How Rituals makes digital feel Rituals
Rituals is rolling out NEXT AI to turn Salesforce + Usabilla feedback into clear priorities—so the digital team ships what matters, faster.
Goals at a glance
Rituals’ digital team is using NEXT AI to achieve three outcomes:
Reduce time-to-insight
Move from manual synthesis to answers in minutes—so decisions keep pace with the flow of work.Prioritize the right fixes
Quantify the experience drivers behind drop-offs and dissatisfaction, backed by customer evidence.Scale local intelligence
Make insights usable at the right level of detail—by journey step, market, and touchpoint—so teams know what to fix first.
“We’re deploying NEXT AI so customer feedback becomes a daily input to the roadmap—ranked, quantified, and grounded in real customer language.”
– Wouter Brackel, Head of Digital Products
Inside Rituals' rollout
Rituals is deploying a customer intelligence layer that:
Unifies digital feedback and customer signals into a single, governed view
Understands experience drivers with ranked themes, counts, and verbatims
Activates insights into day-to-day digital execution (prioritization, experiments, and fixes)
Connected systems:
Salesforce (customer and service context)
Usabilla / SurveyMonkey (digital feedback and open-text survey responses)
Signature workflows
1) Deep research into digital experience drivers
Goal: Identify what’s hurting conversion, loyalty, or satisfaction—right now.
Teams will run deep dives on questions like:
“What’s driving dissatisfaction in checkout or delivery this month?”
“Which friction points are rising fastest by market?”
“What do customers love most—and what’s causing drop-offs?”
Output: Ranked drivers + quantified themes + representative verbatims, packaged for decision-making.
2) Comparative analysis across journeys, markets, and periods
Goal: Learn faster by comparing what works, what doesn’t, and how drivers are evolving.
Rituals will use comparisons to answer:
“How does mobile vs desktop feedback differ?”
“What changed after the last release?”
“Which markets report the most friction in search or checkout?”
Output: Side-by-side insights that reveal where to replicate wins and where to intervene.
3) Feedback-to-backlog activation for the digital team
Goal: Ensure insights become action—not a document.
Plug evidence into the team’s workflows so that:
priority issues become fix-first backlog items,
experiments are grounded in customer language, and
stakeholders align faster because the “why” is backed by proof.
Output: Decision-ready outputs that connect customer voice to next-best actions.
Why NEXT AI (and why not just ChatGPT)
Rituals already has AI tools available. The difference is operational: NEXT AI continuously prepares and structures real customer feedback so teams can trust the outputs.
NEXT AI:
connects directly to systems like Salesforce and Usabilla, so insights come from real sources—not pasted snippets;
builds evidence coverage (counts + verbatims) so decisions are grounded in real customer truth;
produces purpose-built outputs via modes (deep research, comparisons, hypothesis validation) that match how digital teams work;
creates repeatable workflows so insight production scales without adding headcount.
Leadership lessons Rituals is applying
Great digital CX is a system, not a project: feedback needs to be continuously usable.
Speed matters—but only with evidence: ranked drivers and real customer language reduce mis-bets.
Consistency comes from shared truth: one view of customer voice keeps teams aligned across touchpoints.
“The win for us is speed and alignment: fewer debates, faster decisions, and a roadmap grounded in real customer evidence.”
– Wouter Brackel, Head of Digital Products