ReX

In 2019, ImpactSense — a leading customer insights and benchmarking company — approached Aduro to design and build ReX, an experience management platform for UK telecom operators. ImpactSense collects benchmark data through AI-assisted research and manual evaluation; ReX's job is to present that data in the most useful and intuitive way — helping operators discover problem points, compare performance against competitors, and act on recommendations. Aduro led the data and software architecture, working with designer Darby Manning on the interface, while planning how scores, charts and actions should be structured for a scalable SaaS product.

From benchmark data to executive clarity

Telecom customer experience data is inherently complex — scores across journeys, channels, brand perception and conflict resolution, each with different granularity and competitor context. The strategic question was not how to show more charts, but how to structure insight so an executive could understand their standing in minutes and know where to focus next.

ReX opens on a personalised dashboard: a headline ReX score with trend direction, a league table ranking the operator against competitors, and category cards showing which experience areas most influence the overall result. Users switch assessment periods to track movement over time, with per-client branding so each operator sees their own benchmark universe within a shared platform.

Benchmarking built into every view

Competitor comparison is not a separate report — it is woven through the product. Category scorecards show contribution weightings, historical line charts overlay rival operators, and insight cards highlight where the signed-in company is winning or losing ground. Each visualisation type maps to its own data contract — journey metrics, channel health, brand perception, product attributes — rather than forcing diverse telecom benchmarks into a single generic chart component.

That block-typed architecture was an executive decision about reusability and scale: ImpactSense can add new metric types and assessment periods for each client without rebuilding the application, because the frontend renders typed content blocks fed by a REST API rather than hard-coded dashboards.

Turning insight into action

Scores alone do not improve customer experience — teams need to know what to do next. ReX includes an Actions Hub where ImpactSense assigns strategic focus areas, rapid enhancements and red flags, with resolve and archive workflows, due dates, threaded comments, and links back to the experience categories driving each recommendation.

Automated insight cards surface significant performance changes and competitor movements, and any dashboard view can be shared as a PDF or emailed to stakeholders who are not logged into the platform. The product closes the loop between benchmark data and operational response.

A data pipeline designed for SaaS operations

ImpactSense needed a manageable way to import client data — collected through AI tools and expert review — without manual database work for every assessment cycle. Aduro built a translation layer microservice: operations upload structured spreadsheets per organisation and period, and background jobs parse each sheet into the correct block schemas via the REST API.

The same pipeline exports data back to spreadsheet format for audit and QA. Assessment periods are first-class entities, powering historical charts and sidebar navigation as new benchmark waves are published.

Secure, multi-tenant and mobile-ready

As a SaaS product serving competing operators, ReX enforces strict organisation-scoped access — every API request is tied to the tenant the user belongs to, with role-based permissions governing what subscribers, administrators and cross-company users can see or change.

Design began in September 2019 and ReX launched in January 2020 — ten weeks from development start to live product. Aduro and ImpactSense have continued to evolve the platform since, including responsive improvements for mobile access so executives and account teams can review scores and actions on the move.