Turning Customer Feedback into Actionable Insights: The TVH VoC Journey

Editor’s note: Charlotte Vanbrackel is a seasoned Voice of the Customer (VoC) expert at TVH, where she has spent the past five years shaping and growing the company’s global customer experience program. With customers in over 180 countries, Charlotte focuses on turning feedback into actionable insights and embedding customer centricity across the organisation. Her expertise spans consultancy and in-house programs, with a strong emphasis on automation and scalable processes.

MRMW: What motivates you to join the MRMW EU conference, and what is the core message of your talk?

Charlotte: I’m excited to come to MRMW to connect with people who are tackling the same challenges we face every day. My goal is to share the practical lessons we have learned in turning customer feedback into real change inside a large, global company. It’s all about sharing what works and learning from others.

Our core message is simple: shift from “FYI” to “FYA”, from For Your Information to For Your Action. It’s a framework for turning a large amount of data into clear actions that the business will actually own. 

MRMW: How has this impacted your own work and your organisation?

Charlotte: I’ve gone from just building reports to being a storyteller and a consultant, helping other teams act on customer insights.

The biggest impact on TVH is a culture shift. A key part of this is that we no longer set up new research for every single question. We start by using the tons of data we already have available to set the scene, which often shows we have the insights we need. The availability of AI has made this approach much more scalable, both for accessing data and automating tasks. This ensures our focus can be put on what really matters: improving the customer experience.

MRMW: How has market research and insight as a practice evolved in the last couple of years, and how would you like to see it evolve in the next few? 

Charlotte: I believe the field has evolved from large, one-off surveys to continuous listening — blending all kinds of data such as surveys, sales notes, and chat logs to capture the full story.

Looking ahead, I want to see us become more predictive — spotting issues before they happen. Most importantly, we need to strengthen the connection between insights and financial outcomes, such as Customer Lifetime Value (CLV).

MRMW: Given this evolution, what are two expected and two less obvious skills market researchers should possess, and why?

Charlotte:

Expected skills:

• Connecting the dots across different data sources to find the real story.
• Thinking with a commercial mindset, so you can frame customer problems as business opportunities that leaders will actually care about.

Less obvious skills:

• Influencing skills, because an insight is useless if you can’t convince people to act on it.
• Being tech-savvy enough with tools to bring that story to life, both for storytelling but also for automation purposes, freeing capacity to focus on the actionability.

MRMW MENA: Apart from work, what can delegates at the event talk to you about? Do you have any particular personal interests, hobbies or extracurricular activities and engagements?

Charlotte: Definitely come and talk to me about more than work. I’m always up for a chat about dogs (I have a very energetic Vizsla in the teenage phase), the fun of planning a holiday down to the last detail, or the satisfaction of finding a great shopping deal. We can also discuss why the slow lane at the pool is the best lane.

MRMW: Last but not least, we are publishing “reading/listening guides” on our blog. Can you share your favourite recommendations for inspiration, learning and leadership:

Charlotte:

• In your ears – Podcast: Unf*cking Your CX by Zack Hamilton

• Must read – Book/Blog: Competing in the Age of AI by Marco Iansiti and Karim R. Lakhani (book) 

MRMW: Thank you so much, Charlotte! We look forward to hearing more from you at MRMW in Berlin!

🎉MRMW Europe 2025 is just around the corner — and we can’t wait to welcome you to Berlin!

Curious to hear TVH’s approach to turning customer feedback into real business impact?

 At MRMW EU 2025 (Nov 6–7, Berlin), you’ll hear from insights leaders at Google, Samsung, SAP SE, Amazon, LinkedIn, eBay, Nestlé, Hilti, Scandinavian Tobacco Group, Salomon, and more—sharing real-world case studies, fresh research trends, and the strategies shaping tomorrow’s CX and market insights.

Join us for live discussions, cutting-edge case studies, round tables and interactive networking sessions. The unique MRMW concept provides the perfect balance between personal development, networking and doing business.

Reserve your seat now to connect with industry leaders and shape the future of insights!🎯