Transform Customer Conversations Into Competitive Advantage

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Make every conversation and chat count - Unlock the meaning of your conversations and take action! 

 

At Interaction Analysis, we don't just measure customer satisfaction – we connect it to training processes, culture and systems

 

We decode the hidden emotional drivers that determine whether customers stay, spend more, or leave. Our approach reveals the value in every microsecond of every interaction:

 

We connect the human equations and the data to produce the most advanced insights into Customer Experience.

 

The structure of behaviour and the hallucinations of AI, the processes, systems, the training and the Trust, Intent, Morality, and Relationship strength that traditional metrics miss entirely. 

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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.

More insight, less cost, helping you be as smart as a 4-year-old.

 

"A 4-year-old child knows when you are ignoring them, and so do your customers!

 

We help you find your inner child"

 

Leadership

 

Mo Pentel is one of the most experienced and distinctive voices in customer and employee experience. After many years building contact centres for the world's largest organisations, time managing a major part of a global telco, a stint as the head of ~Customer `Experience for a major UK Bank, he became recognised as Chairman and Founder of the Customer Experience Foundation, he has spent nearly four decades working at the intersection of human behaviour, technology and the science of how organisations interact with the people who matter most to them.

 

His career is built on a simple but radical premise: experience is a science, not a feeling.

 

Where most organisations treat customer satisfaction as a matter of instinct or marketing, Mo has spent decades proving that the interactions between humans and organisations follow measurable, predictable patterns — and that changing a single word in a conversation, or redesigning a single touchpoint in a process, can shift outcomes dramatically and profitably.

The Customer Experience Foundation, which Mo established in 2008, became one of the most respected independent bodies in the field globally — a private foundation focused on best practice in CX science that has informed the strategy of large organisations and governments across the world.

 

Mo has held academic positions in Business Science, delivering over twenty guest lectures a year to institutions around the globe, and speaking at major international conferences from the Maldives to the United States on the future of customer contact, behavioural analytics, and the measurement of customer emotion.

 

His work is grounded in two foundational ideas. The first is that behaviour is the most reliable signal an organisation has — more reliable than surveys, more reliable than net promoter scores, more reliable than focus groups. Surveys, Mo argues, reflect the opinions of the small minority of customers willing to answer them. Interaction analytics, applied systematically across 100% of conversations, tells you what customers actually do, feel and say in real time. The most successful organisations in the world — Apple, Amazon, Disney, Google — base their competitive advantage on getting this right. Most organisations are still catching up.

 

The second idea is that emotion is not soft data. It is mission-critical intelligence. Mo developed one of the only viable systems for connecting customer emotion directly to business outcomes — translating the feelings expressed in interactions into the kind of commercially relevant insight that boards can act on. This is not sentiment analysis. It is behavioural science applied at scale.

 

Mo now brings this thinking to a broader range of contexts. After decades at the frontier of large-scale CX transformation, he is deliberately applying his expertise at a more human scale — working with regional businesses and sector-specific organisations to help them understand their customers and employees more deeply, build better relationships, and generate more durable commercial value from every interaction they have.

 

He is based in Ramsgate, Kent, and works across crisis response, programme management, behavioural science, property, professional services, retail and public sector — wherever organisations are serious about turning the science of experience into competitive advantage.

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