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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.
The MSR Group / Insights revealed
APECS X customer experience intelligence
Real-time results, natural-language CX analysis, AI call interviewing, online surveys, and action tools—supported by MSR researchers.
Listen. Understand. Act.
One platform.
A more useful view of CX.
Bring customer conversations, survey responses, AI analysis, and team follow-up together.
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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.
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AI call interviewing
Use AI-led telephone interviews to collect customer feedback through a conversational experience.
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Online survey creation and distribution
Build and distribute online surveys in Survey Studio, then bring the feedback into your customer experience program.
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Action Alerts & Magical Moments
Bring service issues to the right team for follow-up and recognize the people and practices behind exceptional customer experiences.
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AI verbatim summarization
Turn open-ended customer comments into clear summaries of recurring themes, concerns, and positive experiences. Read the underlying feedback for context.
Ask your data a better question.
“What should we work on next?” “How do our locations compare?” “What are customers saying about service resolution?” Ask CX turns everyday questions into a way to explore your customer experience evidence.
Explore the research and action-planning program
APECS® is a complete voice of the customer program. You can see on-going customer feedback, displayed in an easy-to-use dashboard, along with action planning tools to help you focus on improving customer satisfaction. The result? Increased customer advocacy, retention and increased revenue.
Service supported by a team.
APECS® isn’t a product, it’s a service backed by the experienced team at the MSR Group. In addition to collecting customer feedback, we’re constantly monitoring that feedback, analyzing trends, identifying issues that require immediate attention, and making recommendations to help you improve.
How APECS® Works.
APECS X brings real-time results together with AI-assisted analysis, Action Alerts, and Magical Moments. Explore the current APECS X platform for customer feedback collection and follow-up.
APECS X brings real-time results together with AI-assisted analysis, Action Alerts, and Magical Moments. Explore the current APECS X platform for customer feedback collection and follow-up.
Learn more about APECS®.
Watch this video to learn more about APECS® and how it can help your business.
Simple, user-friendly performance monitor.
The Performance Monitor makes keeping up with and understanding customer feedback simple.
The dashboard is the main landing page of the Performance Monitor, and it features several points of information to enable managers to see how their area is performing at a glance. Higher-level managers can access a corporate version of the dashboard to compare performance at various levels of the organization with the corporate average, drilling down to individual reporting unit if desired.
While the dashboard provides an instant review of the most important metrics in the customer experience improvement process, a more thorough analysis can be obtained by diving deeper into the Performance Monitor.
An overall satisfaction ranking that compares current satisfaction to the previous year, as well as trends from quarter to quarterA rolling three-month average provides insight into recent positive or negative trends in customer loyalty and Advocacy (NAR®)
Satisfaction scores for individual locations, makes it easy to identify high and low performing teams
The Performance Monitor provides access to current and historical data, delivering daily scores to the desktops of front-line managers and all authorized management personnel. It is a robust tool with components for action planning, problem resolution tracking, advocacy charting and multiple options for analysis and report downloads.
Action Alerts
When customers share a negative experience, it’s important to know and react quickly. Our Action Alerts notify front-line managers immediately allowing you to address problems in a timely manner.Magical Moments
The opposite of Action Alerts, Magical Moments keep you informed when customers share positive experiences. These help to boost morale, recognize individuals for their contributions, and reinforce training efforts to improve customer satisfaction.
Key Drivers
Key driver analysis helps your team focus service improvement efforts on the attributes most important to your customers’ experiences. Each quarter, we review survey responses to determine how each survey attribute relates to overall satisfaction and present the results in the Performance Monitor.
Action Plans
Measuring customer satisfaction is meaningless without action. Action plans based on individual experiences provide users with clear step-by-step directions for addressing customer issues. You’ll have multiple options for how to execute this, including accessing the Idea Bank™, a best practice sharing module that is built on the knowledge and experience within your organization.Once key driver goals have been set and actions identified, the Performance Monitor automatically tracks your managers’ progress until they meet or exceed their designated goals.
Customer satisfaction measurement for:
Financial Institutions
We have extensive experience measuring customer satisfaction across the multiple touch points customers have with banks, helping to improve customer experience.Utility Companies
Utility companies can benefit greatly from delivering excellent customer service. Learn more about our experience helping utilities companies improve customer satisfaction.Improve advocacy, retention, and revenue.
Through efforts to improve customer satisfaction, our clients experience increased loyalty and more revenue. These same clients are seeing higher customer advocacy, resulting in more referral business. With the help of our voice of the customer program and our experienced team, your business can experience these same results.
Watch and learn
Questions, answered.
What is APECS X?
APECS X brings customer feedback collection, real-time reporting, AI-assisted analysis, and action planning into one customer experience platform, supported by The MSR Group.
Can I ask questions about my CX data?
Yes. Ask CX lets you explore your customer experience data in natural language, ask follow-up questions, and examine the evidence behind the analysis.
How does APECS X collect feedback?
APECS X supports AI call interviewing and online survey creation and distribution. MSR helps shape the research approach around your customers and business questions.
How does AI help with customer comments?
AI verbatim summarization helps surface recurring themes in open-ended feedback. Your team can read the underlying comments to understand the context.
How do teams act on the findings?
Action Alerts support follow-up on customer issues. Magical Moments highlight positive experiences, while initiatives, action plans, and Idea Bank help teams organize improvements.
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.