How Comun’s CX team built a Voice of the Customer Dashboard in One Week - Without a Single Engineer

Executive Summary

Comun's three-person CX team — none of them engineers — used Major to build a self-serve Voice of the Customer dashboard during a company hackathon. The app pulls directly from Snowflake, surfaces real-time customer insights across CX interactions, app reviews, and research surveys, and is already being used by Product and Ops teams to make product decisions. It won first place at the hackathon, replaced a broken Hex dashboard that had required data team support, and has since inspired multiple teams across the company to start building on Major.

The Challenge

Común is a Spanish‑first money app for Latinos in the U.S., helping them get paid, pay bills, and send money home. The company's CX team — Constanza, Daniela, and Macarena — sits at the intersection of customer support, product feedback, and quality. They hear what users are experiencing every day, across support interactions, app store reviews, NPS surveys, and user research interviews.

The problem was that none of these insights were accessible in one place. Product and engineering teams would regularly come to CX with questions — what are customers saying about the new fee? how did the cheques launch land? — and each time, the CX team had to manually pull interactions, run ad hoc analyses, and report back. It took hours and pulled them away from their core work.

A previous hackathon team had built a solution in Hex connected to Snowflake, but it never stuck. The dashboard was visually hard to parse, inflexible, and required a data scientist to make any changes. When it eventually broke due to a Snowflake issue, nobody had the bandwidth or access to fix it.

"I never touched it because I didn't understand it. It depended on a data scientist to adjust or change anything. Visually it was just raw numbers. And then it broke, and nobody had the priority to fix it. It just died." — Constanza Formoso

Why Major

The team initially considered Lovable, which others at Comun had used. But they quickly learned it couldn't query historical data from Snowflake — it would only produce static snapshots. They needed a live, filterable dashboard that connected directly to their data warehouse.

An engineer on the team pointed them toward Major during an office hours session. The native Snowflake integration was the deciding factor — all the data they needed was already in Snowflake, and Major let them query and display it without standing up any infrastructure.

"Someone said 'use Major,' gave us the link, and we just dove in. That was it." — Constanza Formoso

What They Built

In one week, the team built a Voice of the Customer dashboard that unifies three data sources: CX interactions from Intercom, app store reviews, and user research surveys and interview transcripts. Research transcripts were run through Claude to extract key topics before being loaded into Snowflake tables.

The dashboard lets anyone at Comun search by topic, filter by time period, read actual customer quotes, and track trends in NPS and CSAT — all self-serve, no CX team involvement required.

The team built the entire thing by prompting Major directly — in a mix of English and Spanish. They started by drafting prompts in Claude and pasting them into Major, but quickly realized they could just describe what they wanted inside Major itself. Click-and-ask became their primary workflow for fine-tuning layout, colors, and small adjustments.

"It surprised me that it understood on the first try. With other AI tools you have to explain things multiple times. And it understood us in English, Spanish, Spanglish — it didn't matter." — Constanza Formoso

The Impact

The dashboard won first place at Comun's company-wide hackathon. But the reaction that stood out most came from the data team. One data scientist told the CX team they had built something better than what his own team would have produced — because the people closest to the problem designed it with their own perspective, their own sense of what mattered, and their own visual language.

Product and ProductOps have already started using the dashboard to answer questions that used to require a CX team member to investigate manually. A ProductOps lead used it to assess how much users relied on the transactions view before a planned home screen redesign. NPS data for Remesas and P2P payments is now consultable directly.

The team hasn't even formally socialized the tool across the company yet — and it's already being used.

"One of the data scientists came up and said, 'you built something better than what we would have built' — because we put our own personality into it. That's what happens when the people closest to the problem are the ones building the solution." — Constanza Formoso

What's Next

The success of Voice of the Customer opened the door to more. Constanza is now building a CX Ops Hub — a management dashboard for the 39-person BPO team that tracks staffing, attrition, SLA performance, forecasting, and costs. Everything that currently lives in spreadsheets and Hex is being consolidated into Major.

Daniela is building a quality management app to replace their current QA platform with richer conversational insights. And the team plans to connect Voice of the Customer to Linear so engineering can see the direct CSAT impact of unresolved tickets.

Other teams at Comun have taken notice. Colleagues across the company have started building on Major independently. The CX team's hackathon project became proof that non-technical teams can ship real tools — and it's spreading.

"I think it opened the door to more. People have been coming up to ask about Major. We're already thinking about what else we can build. With other tools there are always ideas but they're hard to land — with Major it's just easier." — Constanza Formoso

About Comun

Comun is a Spanish‑first money app for Latinos in the U.S., providing accessible banking services to an underserved community. With a fully bilingual product and a dedicated CX team operating out of Mexico, Comun serves users who are often navigating the US financial system for the first time — offering remittances, P2P payments, and everyday banking in a product designed around their needs.

Learn more at comun.app