Unlocking the Core Value of CX

Part 1: The Problem — Why CX Measurement is Failing

Customer Experience (CX) is now considered a key differentiator in competitive markets, yet billions spent on NPS, CSAT, CES, and analytics yield an uncomfortable truth: these tools measure what happened, but not how people felt — nor what drove their feelings.

The result?

• Passive churn remains invisible.

• High-risk emotions go unflagged.

• Customer loyalty erodes quietly and inexplicably.

This gap isn’t just operational — it’s conceptual. Current CX tools work within a four-value model: Use, Exchange, Symbolic, and Sign Value. But they completely miss a fifth, critical value:

The Core Value — comprised of Trust, Morality, Intent, and Relational Strength — the actual drivers of human decision-making.

Surveys and dashboards report satisfaction or resolution, but fail to capture why a customer won’t return — or why an employee mentally checked out. They track actions, not intensity. And that’s the hole in CX.

This hole is Us.

Part 2: The Core Value – Measuring the Self in Human Decisions

The Core Value places the Self — with its principles, relationships, and emotions — at the centre of experience. It's not an abstraction. It’s operational.

Trust. Morality. Intent. Relational Strength.

These four values:

• Define what makes or breaks a relationship.

• Explain why a refund call builds loyalty — and a perfect delivery ruins it.

• Underpin why we buy from some brands even when they fail — and walk away from others for tiny infractions.

Ignoring these values isn’t neutral — it’s expensive:

• Customers who trust you stay longer and spend more.

• Employees who feel morally aligned with their workplace perform better and remain engaged.

• Failure to detect relational breakdowns leads to reputational damage, rework, and service collapse.

The Core Value brings meaningful human understanding into business models. It links soft insight with hard cost.

Part 3: E‑Maths – The Missing Metrics That Drive Financial Return

Where traditional analytics struggle, E‑Maths bridges the gap.

Instead of chasing explanations (which are vague, subjective, and inconsistent), E‑Maths focuses on something more stable and predictive:

Intensity: “a little”, “a lot”, “out of control”.

This simple, observable scale becomes a common language across:

• 🧠 Customer experience

• 📈 Financial forecasting

• 🤖 Analytics programming

• 👥 Organisational design

E‑Maths = Qualitative Emotion × Quantitative Impact

• A customer may not remember what happened, but will remember how much it mattered.

• An employee may not label burnout, but you’ll see it in their drop from “somewhat engaged” to “emotionally checked out.”

• These shifts directly predict cost-to-serve, churn, and compliance risk.

E-Maths makes it possible to attach financial value to emotional shifts:

• Every “out of control” trust failure costs 2.5x more in operational effort.

• Passive disengagement triples churn likelihood.

• A 10% drop in perceived morality leads to a 5–8% drop in Customer Lifetime Value.

Put simply: E‑Maths makes emotion measurable.

It lets AI and analytics detect, scale, and predict human value outcomes — when programmed correctly.

Part 4: Transformation — EDK Rollout (Example. Discussion. Knowledge.)

To turn this insight into operational change, we use the EDK model:

🧩 EDK: A simple, habit-based transformation engine.

1. Example

   • A team picks a real-world moment — a tough call, an awkward chat, a customer win or loss.

   • No hypotheticals. No scripts. Just what happened.

2. Discussion

   • What emotions were present?

   • How intense were they?

   • What values were affected — trust? intent? morality?

3. Knowledge

   • Turn those insights into internal definitions.

   • Build team-owned, context-specific metrics:“This was a Trust Level 1 — they barely noticed”“That was Intent Level 5 — we changed their mind.”

From this cycle, the team gains:

• Shared understanding of what matters

• Actionable metrics linked to actual work

• Cultural alignment rooted in human truth

EDK is...

• 🧠 Insightful — based on how people feel, not just what happened.

• 💬 Social — builds shared vocabulary and emotional intelligence.

• 🧩 Scalable — one team → one department → enterprise-wide.

EDK Costs Almost Nothing

30 minutes a week. One story. One conversation.The return? Culture shift, operational alignment, and better insight.

🔚 Summary

The greatest myth in CX is that we already know what matters.

The truth? We don’t know what we’re not measuring.We’re ignoring the human cost in our data — and it’s costing us billions.

But there’s a way forward:

✅ The Core Value explains why people feel what they feel.✅ E‑Maths measures how much it mattered — turning subjective into strategic.✅ EDK embeds this thinking inside your culture in under a month.

🎯 Final Line:

The cheapest CX is the one that works.

Let’s make it work.📩 Contact us to book your Executive Deep Dive or Pilot Team Workshop.🔗 interaction-analysis.com