XP Inc. revolutionized its customer strategy by partnering with Medallia and SMT to implement a data-driven, customer-centric model that significantly enhanced satisfaction and loyalty. With over 2.8 million customers and $119 billion in assets under management, XP replaced outdated tools with Medallia’s Text Analytics to capture real-time feedback, identify satisfaction drivers, and act quickly. This led to a 35-point NPS increase and a fivefold rise in advisor engagement. XP also used feedback to monitor digital events and optimize platforms. Promoters were found to be 5.7 times more valuable than detractors, confirming the ROI of experience-led transformation

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