Emotions drive decisions

PathosAI CX

PathosAI is unleashing the power of AI to bring about a revolution in customer experience measurement. We measure actual customer interactions in real time and real life.

Our AI tools analyze what customers say – how they say it – and how they move to provide a comprehensive understanding. We provide the real understanding of customer motivations, needs and actual experience, so that you can prioritize investment where it’s most needed. Current experience measurement ecosystem, with its reliance on traditional surveys, does not enable leaders to fully understand customer emotions driven by their service experience. Businesses are unable to connect issues encountered by customers during their service journey to impact on their emotions and emotional engagement.

PathosAI CX vs Traditional CX


PathosAI is challenging the status quo. We believe more is possible. Our AI engine is able to bring measurement of customer experience into real time, real life.

Real time, Real life Vs Recall

PathosAI measures emotions and emotional engagement by measuring real customer interactions, while customer satisfaction studies source data by asking customers to recall prior experience.

Actionable Insights

We provide specific actions highlighting how service delivery leaders can improve customer experience, delivering a clear ROI.

Never Ask, Unearth

We analyze customer generated big data to unearth insights. Research has shown that asking people does not allow us to understand the non conscious and automatic mind.

Here is How it Works

Emotional Engagement along the full Customer Journey


Here is an illustrative example of how our work can measure emotional engagement along the full customer journey touchpoints and provide actionable insights.

For e.g. let’s consider a ‘On-line grant approval service’

Use Cases

Government Services

We worked with the Institute of Citizen Centered Services in Canada to unearth emotions and emotional engagement of Canadian citizens. Here are some of the key findings from that work:

1 – Wait times are a big pain point – customer emotions differ by channel

One of the biggest drivers of negative emotional engagement with the government service is the amount of time customers believe they have to wait to get service.

However, there are some interesting variations:

  • In-person wait times causes the highest negative emotion, when customers believe that there are empty counters at rush hours or when staff, while present aren’t servicing customers waiting in the que
  • Telephone wait times cause lesser negative emotion, but the bigger concern there is on the process that is making them call and wait, rather than letting them avail services online.

2 – Multiple visits causes most annoyance

When a customer is forced to make multiple visits to get the same service, there is something terribly wrong. It’s either that adequate information is not given online or by the staff, or simply that the process is complex and requires multiple touchpoints from across the service delivery apparatus.

Customers are least bothered by the internal mechanisms at play. They get extremely annoyed at the disruption this causes to their lives, especially when service centres are far from their homes or wait times are long when they visit in-person. 


3 – Time to resolve issues with the credit card payment

We analyzed customer reviews for 5 top Canadian banks. A recurring theme was around the challenge customers faced to clarify missing payments and wrong charges on their credit cards.

They found banks to be generally lacking urgency to tackle what the customers considered to be highly important issues. Another issue was the channel they have to use to reach customer service. Telephone access causes major issues like wait times, lack of care from customer service, and agents not being able to understand English etc.

Travel & Tourism

4 – Attitude of staff at immigration touchpoints for business travellers 

We analyzed customer reviews for Doha airport. We found that Business passengers arriving or transiting in Doha from Singapore and Germany had the most issue with the respect given by the immigration staff. This caused two very important customer segments to have a fairly low engagement with the airport.

There is a risk that these passengers could avoid travel or switch to other regional transit hubs in the future.


5 – Dealing with customer service to resolve internet speed was a nightmare

When we analyzed customer reviews of 2 of the largest Canadian telecom providers, we unearthed that the most significant issue faced by customers causing low emotional engagement was around the home internet bandwidth.

Customer service wasn’t able, in most cases, to resolve the problem or resolve it timely. Customers frequently expressed the frustration and willingness to switch providers if they get a similar deal elsewhere.

Want to join the revolution in CX measurement?