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VXS APPLICATIONS
Where there's a bond, there's VXS
VXS isn't exclusive to big B2C brands or industries with a track record of delight, like Disney or Apple. It works in any ongoing relationship between an organization and its audiences: from the outside in, with customers; from the inside out, with the people who make the company run.
By audience and business model
Applying VXS isn't about firing off a survey to your entire contact base. It's an exercise in strategic curation: deliberate choices about who to listen to, when to listen, and at which moments in the journey. The common denominator across the audiences below is the existence of a relational journey with the organization, whether commercial, service-related, support-related, or ongoing use.
End consumers in retail, healthcare, education, telecom, energy, mobility, banking, insurance, and other direct-contact industries.
Contracting companies, distributors, representatives, channel partners, resellers, franchisees, and corporate clients.
Government bodies that contract private companies: city halls, state governments, and regulatory agencies.
Citizens served by public services: healthcare, transportation, security, education, or social programs.
Brands that sell directly to the end consumer, often through their own digital channels.
Beneficiaries, donors, volunteers, and sponsors, and also startups and digital platforms: users, subscribers, creators, and logistics partners.
Transactional vs. Relational: two complementary applications
One captures the moment. The other captures the history. Use both together: Transactional to react, Relational to lead.
Transactional VXS: the thermometer of now
"How valued did you feel in the service you just received?"
- Applied right after a specific interaction
- Channels: support, chatbot, WhatsApp, IVR
- Measures the feeling in the specific context
- Prioritizes speed over depth
Relational VXS: the accumulated history
"How valued do you feel by our company right now?"
- Applied periodically (quarterly, annually)
- Channels: email, app, dedicated form
- Measures the long-term accumulated bond
- Prioritizes depth over speed
VXS (customers) and eVXS (employees)
The experience doesn't end at the company's front door. Employee VXS (eVXS) applies the same methodology to the internal audience: employees, outsourced teams, and leadership. It measures whether people feel valued by the organization, fostering engagement and a sense of belonging.
There's no valued customer served by teams that don't feel valued themselves. The combination of VXS and eVXS reveals the full ecosystem of value perception, inside and outside the organization.
eVXS can be segmented by:
By company size: from scale to pilot
VXS was designed to work in any context where there's an ongoing relationship between an organization and its audience. It doesn't matter if the company has 10 or 10,000 employees. What changes is the pace of implementation, not the method. Larger companies tend to have more interdependent processes and more delicate decisions; smaller companies usually have fewer dedicated resources, but gain in agility.
That's why the VXS implementation roadmap is designed in phases, letting any company size start small and scale sustainably:
PHASE 1 · 30–60 DAYS
Pilot
100 to 500 respondents, one audience, and one channel. Goal: validate methodology and receptiveness without committing major resources.
PHASE 2 · 60–120 DAYS
Expansion
Expands to new segments and channels, compares VXS across profiles, and closes the cycle with action plans in at least two zones.
PHASE 3 · 120–180 DAYS
Institutionalization
Integration with CRM and BI, permanent cross-functional governance, and the indicator built into each area's OKRs.
PHASE 4 · 180+ DAYS
Maturity
VXS as a predictor of churn and expansion, industry benchmarking, and the indicator as a competitive advantage.
"Start small and validate the value before scaling. What matters isn't starting perfect, but starting, learning, and progressively evolving."
Roberto Madruga, on the objection "we don't have the team or the technology to apply VXS"