How Achievers powers employee experience with always-on customer intelligence
Achievers, a global leader in employee experience solutions, is on a mission to change the way the world works by fostering vibrant cultures of belonging and engagement. To truly enhance their platform and fulfill this ambitious goal, Achievers needed a profound, unified understanding of their own customers. The challenge was evident: valuable customer data lay fragmented across a dozen disparate tools, leaving their Product Design teams without clear, actionable intelligence to make more confident product decisions.
The Achievers team solves this problem in Channels—Dovetail’s always-on solution uncovering trends in support tickets, app reviews, and other unstructured data, giving them the leverage to turn daily feedback into strategic understanding of customer needs. With the help of Channels, Achievers’ fragmented feedback becomes connected, uncovering themes quickly with generative AI. As a result, these themes can automatically be distilled into into digestible, shareable insights. This powerful shift moved Achievers well beyond time-consuming data-sifting, empowering them to confidently build a more impactful employee experience platform, fueled by clear and actionable customer intelligence.
Ultimately, Dovetail’s AI has democratized access to insights across our business. It’s helping teams surface what matters most in far less time, and empowers more data-informed conversations at every level of our organization.
Marie-Andrée Turgeon
Senior Manager of Product Operations
01
The challenge of fragmented insights
Before Channels, Achievers’ Product Design teams faced an overwhelming flood of scattered customer feedback coming from their prospects and customers to help the team prioritize a feature, refine a workflow, or identify a pain point within the Achievers platform. Marie-Andrée Turgeon, Senior Manager of Product Operations, recalls the amount of information in those data sets was overwhelming, making it easy to miss important key trends due to the sheer volume of data mining required.
Our inability to quickly uncover powerful trends in our data had an impact on our team’s confidence in decision-making. We were often inundated with feedback from a variety of sources—like RFP data, Win/Loss Analysis, support tickets, and without the right tools to efficiently synthesize and analyze that feedback, it was challenging to gain a clear, data-backed picture of customer priorities.
Marie-Andrée Turgeon
Senior Manager of Product Operations
02
Unifying data with Channels
Marie-Andrée first encountered Channels during Dovetail’s recent product launch, coinciding with Achievers' critical annual planning cycle. At that time, their product teams were overwhelmed with a over a dozen Excel documents, each pulling data from different areas of the business. Combing through this much raw data would have been extremely time-consuming and manual, which would have delayed or even blocked the team from confidently identifying patterns for better product decisions.
Channels immediately resonated with Marie-Andrée. It addressed a core problem the Achievers team were trying to solve: how to consolidate fragmented data into a single, intuitive space where cross-functional teams could easily spot emerging trends within their domains. “It wasn’t just about organization, it was about empowering our teams with clarity, consistency, and self-service access to customer insights that could drive smarter, faster decision-making”, Marie-Andrée explains.
With the help of Channels, Achievers’ Product Operations and Product Marketing teams quickly mapped data sources, feeding customer intelligence consistently into the tool. This resulted in consolidated insights, transforming tedious manual sorting into just a few clicks in an instant. Layering in customer metadata then allowed for granular analysis, marking a profound shift to a scalable, data-driven foundation to build a better platform for Achievers customers.
03
AI-powered action and strategic alignment
In early 2025, Achievers established a new cross-functional Insights Committee. This group of data stewards, representing various departments, meets quarterly to present what their respective data reveals about four core areas for Achievers: Prospects, Customers, Product, and Marketplace. During each session, stewards highlight two or three emerging trends, explaining their significance to the business. These findings are then synthesized into a quarterly report, providing the Senior Leadership Team with critical visibility to inform and adjust their plans for the upcoming quarter.
Dovetail Channels has been the backbone of this entire process. It enables each data steward to regularly update and refine their specific channel with relevant intelligence, using customizable prompts to surface the most impactful trends. The structured, collaborative format of Channels not only makes the process manageable at scale, but also ensures insights are actionable and consistent across the organization. Marie-Andrée confirms, “Frankly, without Channels, this initiative would have been too resource-intensive to sustain. It’s what turned our vision for the Insights Committee into a scalable, repeatable mechanism that’s now a critical part of our planning cycle.”
Without Channels, this initiative would have been too resource-intensive to sustain; it transformed the vision for the Insights Committee into a scalable, repeatable mechanism now critical to their planning cycle.
Dovetail’s AI, particularly through Channels, has dramatically improved our ability to ingest and make sense of unstructured feedback across the business. With thousands of data points coming in from different sources, the AI helps us cut through the noise by categorizing feedback, identifying key trends, and generating clear, actionable summaries. It’s transformed what used to be an overwhelming amount of raw data into digestible, connected insights.
Marie-Andrée Turgeon
Senior Manager of Product Operations
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04
Building with more confidence than ever before
After adopting Channels, the immediate and significant change is clear for Achievers. Marie-Andrée expains, “Channels has laid a strong foundation by making real-time, organized customer insights more accessible than ever before.” There's clear optimism for increased confidence and alignment around product priorities as new planning processes mature.
With the help of Dovetail, Achievers experiences greater clarity and alignment by centralizing feedback into actionable intelligence. For instance, their Insights Committee used Channels to validate a suspected user flow issue with real data. The team suspected that there was a UX issue in their product, but they didn’t have enough information to fix it. With Channels, the Insights Committee connected the dots across more feedback sources to reveal the UX issue was bigger than they initially thought. Having customer intelligence always at hand means teams no longer dig through scattered documents but quickly validate assumptions and move forward to innovate faster—or in this case, fix problems quickly, with data-backed confidence.
Dovetail has played a key role in helping the Achievers Product Design team maintain momentum by centralizing our intelligence in one consistent, accessible space, resulting in faster, smarter decisions.
Marie-Andrée Turgeon
Senior Manager of Product Operations
05
A customer-led future
What excites Marie-Andrée most about the future with Dovetail is the continued evolution of a product already making a meaningful impact. Looking ahead, Achievers plans to expand Dovetail’s use across more internal teams beyond Product Design to Product Marketing, Operations and beyond—deepening their ability to amplify the voice of the customer. As the platform grows, so does Achievers’ ability to embed continuous customer intelligence into their day-to-day decisions, moving them closer to a truly customer-led culture.
