When 85% of your customers* remain invisible to traditional CX measurement, machine learning offers a novel solution: complete customer intelligence that predicts behaviour, identifies drivers, and proves ROI.
Ask any CMO about their customer experience metrics, and you'll likely hear an uncomfortable truth: they're only hearing from 10-15% of their customers through traditional surveys (Kantar, 2024). The rest remain silent. Unknown. A vast ocean of untapped insights that could transform their business, if only they could access them.
This is where artificial intelligence moves beyond the chatbot. While most organisations deploy AI to handle customer queries and automate responses, Kantar's ExperienceDiagnostics takes a fundamentally different approach. Instead of replacing human interaction, it amplifies human understanding.
Through advanced machine learning, the solution analyses the behaviour and feedback patterns of survey respondents, then applies these learnings to predict experience metrics for the entire customer base.
Consider it as having a meaningful dialogue with every single customer, without requiring their active participation.
The approach rests on three interconnected capabilities:
1. Predictive Experience Strength: From 15% to 100% Coverage
Traditional CX programmes suffer from a fundamental flaw: they only capture feedback from customers willing to respond. ExperienceDiagnostics transforms this equation entirely. By analysing behavioural data alongside survey responses, the platform's algorithms learn the subtle patterns that indicate satisfaction, frustration, or delight.
The technology analyses behavioural signals from the small subset of customers who do respond, typically less than 15% of your base. It then uses advanced algorithms to detect the patterns that reveal customer sentiment: the frequency of service calls, the navigation path through your website, or the pattern of product usage, for instance; every interaction tells a story.
The result? Every customer in your database receives an Experience Strength score, enabling genuinely personalised engagement at scale. No more operating blindly with 85% of your customer base. Instead of working with insights from just a fraction of respondents, you can now understand and act on the experience of your entire customer universe.
2. Experience Drivers: Understanding the 'Why' Behind the Score
Numbers without context are merely noise. That's why ExperienceDiagnostics employs Large Language Models (LLM) to transform unstructured customer feedback from surveys, social media, call centre interactions, and reviews into actionable themes. These aren't simple word clouds or sentiment scores; they're genuine insights mapped to Kantar's proven MDX framework of what makes experiences meaningfully different.
The platform identifies which aspects of your service create basic satisfaction versus those that generate genuine advocacy. More importantly, it quantifies the impact of improving each driver on your chosen experience metrics, including NPS, CSAT, or any other KPI that matters to your business.
For instance, in financial services, the platform might reveal that ‘branch availability’ has three times the impact on advocacy as ‘app reliability’, while ‘query resolution speed’ emerges as the hidden differentiator that separates market leaders from the rest. These insights go far beyond surface-level analysis, structuring feedback according to what truly drives meaningful difference in your category.
3. CX ROI: Connecting Experience to Commercial Reality
This is where ExperienceDiagnostics distinguishes itself from traditional analytics. Rather than treating CX as a cost centre, it demonstrates the return on experience investments.
The platform acts as a strategic compass, guiding organisations toward decisions that deliver both immediate financial returns and lasting customer relationships. By analysing customer interactions, transaction data, and satisfaction metrics, it quantifies precisely how improvements in experience (making customer support interactions easier, for example) impact strategic business metrics such as churn reduction, customer lifetime value, and market share growth.
Organisations can strategically allocate resources, prioritise CX initiatives based on predicted ROI, and demonstrate value to stakeholders with hard numbers rather than soft promises. According to Kantar’s research, brands that people are strongly predisposed to achieve 9x higher volume share, 2x higher price paid, and 4x the likelihood to grow value share compared to brands with weaker predisposition (Kantar, 2024).
The result includes enhanced customer experiences that drive loyalty, transforming satisfied customers into enthusiastic promoters who fuel new business through positive word-of-mouth. It’s not just about measuring experience; it’s about proving its commercial value.
ExperienceDiagnostics changed the game entirely. By applying machine learning algorithms to viewing behaviour data, Kantar helped the company classify every subscriber as a Promoter, Passive, or Detractor, not just survey respondents.
The impact was immediate and measurable. The probability scores for detractors improved the company's churn prediction model by 15%. But the real value came from their subsequent actions. Armed with early warning signals, the company could now:
● Target at-risk customers with personalised retention offers
● Address service issues before they triggered cancellations
● Transform promoters into active brand advocates
The model achieved 74% accuracy overall, remarkable for such a complex prediction challenge. More importantly, it gave the company time to act, turning potential losses into saved relationships.
ExperienceDiagnostics created what Kantar calls a system of models, linking operational data, customer experience metrics, and financial outcomes into one coherent picture. The analysis revealed surprising insights:
● Time to service and query resolution emerged as the highest-impact factors for satisfaction
● Specific friction points in the customer journey were costing millions in preventable churn
● Addressing just two operational improvements could deliver 5% incremental ROI
Perhaps the most valuable output was the interactive simulator tool. Now, instead of debating hypotheticals in boardrooms, executives could model scenarios in real-time: "If we reduce average call wait time by 30 seconds, what's the impact on NPS and revenue?" The answers, grounded in actual customer data, transformed strategic planning from guesswork to science.
Case studies based on Kantar client engagement (2024).
The platform integrates seamlessly with existing systems, whether that's Salesforce, Adobe, or bespoke CRM solutions. Real-time dashboards put insights at executives' fingertips, while automated alerts ensure no critical trend goes unnoticed.
Most importantly, ExperienceDiagnostics speaks the language of business. Instead of correlation coefficients and p-values, it delivers insights in terms CEOs understand: customer lifetime value, market share impact, and return on investment.
ExperienceDiagnostics offers a different path forward: one where every customer's experience is visible, every improvement is measurable, and clear commercial returns justify every investment. It's not about replacing human judgment with artificial intelligence; it's about giving humans the intelligence they need to make better decisions.
For organisations ready to move beyond the limitations of traditional CX measurement, the question isn't whether to embrace AI-powered analytics. It's whether they can afford not to. In a world where customer experience determines market winners, operating with incomplete data is no longer viable.
The technology exists. The expertise is proven. The only question remaining is: Are you ready to discover what you've been missing?
For more information about Kantar's ExperienceDiagnostics and how it can transform your customer experience programme, visit kantar.com or contact your Kantar representative.
Ask any CMO about their customer experience metrics, and you'll likely hear an uncomfortable truth: they're only hearing from 10-15% of their customers through traditional surveys (Kantar, 2024). The rest remain silent. Unknown. A vast ocean of untapped insights that could transform their business, if only they could access them.
This is where artificial intelligence moves beyond the chatbot. While most organisations deploy AI to handle customer queries and automate responses, Kantar's ExperienceDiagnostics takes a fundamentally different approach. Instead of replacing human interaction, it amplifies human understanding.
The Power of Complete Customer Intelligence
ExperienceDiagnostics delivers what every CX leader needs: a complete view of every customer's experience, not just the vocal minority who complete surveys.Through advanced machine learning, the solution analyses the behaviour and feedback patterns of survey respondents, then applies these learnings to predict experience metrics for the entire customer base.
Consider it as having a meaningful dialogue with every single customer, without requiring their active participation.
The approach rests on three interconnected capabilities:
1. Predictive Experience Strength: From 15% to 100% Coverage
Traditional CX programmes suffer from a fundamental flaw: they only capture feedback from customers willing to respond. ExperienceDiagnostics transforms this equation entirely. By analysing behavioural data alongside survey responses, the platform's algorithms learn the subtle patterns that indicate satisfaction, frustration, or delight.
The technology analyses behavioural signals from the small subset of customers who do respond, typically less than 15% of your base. It then uses advanced algorithms to detect the patterns that reveal customer sentiment: the frequency of service calls, the navigation path through your website, or the pattern of product usage, for instance; every interaction tells a story.
The result? Every customer in your database receives an Experience Strength score, enabling genuinely personalised engagement at scale. No more operating blindly with 85% of your customer base. Instead of working with insights from just a fraction of respondents, you can now understand and act on the experience of your entire customer universe.
2. Experience Drivers: Understanding the 'Why' Behind the Score
Numbers without context are merely noise. That's why ExperienceDiagnostics employs Large Language Models (LLM) to transform unstructured customer feedback from surveys, social media, call centre interactions, and reviews into actionable themes. These aren't simple word clouds or sentiment scores; they're genuine insights mapped to Kantar's proven MDX framework of what makes experiences meaningfully different.
The platform identifies which aspects of your service create basic satisfaction versus those that generate genuine advocacy. More importantly, it quantifies the impact of improving each driver on your chosen experience metrics, including NPS, CSAT, or any other KPI that matters to your business.
For instance, in financial services, the platform might reveal that ‘branch availability’ has three times the impact on advocacy as ‘app reliability’, while ‘query resolution speed’ emerges as the hidden differentiator that separates market leaders from the rest. These insights go far beyond surface-level analysis, structuring feedback according to what truly drives meaningful difference in your category.
3. CX ROI: Connecting Experience to Commercial Reality
This is where ExperienceDiagnostics distinguishes itself from traditional analytics. Rather than treating CX as a cost centre, it demonstrates the return on experience investments.
The platform acts as a strategic compass, guiding organisations toward decisions that deliver both immediate financial returns and lasting customer relationships. By analysing customer interactions, transaction data, and satisfaction metrics, it quantifies precisely how improvements in experience (making customer support interactions easier, for example) impact strategic business metrics such as churn reduction, customer lifetime value, and market share growth.
Organisations can strategically allocate resources, prioritise CX initiatives based on predicted ROI, and demonstrate value to stakeholders with hard numbers rather than soft promises. According to Kantar’s research, brands that people are strongly predisposed to achieve 9x higher volume share, 2x higher price paid, and 4x the likelihood to grow value share compared to brands with weaker predisposition (Kantar, 2024).
The result includes enhanced customer experiences that drive loyalty, transforming satisfied customers into enthusiastic promoters who fuel new business through positive word-of-mouth. It’s not just about measuring experience; it’s about proving its commercial value.
Real Impact, Real Results
The evidence speaks for itself. Let's examine how two major organisations transformed their CX capabilities with ExperienceDiagnostics.Entertainment Giant Cracks the Churn Code
A leading entertainment company faced a challenge familiar to any subscription business: understanding which customers were at risk of leaving. With traditional NPS surveys reaching only a fraction of their subscriber base, they were essentially guessing about the satisfaction levels of most customers.ExperienceDiagnostics changed the game entirely. By applying machine learning algorithms to viewing behaviour data, Kantar helped the company classify every subscriber as a Promoter, Passive, or Detractor, not just survey respondents.
The impact was immediate and measurable. The probability scores for detractors improved the company's churn prediction model by 15%. But the real value came from their subsequent actions. Armed with early warning signals, the company could now:
● Target at-risk customers with personalised retention offers
● Address service issues before they triggered cancellations
● Transform promoters into active brand advocates
The model achieved 74% accuracy overall, remarkable for such a complex prediction challenge. More importantly, it gave the company time to act, turning potential losses into saved relationships.
Telecom Provider Connects the Dots
For one of the UK's largest telecommunications providers, the challenge wasn't simply measuring satisfaction; it was understanding how operational metrics translated into customer loyalty and revenue. They knew dropped calls mattered, but by how much? They suspected query resolution time affected NPS, but what was the genuine impact?ExperienceDiagnostics created what Kantar calls a system of models, linking operational data, customer experience metrics, and financial outcomes into one coherent picture. The analysis revealed surprising insights:
● Time to service and query resolution emerged as the highest-impact factors for satisfaction
● Specific friction points in the customer journey were costing millions in preventable churn
● Addressing just two operational improvements could deliver 5% incremental ROI
Perhaps the most valuable output was the interactive simulator tool. Now, instead of debating hypotheticals in boardrooms, executives could model scenarios in real-time: "If we reduce average call wait time by 30 seconds, what's the impact on NPS and revenue?" The answers, grounded in actual customer data, transformed strategic planning from guesswork to science.
Case studies based on Kantar client engagement (2024).
The Kantar Advantage: Expertise Meets Technology
What makes ExperienceDiagnostics effective isn't just clever algorithms: it's the combination of technology with deep CX expertise. Kantar's Customer Analytics Centre of Excellence, with over 150 data scientists and 16+ years of experience, ensures that insights translate into action (Kantar, 2024).The platform integrates seamlessly with existing systems, whether that's Salesforce, Adobe, or bespoke CRM solutions. Real-time dashboards put insights at executives' fingertips, while automated alerts ensure no critical trend goes unnoticed.
Most importantly, ExperienceDiagnostics speaks the language of business. Instead of correlation coefficients and p-values, it delivers insights in terms CEOs understand: customer lifetime value, market share impact, and return on investment.
Making the Leap to Predictive CX
As organisations grapple with rising customer expectations and shrinking margins for error, the divide between CX leaders and laggards continues to widen. Those still relying on quarterly surveys and partial data find themselves perpetually behind the curve, reacting to problems after they've already impacted the bottom line.ExperienceDiagnostics offers a different path forward: one where every customer's experience is visible, every improvement is measurable, and clear commercial returns justify every investment. It's not about replacing human judgment with artificial intelligence; it's about giving humans the intelligence they need to make better decisions.
For organisations ready to move beyond the limitations of traditional CX measurement, the question isn't whether to embrace AI-powered analytics. It's whether they can afford not to. In a world where customer experience determines market winners, operating with incomplete data is no longer viable.
The technology exists. The expertise is proven. The only question remaining is: Are you ready to discover what you've been missing?
For more information about Kantar's ExperienceDiagnostics and how it can transform your customer experience programme, visit kantar.com or contact your Kantar representative.
All statistics and case studies referenced in this article are drawn from Kantar's ExperienceDiagnostics Product Sales Deck (September 2024) and client engagements.
*Industry benchmarks confirm that traditional NPS surveys typically achieve response rates between 10-15%, leaving the vast majority of customer sentiment unmeasured.
*Industry benchmarks confirm that traditional NPS surveys typically achieve response rates between 10-15%, leaving the vast majority of customer sentiment unmeasured.