CUF + IZO + Qualtrics

CUF, Portugal's leading healthcare provider, recognised that an impeccable customer experience extends beyond the clinical act to all points of contact. Despite a high Net Promoter Score (NPS), the organisation sought to optimize the entire customer journey, identifying crucial friction points in non-clinical areas like booking and payment. They needed to move from a reactive metric focus to a structured, company-wide vision for transforming root causes.

CUF partnered with IZO and Qualtrics to launch a transformative VoC programme, establishing CX as one of the organisation's three strategic priorities. The Qualtrics platform implementation enabled automated, real-time feedback collection, scaling to send over 750,000 satisfaction surveys daily across 20+ touchpoints. CUF strategically adopted the IZO methodology, focusing on drivers and root causes across around 90% of customer journeys. To institutionalise action, CUF created a dedicated CX Area and launched the Customer Board, a group of leaders who use experience data to define priorities and apply an inner and outer loop methodology. The success of this framework led to significant operational improvement and validation of the approach, demonstrating its power to mitigate negative sentiment and strengthen patient retention through direct intervention.