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Transform Customer Conversations Into Competitive Advantage
What if you could unlock the meaning of your conversations and take action?
At Interaction Analysis, we don't just measure customer satisfaction – we decode the hidden emotional drivers that determine whether customers stay, spend more, or leave. Our breakthrough approach reveals the "5th Value" in every interaction: the Trust, Intent, Morality, and Relational Strength that traditional metrics miss entirely.
The result? Organisations that understand their customers at a molecular level, with the precision to intervene at exactly the right moments for maximum impact. From historical analysis to real-time intervention and co-pilots.
🌱The Problem With Traditional Customer Experience Metrics
Most organisations are flying blind. They measure what happened (satisfaction scores, NPS) but miss why it happened. They know customers are unhappy, but can't pinpoint the exact moment trust was broken or intent was misunderstood.
We solve this by making the invisible visible.
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Traditional CX metrics (e.g. NPS, CSAT, CES) only measure what customers do, not why or how deeply they feel it.
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This gap leads to a Complexity Paradox: companies still can’t read basic emotions (e.g. trust, anger) that a child would.
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Billions spent on CX fail to reveal hidden costs: friction, cynical disengagement, churn, and lost emotional value.
The Complexity Paradox
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Organisations often obsess over measuring what customers do or say, but not how deeply they feel. Pentel argues that it’s easier to observe the degree of emotion (“a little frustrated” vs “very angry”) than to understand its full complexity.
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Borrowing from fields like psychology and weather forecasting, he proposes a simplified intensity scale—what he terms Experience Maths—as a way to quantify subjective emotions and behavioural signals.
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Experience Maths & Insight Engineering
There is a Complexity Paradox that makes our metrics and questions less useful. We are not good at explaining the human things that are important to us in a business setting. Our proprietary “Experience Maths” model measures emotional intensity instead of subjective labels. Combined with AI-enhanced Conversation Analysis, we pinpoint the real moments of trust gain or loss. It compensates for the complexity paradox, creating actionable insight. Backed by linguistic science, we listen to what was said and what was not said — we analyse how it was done. Experience Maths provides a simplified language to quantify subjective emotions and behaviours, recognising that patterns of intensity, not just precise explanations, drive outcomes
Our Approach: The 5th Value Framework
The Missing 5th Value is the Core Value?
Beyond product, price, service, and convenience lies a 5th dimension that determines true customer loyalty:
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Trust: The confidence customers have in your reliability
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Intent: How well you understand and respond to what customers need
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Morality: Whether customers believe you're acting in their best interest
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Relational Strength: The depth of emotional connection in every interaction
We use Core Value Theory to create better outcomes
The Core Value: What’s Missing in CX
What current metrics miss, the 5th Value reveals.
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Use: Practical benefit (🧰)
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Exchange: Monetary value (💱)
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Symbolic: Personal identity (🎭)
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Sign: Social signal (📸)
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Core: Trust, Intent, Morality, Relational Strength (🔐)
The Complexity Paradox
We can measure intensity, even if we can’t name the feeling.
Experience Maths
Our model to deal with complexity that will gauge how deeply a moment is felt: Low → Medium → High → Overload
The EDK Method
Example → Discussion → Knowledge. Build habits of human insight.
How can we help?
We can:
1. Analyse
A single moment in a conversation
20 interactions to provide insight in 90 minutes
50 - 200 interactions to provide a strategic health check
200 - 15,000 Conversation patterns Vulnerable Customers Compliance Risks Customer Experience Flaws and Issues in Design, Operations, Training Management, System, Insight, etc.
15,000 -1m per hour - Subject to Discovery
Large-Scale, Global, Live, AI Advanced Analytics and Co-Pilot - Subject to Discovery
2. Deliver
Advanced AI-driven Insight from Audit to real-time Co-Pilots
GDPR, Global Compliance, Data Privacy and Data Protection Secured Design
High-Definition Conversation Analysis: Advanced AI analysis specifically programmed to detect 5th Value elements in customer conversations
Solution Design
Chatbot and AI Strategy and Configuration
Digital Transformation Strategy: Ensure your technology enhances rather than replaces human connection
Business Case Development: Transform insights into finance-approved investment proposals
Executive Training: Strategic workshops for leadership teams on 5th Value integration
3. 5th Value Assessment and Transformation
Uncover Hidden Revenue Leaks and Loyalty Drivers
We audit your current customer experience through our proprietary 5th Value lens, identifying exactly where trust breaks down, intent is misread, and relationships weaken.
What You Get:
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Comprehensive 5th Value audit of your customer interactions
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Financial impact analysis of emotional friction points
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Strategic roadmap for implementing 5th Value improvements
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Executive-ready business case with clear ROI projections
Typical Results: Organisations discover 15-25% revenue leakage from preventable emotional friction.
4. Precision Experience Analytics
Turn Customer Emotions Into Actionable Data
Using advanced conversation analysis and behavioural pattern recognition, we quantify the intensity and impact of emotional moments in customer interactions.
What You Get:
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Custom analytics that measure emotional intensity in real-time
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Identification of high-impact intervention points
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Predictive models for customer behaviour based on 5th Value factors
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Detailed analysis of critical interaction moments
Typical Results: 40-60% improvement in early warning systems for customer churn.
5. Cultural Transformation Program
Build Lasting Change Through the EDK Method
Our Evidence-Discussion-Knowledge approach creates self-sustaining habits that help your teams continuously identify and improve 5th Value moments.
What You Get:
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Pilot program design and facilitation
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Team workshops focused on real customer interactions
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Leadership coaching for cultural adoption
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Continuous improvement frameworks that run independently
Typical Results: Organisations see sustained improvement in customer metrics 12+ months after program completion.
Why It Matters
When the 5th Value is strong, customers forgive mistakes, pay premium prices, and become advocates. When it's weak, even perfect service delivery fails to create loyalty.
Proven Results
"Analyzed 5 different interaction types in 7 languages and identified new business opportunities, training gaps, and compliance risks in 5 days. I have never seen such accuracy."
Quality Assurance Director, Global Financial Services
"Morris changed our understanding of our customers, increased our revenue and reduced our costs in 5 working days."
Chief Executive, Global Retailer
"Started a self-sustaining learning program within 2 weeks that is still running today, almost 5 years later."
Head of Operations, Retail Insurance
Start Your Transformation Today -Free 90-Minute Conversation Analysis
Experience the power of 5th Value analysis firsthand. We'll analyse 20 of your customer conversations and reveal insights you've never seen before – completely free.
What happens next:
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Discovery Call (30 minutes): Understand your current challenges
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Free Analysis (90 minutes): Live analysis of your customer conversations
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Results Presentation (60 minutes): Clear findings and recommended next steps
Book Your Free Analysis
It is the difference between knowing people are customers and not that customers are people
A 4-year-old child knows when you are ignoring them, and so do your customers!
About Morris Pentel & Our Global Network
With over 40 years of experience transforming customer experiences for the world's largest organisations, Morris Pentel leads a global network of specialists who have analysed millions of customer interactions across 7 languages and dozens of industries.
From Fortune 500 companies to government agencies, we've helped organisations save millions in costs while increasing revenue through deeper human understanding.
Ready to discover what traditional metrics are missing?
We analyse CX / EX conversations
Some feedback
Analysed 5 different types of interactions in 7 languages and identified new business opportunities training gaps, Quality failures, misselling and other compliance risks in 5 days and it was accurate - I have never seen such a thing
Quality Assurance Director -
Analysed 250 complex conversations in Spanish using AI and saved us 3 minutes a call in the first week. Now we have about 20% fewer calls, and the customer and employee scores are up a lot.
Operations Director
Analysed our training needs and started a self-help learning programme within 2 weeks that is still running today almost 5 years later.
Head of Operations, Retail Insurance
One of the great pioneers of the customer and employee experience in the contact centre industry for nearly 4 decades."
CEO - A major BPO
"Morris is the only person I know who can nail jelly to a wall in a tough meeting"
Transformation Director - Global Financial Services
"Morris changed our understanding of our customers, increased our revenue and reduced our costs in 5 working days"
Chief Executive - Global Retailer
Head of Transportation
From before the earliest days of cloud-based contact centres, through omnichannel and digital to the latest innovations in conversation and emotions auditing metrics/operational analysis, I have worked for the world’s largest organisations changing billions of experiences for customers and employees.
Now working on the future of hybrid experience with the single question that has guided him in Omni-channel Contact Centre operation, auditing, design, and strategy
Asking Patients Employees Customers and Organisations:
"What can we start to improve today?"
GOOWX - Morris Pentel on Uncertainty & Confusion
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