Use Case

A structured feedback loop for large-scale ERP rollouts

When native comment features could not keep pace with the scale and complexity of a 100-country ERP programme, a global infrastructure and construction group built a dedicated feedback management workflow in Airtable. Change management and PMO teams can now capture stakeholder input through custom intake forms, filter and route it for resolution, and close or archive items once resolved, giving the programme a repeatable feedback loop that scales.

Comments at scale are not a feedback system

A multi-year ERP rollout touching more than 100 countries generates a continuous flow of stakeholder input: questions about process changes, concerns about go-live readiness, and requests for clarification on training content. Before the team built a dedicated workflow, this input landed in native comment threads that had no filtering, no routing, and no way to mark items as resolved. Programme staff had to scan comment logs manually, and resolved items stayed visible alongside open ones, making it impossible to get a clear picture of what actually needed attention.

Bulk administration was equally difficult. There was no way to reassign groups of comments, suppress notifications for closed items, or export feedback data for trend analysis. As the programme expanded across more countries and business unit teams, the gap between what the change management team needed and what the comment feature could provide became a delivery risk in its own right.

What they built

The team replaced the comment-based approach with a dedicated Airtable table that acts as a formal feedback register. Custom intake forms, integrated with the broader programme base via the automation platform and Microsoft Forms, route each submission into the register with a status of open. From there, change management staff can filter by country, delivery track, or category, assign items for resolution, and add notes as work progresses. Every item has a clear owner and a current status, so the team can triage at a glance.

When an item is resolved, a workflow step moves it to a closed status and archives it, removing it from the active queue without deleting the record. The archive provides a searchable history for retrospectives and audit purposes. Integration with SharePoint and Azure AD ensures that access to the feedback data follows the same identity policies as the rest of the programme base, keeping sensitive stakeholder input visible only to the teams responsible for acting on it.

The outcome

The change management team now has a single, filterable view of all open stakeholder feedback across the entire programme. Items move through a four-stage pipeline from intake to archive, and no resolved item stays in the active queue to obscure the work still needed. The team can identify patterns in feedback across countries or delivery phases without a manual aggregation step.

Because the feedback workflow lives inside the same Airtable base as the programme governance hub, change requests can be linked directly to the delivery track records they affect. This gives the PMO and change management teams a joined-up view of where stakeholder concerns align with programme risk, supporting faster decisions and better-targeted communications during the rollout.

Inside the solution

How the feedback workflow operates

Customer Success & Service Operations

  • Feedback collection via custom intake forms
  • Change request intake and routing to the relevant team
  • Feedback processing and resolution tracking
  • Closing and archiving resolved feedback items
  • Native Airtable comments too difficult to administer at programme scale
  • No way to filter or bulk-manage comment notifications
  • No mechanism to mark resolved feedback as closed or deleted
  • Lack of visibility into stakeholder concerns across parallel deployments
  • Structured feedback workflow tied directly to the ERP deployment programme
  • Improved visibility into stakeholder concerns for the change management team
  • Full resolution tracking with close-loop archiving for every item
  • Consolidated change management within the broader SAP programme
  • Change Management
  • PMO
  • SAP S/4HANA
  • Microsoft Forms
  • Power Automate
  • SharePoint
  • Azure AD
  • The automation platform
Build out this use case

Voice of the Customer and Feedback Management

Capture stakeholder feedback from every intake channel into one filterable register, route each item to a named owner with a response deadline, and track it through a four-stage pipeline from open to archived without ever deleting a record. Automations open the resolution action, notify the owner and archive resolved items out of the active queue, while native AI fields summarise each concern for triage, recommend a routing category and draft the reply back to the stakeholder.

Use this template
Voice of the Customer and Feedback Management - Overview dashboard
How it works

How to build this in Airtable

Replace native comments with a dedicated feedback table

Create a standalone feedback register table with fields for category, country or division, status, owner, and resolution notes. Link it to the delivery track or project table so feedback is always associated with its programme context.

Build a custom intake form

Use Airtable forms or Microsoft Forms with a Power Automate connector to route submissions into the feedback register. Include fields for the submitter's role, the delivery phase they are commenting on, and a free-text description of the concern.

Set up status-based views for triage

Create filtered views for Open, In Progress, and Resolved statuses so change management staff see only the items that need their attention. Group by country or delivery track to identify where feedback is clustering.

Automate routing with the automation platform

Trigger the automation platform when a new record enters the register to notify the relevant owner and set a due date for response. Use conditional logic to prioritise items flagged as blockers or tied to upcoming go-live milestones.

Archive resolved items without deleting them

Add an automation that moves resolved records to an archive view and removes them from the active triage queue. The archive remains searchable for retrospectives, trend analysis, and audit requests.

FAQ

Frequently asked questions

Native comments in Airtable cannot be filtered, bulk-managed, or marked as resolved. At the scale of a 100-country programme with parallel delivery tracks, the team needed the ability to triage by status, assign items to owners, and archive closed feedback without losing the historical record.

Feedback records are linked to the relevant delivery track or project records in the main programme base. This means the PMO can see whether a cluster of stakeholder concerns aligns with a specific country, go-live milestone, or delivery phase, supporting faster escalation decisions.

Submissions from Microsoft Forms or Airtable's own form view are picked up by the automation platform, which applies routing logic based on category and delivery track to notify the appropriate change management owner and set a response deadline.

Resolved items are moved to an archived status by an automated workflow step. They disappear from the active triage queue but remain in the base as a searchable record, available for programme retrospectives, audit requests, or trend analysis across the rollout.

Azure AD single sign-on enforces identity-based access policies across the programme base, so feedback records are visible only to the change management and PMO staff who are authorised to act on them. SharePoint integration follows the same policy layer for linked documents.