: In future iterations, an AI chatbot can serve as a real-time CX assistant — directly engaging with customers, sensing emotional changes, answering FAQs, and triggering alerts when concerns arise.

This system empowers NTQ to:

• Proactively detect and manage customer sentiment shifts
• Strengthen partnerships through timely, empathetic engagement
• Fully integrate CX into daily operations, turning customer emotion into a measurable and meaningful performance metric

A Small Step Forward, A Big Shift in the Customer Journey

To bring this initiative to life, Team 12 went beyond technology. They explored user behavior and service culture — the human elements that truly define the connection between NTQ and its clients.

What makes this solution stand out is not just its use of advanced AI, but its thoughtful and practical approach: transforming emotional measurement into timely, meaningful, and actionable insights. Through this shift, NTQ’s customers are no longer just recipients of service — they become “Movers,” actively engaging with NTQ and co-creating lasting value.

This is the spirit that defines the Innovation Arena 2025 at NTQ: where empathy meets innovation, and where every idea has the potential to become a real solution — shaping the future of how we operate, serve, and grow in the digital age.