How Aptem unifies customer feedback and accelerates insight-driven product decisions with Four/Four

Executive summary

Aptem, a leading provider of vocational learning and apprenticeship software, set out to transform how it listens to, and acts on customer and prospect feedback. Before Four/Four, valuable qualitative insights were siloed across teams and channels, hampering product innovation and customer success. By implementing Four/Four’s AI-powered feedback aggregation and analysis platform, Aptem unified feedback streams into a single source of truth, structured its data for fast, repeatable analysis, and automated insight sharing across departments. As a result, Aptem saw a 2x increase in product decisions directly tied to real customer evidence, a marked reduction in manual research effort, and measurable improvements in stakeholder collaboration and decision-making speed.

About Aptem

Aptem is the market-leading provider of end-to-end vocational learning and apprenticeship management software in the UK. Serving training providers, higher education institutions, and employers, Aptem’s platform supports over 200,000 learners every month. With more than 130 employees, including a robust technology and product team, Aptem is focused on continuous innovation, high growth, and a reputation for delivering intelligent, regulatory-compliant learning solutions. Across the business, teams are tasked with driving product development, onboarding and supporting customers, and responding to evolving market needs, all of which rely critically on gathering accurate, actionable feedback.

Situation and challenge

As Aptem grew, so did the complexity and volume of customer interactions. Product managers, customer success managers, marketers, and implementation specialists each collected feedback through Zoom and Teams calls, emails, support chats, NPS surveys, behavioral analytics tools (like Pendo), and sales platforms (like Outreach). This proliferation led to several pressing challenges:

• Scattered, siloed feedback: Crucial qualitative insights were trapped in email threads, internal notes, or locked away in department-specific tools. Tracking what customers were saying across hundreds of touchpoints became an exercise in luck rather than design.
• Manual, inconsistent synthesis: Surfacing trends from mountains of call transcripts or freeform notes required hours of manual review, often resulting in missed themes or inconsistent tagging.
• Poor insight-to-action connection: Even when feedback was gathered, structuring it for reporting or driving product strategy was labor-intensive. Bringing insights from research and customer conversations into product requirements, marketing collateral, or executive dashboards was slow and inconsistent, limiting agility and impact.
• Scaling complexity: With Aptem’s aggressive growth targets (42% year-over-year revenue growth), more teams relied on timely, trustworthy feedback to inform big bets and day-to-day decisions, making the status quo unsustainable.

Solution: Implementing Four/Four

Aptem selected Four/Four to unify and automate the full lifecycle of customer feedback from capture through codification to output creation. Deployment focused on three pillars:

1. Centralized capture:
   • Four/Four ingested call recordings, meeting transcripts, emails, and feedback from platforms like Teams, Outreach, Salesforce, and Pendo.
   • All interactions whether from Product, CS, Marketing, Implementation, or Sales were funneled into a single repository, breaking down departmental silos and creating a master record of customer voice.
2. AI-powered codification:
   • Using natural language processing, Four/Four automatically transcribed and analyzed feedback, surfacing jobs-to-be-done, pain points, feature requests, and sentiment.
   • Custom tagging, topic sets, and hierarchical mapping allowed feedback to be accurately attributed to specific features, projects, or market segments.
   • Dashboards and reports visualized trends over time, and automated workflows delivered weekly digests or alerts about emerging issues.
3. Actionable outputs and sharing:
   • Product managers and CX leaders could instantly generate thematic reports, customer journey summaries, or feature validation packs drawn from structured data.
   • Insights were pushed directly into tools like JIRA for product development, Planhat for customer success workflows, and Salesforce for account-level visibility ensuring every team had the intelligence they needed in the systems they used every day.
   • Knowledge could be easily exported for presentations, executive updates, PRDs, or tailored collateral, supporting decision-making organization-wide.

Results and benefits

After rolling out Four/Four, Aptem achieved a step change in its ability to act on customer feedback at scale:

2x Increase in evidence-based product decisions:

The percentage of new product initiatives directly tied to clearly attributed customer feedback doubled within six months, accelerating feature validation and reducing the risk of building for the "wrong" needs.

40% Reduction in manual research and analysis effort:

Automated transcription, tagging, and theme extraction enabled product, CS, and marketing teams to spend less time compiling data and more time on analysis and action resulting in faster iteration cycles and more responsive customer comms.

Improved cross-team collaboration:

With a single source of truth for customer voice, CS, Marketing, Product, and Implementation teams found it easier to align launch plans, address common pain points, and share best practices. Executive stakeholders had instant access to dashboards showing real-time trends and customer sentiment, strengthening trust in the decision process.

Reduced siloed knowledge, achieved greater transparency:

Four/Four’s integrations ensured that insights flowed automatically into JIRA, Salesforce, and Planhat. No more lost transcripts or forgotten meeting notes anyone in the business could access the latest customer insight relevant to their job.

Faster turnaround on customer-facing outputs:

Four/Four empowered teams to rapidly generate customer-call summaries, feature validation reports, and marketing collateral, shortening time-to-response and boosting customer satisfaction.

Conclusion

For scale-ups like Aptem, turning fragmented feedback into structured insight is a game changer. With Four/Four, Aptem not only unified and unlocked the value of its qualitative data, but also accelerated its ability to adapt, innovate, and lead in a dynamic market. The result: greater customer centricity, smarter product bets, and a more aligned, insight-driven organization ready for their next phase of growth.

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