Understanding and Using Initiatives in Birdie
Mariana Carrero Rodrigues
Last Update 2달 전
In Birdie, the power of centralizing, exploring, and uncovering hidden opportunities from user feedback allows teams to deep dive into granular details and understand root causes. However, uncovering insights is only the beginning—eventually, action is required. This is where Initiatives come into play.
An Initiative is an action plan designed to activate a change based on a discovered opportunity. It functions like a task or to-do item that the CX or Operations Team—responsible for monitoring Voice of Customer (VoC)—creates to escalate an issue or opportunity to another team within the company for resolution.
There are two ways to create an Initiative in Birdie:
If you've identified an opportunity and need to take action, you can create an Initiative directly from the Opportunity Page:
Click the Add to Initiative button at the top right corner.
Give it a name and save
A new Initiative is created and automatically associated with the given opportunity.
Add all necessary details, such as assignee, description, and external links.
To create an Initiative independently:
Navigate to the Initiatives Page.
View the list of existing Initiatives.
Click the Create Initiative button.
Add relevant details and later associate it with one or more existing opportunities.
A single opportunity can be linked to multiple initiatives if different teams need to address it separately.
Example: A product issue might require a new FAQ by Product Marketing, a bug fix by Engineering, and a process update by Customer Support.
A single initiative can be linked to multiple opportunities when a single solution addresses multiple issues.
Example: A new feature release may resolve several different pain points across different customer journeys.
Imagine a CX Team in a digital bank startup monitoring VoC within the "Credit Card" product. They track the "Credit Card Invoice Payment" journey and uncover a major issue: Delayed credit limit release after invoice payment.
Through root cause analysis, they discover that users expect an immediate credit limit release upon invoice payment. However, they are unaware of the payment confirmation process that occurs before the release.
To address this, the CX Team needs to escalate the issue. They do so by creating an Initiative in Birdie.
Initiative Name: Improve communication about invoice payment and limit release process
Assignee: Product Marketing Team
Description: Highlights findings and the need for better FAQ or communication materials to set proper user expectations, reducing complaint volume.
Additional Details: The assignee can add an estimated due date and an external link to an internal task management tool (e.g., Jira, Trello, Asana).
All created Initiatives are listed under the Initiative Page in Birdie. Here, teams can:
View all Initiatives created to address different opportunities.
Filter by Owner, Assignee or Status to track responsibilities across departments.
Each Initiative follows a status workflow:
To Do → Initial status when the Initiative is created.
Doing → Assigned teams are actively working on it.
Done → The Initiative is completed and action has been taken.
By providing a Release Date, Birdie automatically:
Adds a timeline annotation to the Opportunity Timeline Chart.
Helps teams visually track changes in related metrics, such as:
Did the volume of related complaints drop after the release?
Did the associated NPS score increase?
When teams can demonstrate and share the impact and ROI of the Initiative, it strengthens the case for VoC-driven improvements and helps close the loop with related clients.
The Initiative feature in Birdie is a crucial part of the VoC workflow, bridging the gap between insight discovery and action. It ensures that:
Opportunities are not just identified but acted upon.
Teams have a structured process to track, manage, and measure impact.
VoC teams can communicate and collaborate effectively with other departments.
By leveraging Initiatives, organizations ensure that VoC efforts translate into meaningful, measurable improvements, ultimately enhancing customer experience and business outcomes.