Project

Manual CRM

· Updated

At Testardos Pizza, one of the biggest gaps wasn’t traffic or demand—it was visibility into the customer experience.

We didn’t have a structured way to understand why customers were satisfied or frustrated. Feedback existed, but it wasn’t actionable. That’s what I set out to fix.

The Approach: Closing the Feedback Loop with NPS

I implemented an NPS (Net Promoter Score) system via email as a core part of our post-purchase communication.

But the key wasn’t just collecting scores—it was what we did next.

Based on each response, we created immediate and intentional paths:

  • Detractors (low scores): redirected to a detailed survey via Google Forms
  • Passives: also guided to the same survey to uncover improvement opportunities
  • Promoters: directed to leave a Google review, strengthening our social proof and online reputation

This ensured that:

  • Negative experiences were captured and understood
  • Neutral experiences were explored
  • Positive experiences were amplified publicly

From Feedback to Insight: Structuring the Data

All responses were centralized in Google Sheets, where I built a keyword-based categorization system.

Using formulas, each comment was automatically classified based on recurring issues such as:

  • “burnt”
  • “slow”
  • “cold”

This turned unstructured feedback into clear, trackable problem categories.

Instead of reading hundreds of comments manually, we could instantly identify:

The most common operational issues Patterns across time The real drivers behind customer dissatisfaction

Making It Visible: Data → Decisions

To make this usable for the team, I translated the data into visual dashboards using Google Looker Studio.

These dashboards showed:

  • NPS trends over time
  • Volume of issues by category
  • Key friction points in the customer experience

This wasn’t just reporting—it became a decision-making tool* across teams.

Operations could clearly see what needed fixing. Marketing could align messaging with real customer sentiment.

The Result

Within two months:

Customer incidents were reduced by 50% The team gained real-time visibility into customer experience Reviews improved through a steady flow of promoter-driven ratings

Key Takeaway

Collecting feedback is easy. Building a system that turns feedback into action is what drives results.

By combining NPS, automation, and simple data structuring, we transformed scattered opinions into a scalable CRM system focused on continuous improvement.