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.
Customer experience & market research
You know our clients.
Their customers know us.
Banks, utilities, and household-name brands have asked The MSR Group to find out what their customers really think—and what to do about it.
Experience that speaks
for itself.
KrogerBrands & hospitality
Apple ComputerBrands & hospitality
HiltonBrands & hospitality
Huntington National BankBanking & finance
John Deere FinancialBanking & finance
American Electric PowerUtilities
SantanderBanking & finance
Mutual of OmahaBanking & finance
Choice HotelsBrands & hospitality
NiSourceUtilities
Xcel EnergyUtilities
ONE GasUtilities
Bank of HawaiiBanking & finance
First National Bank of OmahaBanking & finance
BBVABanking & finance
Bank of the WestBanking & finance
HSBC Bank USABanking & finance
TD AmeritradeBanking & finance
OPPDUtilities
Nebraska Public Power DistrictUtilities
First Commonwealth BankBanking & finance
FirestoneBrands & hospitality
Nebraska Furniture MartBrands & hospitality
Blue Cross Blue ShieldHealthcare & education
Nebraska MedicineHealthcare & education
University of NebraskaHealthcare & education
Boys TownHealthcare & education
Children’s Hospital & Medical CenterHealthcare & education
28 organizations
Selected MSR and Wiese Research Group experience. Organization names reflect the names used in the work; inclusion does not imply endorsement.
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 / 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.