Your CSAT is 4.6. Your refunds are climbing anyway. Only 5 to 15% of retail customers ever answer that survey. The ones who reply already love you or already hate you. The quiet 85% in the middle, the ones actually deciding whether to buy again, never show up in the score.

Full breakdown: which category you actually need, the 6-point evaluation checklist, and the pilot plan that proves fit before you sign. sentisum.com/library/custome…

Buying is confusing because 5 categories use the same words: Customer analytics: CLV, propensity CEM: surveys, governance Journey analytics: funnels, pathing Conversation intelligence: agent QA AI-native CX intelligence: root cause, in minutes Pick the category first.

Every CX analytics vendor will show you a dashboard. Almost none will show you the exact ticket behind the number. Here's how to actually buy this software (a thread) 🧵

75.7% of complaints at one payments company got blamed on engineering. The real cause: agent behavior. Slow replies, no follow-up. Your survey would never have caught this. Your tickets already had it. LINK: medium.com/@sentisumcx/nps-i…

Survey response rates keep falling into single digits. Most CX teams call that a survey problem. It's an attention problem. 3 companies read their tickets instead of their surveys. One found a 13x call spike caused by a stock page bug. Full breakdown: medium.com/@sentisumcx/nps-i…

A financial-services firm found something no survey question would ever ask. - 47.6% of complaints in one theme described customer harm. - 16.1% carried a vulnerability flag. No customer fills in a box marked "I am vulnerable." The free text said it the whole time.

A payments business was certain their complaints were an engineering problem. Reading the actual tickets: 75.7% of CSAT failures traced to agent behaviour. Not the product. Engineering was never going to solve a service problem.

A retailer saw a 13x spike in "fan" calls during a heatwave. Reflex: blame the weather. The real cause? The website showed stock as in-store when the shelf was empty. Customers drove in, found nothing, called angry. Named cause. Named fix. All in the tickets.

Your survey response rate is 7%. The other 93% never went quiet. They call. They ticket. They leave reviews. They complain to your agents every day. You just stopped reading. A thread on why NPS is broken, and what to do about it 👇