CX Spotlight: How Michael Nguyen on building VOC programs at Asana and using AI for self-reflection.

CX Spotlight is a series where we speak to customer experience leaders from across industries who are rethinking support, building customer-first cultures, and finding clarity in the messiness of real-life CX.

Every edition is a quick, candid conversation. No fluff. No jargon. Just real-world insights from people who’ve been there and done that.

Table of Contents

• In Conversation With Michael Nguyen
  • 💬 What would your support alter ego be called—and what would their superpower be?
  • 🎯 How did you find your way into customer experience? Was it intentional or accidental?
  • 💡 What’s one practical change you’ve made to make your team more customer-centric?
  • 🛠 What’s one tool or app you can’t live without at work?
  • 🙌 One piece of advice for someone starting out in customer support?
  • 🤖 What’s a use case where AI actually made things better?
  • 📬 Is email underrated or overrated as a support channel?
  • 📚 A book, podcast, or show you’d recommend to your peers?
  • 🙏 What’s one emoji you use a lot with customers?
  • ⛳ If you weren’t in CX, what would you be doing?

In Conversation With Michael Nguyen

What happens when customer feedback isn’t just a metric, but the anchor for every strategic decision? It’s the question Michael Nguyen, Head of Customer Intelligence at Enterpret, is answering every day.

With over a decade of experience across brands like Figma and Asana, Michael’s expertise lies in operationalizing customer feedback. Whether it’s a simple ritual like “Coffee and Customers” or deploying AI to flag quality issues, Michael is obsessed with making customer feedback impossible to ignore. His ultimate goal is to eliminate the friction that keeps teams from acting on what customers are really saying.

In this edition of CX Spotlight, Michael shares how he went from management consulting to customer advocacy, the (surprising) blockers to customer-centricity, and why the most powerful use of AI isn’t automation. Read along to find out more.

💬 What would your support alter ego be called—and what would their superpower be?

The Insights Architect. 🧠 I like building living knowledge networks that route every customer signal to the exact person who needs to hear it.

🎯 How did you find your way into customer experience? Was it intentional or accidental?

Very intentional. I hit a quarter-life crisis while working in management consulting. I enjoyed solving tech problems, but I hated not sticking around to see if our work actually made an impact. That disconnect pushed me toward something more human-centered.

That’s when I discovered design thinking. It gave me language for everything I believed in: continuous learning, empathy, clarity. From there, I moved into customer success, built VoC programs at Asana and Figma, and now I’m helping define the customer intelligence category. What started as discomfort became a personal mission: make customer feedback the foundation for decision-making.

💡 What’s one practical change you’ve made to make your team more customer-centric?

At Asana, we started something called ‘Coffee and Customers’. Every morning, over breakfast, we’d share a daily digest of raw customer feedback. This was super insightful, and yet so simple. No logins, no dashboards, just feedback straight into people’s hands.

We were trying to reduce the effort it takes to engage with customer voices. Once we removed that friction, people across teams started responding to feedback, looping in customers, and sharing insights proactively. The lesson that stuck was, if you make feedback easy to access, people will actually use it.

🛠 What’s one tool or app you can’t live without at work?

My AI teammates are ChatGPT, Claude, Perplexity, and Enterpret’s own Quality Monitor Agent. They’ve fundamentally changed how I work and think.

🙌 One piece of advice for someone starting out in customer support?

Show the same empathy to your coworkers as you do to your customers. That shift changed how I advocate internally. Instead of getting frustrated when priorities don’t align, I try to understand the “why”; whether it is engineering constraints, roadmaps, or resourcing.

🤖 What’s a use case where AI actually made things better?

Two come to mind:

• Quality Monitoring: At Enterpret, our AI reviews 100% of customer interactions and flags only the ones that need a human eye. That means teams spend less time hunting for issues and more time solving them.
• AI for Self-Reflection: I regularly use ChatGPT to analyze patterns in how I write, lead, and make decisions. It’s like having a mirror for your brain.  It’s helped me see blind spots and grow faster than I ever could on my own.

📬 Is email underrated or overrated as a support channel?

Overrated. Email removes the context that makes feedback actionable. I prefer in-product or in-experience channels. They capture what the customer was doing, thinking, and feeling in that exact moment. That context makes all the difference when turning feedback into strategy.

📚 A book, podcast, or show you’d recommend to your peers?

Unreasonable Hospitality. It’s about turning ordinary moments into unforgettable ones. A great reminder that small acts of care create massive impact.

🙏 What’s one emoji you use a lot with customers?

🙏 Always grateful.

⛳ If you weren’t in CX, what would you be doing?

I’d be a professional golfer. No question.

Enjoyed Michael’s take on customer experience? Follow him on LinkedIn or check out more stories in the CX Spotlight series.

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