Built an AI Feedback Intelligence platform that turns unstructured data into role-based CX insights

Zonka Feedback is a SaaS customer experience platform serving 2,000+ brands across 30+ countries. The platform processes over 1 million surveys per month and helps enterprise CX, product, and support teams measure and act on customer experience data.

Classic Informatics was engaged to build the AI intelligence layer of the product — a system that could take the high volumes of unstructured open-ended feedback flowing into the platform from surveys, tickets, reviews, and chat, and turn it into structured, role-specific, actionable insights at scale. The goal was to give every type of user — from a CXO to a frontline agent — a view of feedback data that was relevant to their role and ready to act on.

• The product needed to process large volumes of unstructured open-ended feedback from multiple sources — surveys, support tickets, chat transcripts, and reviews — and organise it into a consistent, structured format
• Generic AI tagging models produce noise at scale; the platform needed a way for enterprise clients to define their own business taxonomy and train the AI on it, without requiring technical expertise
• Different user roles — CXO, department head, frontline agent — needed fundamentally different views of the same feedback data, which required role-based output to be an architectural decision rather than a reporting filter
• Feedback insights needed to be connected directly to CX metrics like NPS, CSAT, and CES, so clients could see not just what customers were saying but what impact it was having on their scores
• The platform needed to detect emerging issues and anomalies in real time, before they escalated, without relying on manual monitoring

1. AI architecture before features

We defined the intelligence model first — how to ingest unstructured feedback, run thematic and sentiment analysis, and surface structured, role-relevant outputs — before building individual product features.

2. Hybrid AI that adapts to the business

We built a Hybrid Thematic Intelligence layer that lets the product auto-generate themes from real feedback while also allowing enterprise clients to define and train the AI on their own business taxonomy — so insights reflect each client's operational reality rather than generic categories.

3. Role-based output by design

We built role-based dashboards as a core architectural decision — not a reporting add-on — so each stakeholder type receives only the insights relevant to their role, KPIs, and scope of responsibility.

4. Close the loop, not just the analysis

We built CX automation and the Initiatives module into the product so that insights flow directly into action — teams can log responses, assign ownership, trigger workflows, and track whether those actions moved the underlying CX metrics.

AI Analysis Engine

• Thematic Analysis with two-level theme and sub-theme detection (powered by GPT-4o mini for speed at scale)
• Hybrid Thematic Intelligence — user-defined and AI-generated theme taxonomies trained on client business context
• Sentiment Analysis across all open-ended feedback sources
• Entity and Aspect Recognition — auto-tagging feedback against business entities like agents, locations, and products (GPT-4o nano for real-time classification)

Intelligence & Prioritisation

• AI Impact Analysis linking every theme to NPS, CSAT, and CES metrics (GPT-4 / GPT-5 for high-reasoning analysis)
• Key Drivers detection — positive and negative experience drivers with trend tracking
• Ask AI (GenAI Co-Pilot) for querying feedback data in natural language
• Agentic AI for real-time anomaly detection and spike alerts

Role-Based Delivery

• Role-based dashboards tailored to CXO, department head, and frontline agent views
• Shared dashboard distribution filtered by themes, teams, and geographies
• Initiatives module for logging actions, assigning owners, and tracking downstream CX impact

Multichannel Feedback Ingestion

• Unified data layer connecting surveys, support tickets, chat, reviews, and emails via REST API and Webhooks
• Native integrations with Zendesk, Intercom, Salesforce, HubSpot, Freshdesk, and more
• iOS and Android SDKs for in-app feedback; offline-capable Kiosk mode for on-premise collection
• Native iOS and Android mobile app for managing feedback, viewing insights, and tracking responses on the go

Enterprise Infrastructure

• ISO 27001:2022, HIPAA, and GDPR compliance built in
• SSO and role-based access control (RBAC)
• Flexible data hosting and residency options for regulated industries
• Custom entity, role, and workflow configuration

The AI Feedback Intelligence platform now serves 1,000+ enterprise clients — including Samsung, EY, American Express, Accor, and SAP — giving CX, support, product, and leadership teams a single, AI-powered view of what customers are saying and what to do about it.

Business Impact

• 1,000+ enterprise clients onboarded across healthcare, retail, finance, and SaaS
• Real-time theme and sentiment analysis across 1M+ survey responses per month
• Role-based dashboards deployed across CXO, department, and frontline levels
• Agentic anomaly detection replaced reactive, manual monitoring across client accounts
• Full feedback-to-action loop enabled via Initiatives module and CX automation