Across customer operations, organisations are surrounded by signals of customer experience. Many are rich. Few are fully understood. At AXA Insurance, one of the most underused signals was Expressions of Dissatisfaction — moments where customers expressed frustration or disappointment, but where the interaction did not meet the formal definition of a complaint.

These moments were captured manually by frontline advisors. The process added complexity at the end of demanding calls. Decisions relied on individual interpretation. And while the data existed, it rarely translated into learning or meaningful change. Dissatisfaction was recorded, but not truly understood.