Table of Contents
Manual, spreadsheet-bound feedback analysis replaced by always-on insight.
Nuanced low-volume subthemes now surface before they escalate into fires.
Real-time Slack alerts, team-scoped reports, and dashboards drive company-wide adoption.
“It [Unwrap] accelerates our sense-interpret-respond cycles. Every team can have a compressed time from insights to action. Most groups, engineers, analysts want to do better, and now they have fuel for where to focus.”
– John Moses, VP of Member Experience, Oura
Context: A lifetime relationship – not a transaction
Oura is the company behind the Oura Ring, an intuitive smart ring that enables users to better understand and improve their health. Born in Finland and raised on a ‘Human First’ philosophy, Oura is a membership-based community at its core. Every company-wide meeting opens with a member story, and internal presentations often lead with voice-of-member quotes.
The Challenge: A member-first philosophy and the tools to keep up with it
Before Unwrap, Oura’s teams spent countless hours pulling sample data and hand-building categorization logic to surface basic themes. Support platforms like Zendesk relied on hardcoded classifications that were hard to manage and never fully comprehensive, leaving critical gaps in understanding why members were really reaching out.
The model was fundamentally reactive. Low-volume issues stayed invisible until they escalated – by which point it was too late to get ahead of them. Oura tried other vendors, but none delivered the faster time-to-insight, team efficiency, and more accurate member representation they needed.
“Each investigation was slow, ad hoc, and confined to spreadsheets, making it impossible to keep up with the sheer volume and breadth of customer conversations... In this purely reactive model, low-volume issues could easily hide, meaning we only began conversations once the problem had already escalated.”
– Jens Nordgaard, Analytics Manager, Oura
The Solution: A single source of truth for the voice of the member
Unwrap resolved Oura’s fragmented feedback problem. Siloed data and tedious spreadsheets gave way to a single source of truth, accessible to everyone from product to support. What once consumed a significant portion of Jens’ week now happens instantly, delivering insights on major themes and the nuanced subthemes beneath them.
But aggregation only matters if it reaches the right people. The MX team built the connective tissue between insight and action: real-time Slack alerts when something spikes, team-scoped reports, custom dashboards, and tutorials that let any function self-serve. The result was the fastest adoption of any feedback tool Oura had tried.
“Now we have the tools to aggregate feedback at scale without that manual burden... But aggregation only matters if it reaches the right people. We’ve created systems so that the feedback gets to the right places in a timely manner.”
– Dayu Aryanthi, CX Strategy, Oura
Outcomes: Turning member signal into product decisions
The clearest proof is in the decisions Unwrap now informs. The MX team kept hearing – and seeing in the numbers – that members valued talking to support agents on the phone. That signal fed directly into the decision to expand phone capacity and invest in it as a differentiator.
On the hardware side, the payoff is speed. If a ring fails in the field, Unwrap now links related reports even when wording and context differ, giving engineers an early read on emerging trends and getting potential fixes into the factory sooner.
“Unwrap builds the credibility of my MX team. The rest of the company grows in their true understanding of the job we have to do; and they want to help. They can’t ignore what they are hearing directly in the voice of the member, and it motivates them to act.”
– John Moses, VP of Member Experience, Oura
What’s Next
Oura is exploring deeper integration between Unwrap and its engineering monitoring tools – connecting spikes in crash logs and anonymized feature trends to the qualitative experience of members. The goal: engineering can act not just faster, but far more efficiently.
Ready to find your signal?
Join companies like Oura, Southwest Airlines, and DoorDash who use Unwrap to turn customer feedback into fast, credible decisions.
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