APECS X
Customer experience intelligence
Real-time results.
A clearer next move.
Explore results, ask questions in natural language, and turn customer feedback into action.
Explore APECS X →
Also Manni conversation analytics for branches ↗
The customer experience program your managers will actually use.
Real-time results, natural-language CX analysis, AI call interviewing, online surveys, and action tools—supported by MSR researchers.
Real-time results.
Action Alerts & Magical Moments
Give every experience
the right response.
● Action Alert Example“I waited without knowing what would happen next.”
★ Magical Moment Example“She made a complicated process feel simple.”
↗Ask CX
Interview your
CX data.
Ask questions in natural language. Explore comparisons, follow the evidence, and dig deeper with a follow-up question.
Custom research
When the question is
bigger than a score.
Explore perceptions, test ideas, and measure what matters to your next decision.
Find your research approach →Manni conversation analytics
Hear what happens
at the counter.
Explore Manni →Experience with organizations you know
Big questions.
Recognizable names.
Research experience across banking, energy, retail, and hospitality.
KrogerHiltonHuntingtonJohn Deere FinancialNiSourceAmerican Electric Power
Your research team
People who know
your business.
Researchers and analysts who work alongside you—from the first question to the next action.
Meet your research partner →Net Advocacy Rating®
Understand loyalty.
Track advocacy.
How NAR® works →Idea Bank™
Your best practices.
Shared across teams.
Explore action planning →Research, end to end
From the first question
to a clear next step.
See our process →Built for businesses
that live on trust.
What we help you understand
Banks & credit unions
Understand the interactions that shape a financial relationship.
- Branch and teller transactions
- Account opening and loan servicing
- Digital and contact center experiences
Selected client experience
Huntington · Santander · John Deere Financial · Mutual of Omaha
What we help you understand
Utilities
Understand trust at the moments customers need you most.
- Billing and service requests
- Outage and interruption experiences
- Problem resolution and service follow-up
Selected client experience
American Electric Power · NiSource · ONE Gas · Xcel Energy
Meet APECS X
Your customer experience data.
A conversation away.
Real-time results, natural-language CX analysis, AI call interviewing, online surveys, and action tools—supported by MSR researchers.
APECS X / 01
Real-time results
Follow customer feedback as results become available. Explore performance by reporting unit, business line, and period to see where attention is needed.
APECS X / 02
Interview your CX data
Ask CX questions in natural language. Compare performance, explore changes, and follow up on an answer to understand the evidence behind it.
APECS X / 03
AI call interviewing
Use AI-led telephone interviews to collect customer feedback through a conversational experience.
APECS X / 04
Online survey creation and distribution
Build and distribute online surveys in Survey Studio, then bring the feedback into your customer experience program.
APECS X / 05
Action Alerts & Magical Moments
Bring service issues to the right team for follow-up and recognize the people and practices behind exceptional customer experiences.
APECS X / 06
AI verbatim summarization
Turn open-ended customer comments into clear summaries of recurring themes, concerns, and positive experiences. Read the underlying feedback for context.
The right method for the question
Research tailored
to your situation.
APECS X customer experience
Real-time results, natural-language CX analysis, AI call interviewing, online surveys, and action tools—supported by MSR researchers.
Explore the service ↗Manni conversation analytics
Understand frontline conversations through AI-powered analysis of service quality and your KPIs.
Explore the service ↗Qualitative research
Explore motivations and reactions through focus groups, interviews, and online communities.
Explore the service ↗Quantitative research
Measure patterns through telephone, online, mobile, mail, and mixed-mode surveys.
Explore the service ↗Brand research
Test creative ideas, track awareness, understand competitors, and identify opportunities to grow.
Explore the service ↗Product development
Evaluate concepts, identify receptive segments, and understand the markets with the greatest potential.
Explore the service ↗Employee experience
Connect employee feedback with the experiences your organization delivers to customers.
Explore the service ↗Field services
Get the right level of recruiting, facilities, and quantitative data collection support.
Explore the service ↗A collaborative process
Better questions.
More useful answers.
01 / CONVERSATION
Start with the decision
Tell us what your team needs to understand and what will change as a result.
02 / DESIGN
Match the method
We shape the audience, approach, and analysis around your question.
03 / LISTEN
Gather the evidence
Surveys, interviews, groups, and conversation analysis reveal different perspectives.
04 / ACT
Make the next move
Get findings, priorities, and recommendations your team can put to work.
Your next decision starts here
Bring your questions.
We’ll bring a way forward.
Let’s talk about what you need to learn and how you’ll use the answers.