Vestd Builds Segment-Specific CS Scorecards and Automates Product Feedback Routing
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Vestd is a UK-based platform for managing employee share schemes, covering option grants, EMI schemes, and equity reporting for startups, SMEs, and enterprise companies.
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Book a DemoVestd helps founders, HR leaders, and finance teams run share schemes without the administrative overhead. The platform handles everything from EMI option grants to equity reporting across company stages.
Krishan Sachdeva leads enablement and coaching at Vestd, supporting a customer success team that fields a high volume of inbound calls from clients ranging from early-stage startups to enterprise accounts with complex reporting requirements.
The Challenge
Vestd's CS team handles three meaningfully different customer types: enterprise clients with complex reporting needs, growth-stage SMEs setting up their first share scheme, and early-stage startups issuing equity for the first time. Each segment requires different skills and a different conversational approach. One scorecard applied across all three produces numbers you cannot act on.
Before Outdoo, call quality lived in spreadsheets built from manual review. That gave the head of CS a rough sense of individual performance but no reliable way to compare team members side by side or drill into what was actually driving results.
Product feedback was a separate problem. CS calls regularly surfaced bugs, feature requests, and usability issues, but there was no systematic way to capture that information. It stayed in call recordings no one had time to review, and the product team never saw it.
The Solution
Separate scorecards for each customer segment
Krishan built three scorecard frameworks in Outdoo, one each for enterprise, SME, and startup calls. A high score on an enterprise call is measured against enterprise-specific criteria. A startup call is scored against startup-appropriate behaviors. Performance within each segment is comparable. Cross-segment comparisons do not distort the picture.
The team hierarchy Krishan set up in the platform lets the head of CS view performance by team and manager in aggregate, then drill into individuals when a pattern warrants closer examination. That structure was not possible with the spreadsheet model.
“Three separate scorecards was the thing that made the data actually usable. A startup CS call and an enterprise CS call are not the same conversation. Scoring them the same way produces numbers you cannot act on.”
Automated product feedback routing from CS calls to HubSpot
Playbooks in Outdoo are configured to detect product feedback signals in CS calls. When a call contains language indicating a bug or feature request, the playbook fires and pushes a structured note to the relevant HubSpot field. The product team gets a triage-ready summary without anyone having to listen to recordings.
Issues and enhancement requests that previously went unlogged now generate structured records in HubSpot that can be prioritized and tracked. Every CS call is now a potential source of product intelligence that reaches the right team automatically.
“Product feedback was being lost in call recordings. Now it routes to HubSpot automatically. The product team can triage issues from CS calls without anyone having to remember to flag them manually.”
Building a data case to move off spreadsheets
The head of CS was not going to abandon spreadsheets on the basis of a promise. Krishan's approach was straightforward: get enough data into the dashboard to make the comparison obvious. Call reassignment, the ability to correct a call attributed to the wrong rep without disrupting coaching data, gave Krishan confidence that the numbers were accurate enough to put in front of her.
As the call library has grown, the coaching reports have become more specific and the case for moving away from spreadsheets harder to ignore. Krishan is not asking her to trust the tool. He is showing her what the dashboard shows versus what the spreadsheet shows.
“The way I see it, I just need to get enough data in front of her to make the comparison obvious. Once she can see what the dashboard shows versus what the spreadsheet shows, the decision makes itself.”
The Impact
Vestd's CS team moved from manual spreadsheet-based quality tracking to a structured coaching setup with segment-specific scorecards, automated product feedback capture, and a team-level performance dashboard that gives the head of CS a reliable view of how the team is performing.
CS performance data comparable within each customer segment
Enterprise, SME, and startup calls are now evaluated against criteria appropriate to each segment. The head of CS can compare performance reliably within a segment and between team members handling the same customer type, which a single scorecard could not support.
Product feedback automatically extracted and routed to HubSpot
Every CS call now generates product intelligence in a structured, triage-ready format. Information that previously stayed in unreviewed recordings now flows to HubSpot automatically, without requiring CS managers to monitor and manually log what they find.
Team-level dashboard replacing spreadsheet quality tracking
The head of CS now has a live view of how teams perform in aggregate, with the ability to drill into individuals when patterns warrant closer examination. That visibility is current and structured in a way that a manually maintained spreadsheet could not provide.
