The challenge

A subscription-based company that delivers premium food directly to consumers faced a problem it couldn't fully see: hidden customer dissatisfaction that wasn’t picked up by traditional CSAT surveys. With surveys capturing feedback from just 5–10% of interactions, the company lacked visibility into the process friction, fulfillment failures, and churn drivers quietly eroding the customer experience. 

Survey data systematically overstated satisfaction, leaving most of the friction unseen and unaddressed. Without a complete view of the customer journey, the company had no reliable way to pinpoint where the experience was breaking down, which conversations were at risk, or how much subscription revenue was walking out the door. 

Our solution

We deployed TTEC CARES, an AI-driven predictive CX measure analyzing 100% of interactions in near real time. 

TTEC CARES stands for Conversation Analytics Resolution Effort Sentiment and is our advanced, predictive measure of the overall customer experience. Rather than waiting for the small fraction of customers who fill out a survey, CARES captures how customers truly feel about every interaction the moment it happens. 

At its core, CARES is a composite metric built on three powerful drivers of experience: customer sentiment, customer effort, and issue resolution. Bringing these three components together gives a single measure designed to show the quality of the customer experience, at the interaction level and at scale. 

We use these three signals to derive a single CARES Score on a 0–10 scale, where 0–5 is negative, 6 is neutral, and 7–10 is positive. Using deep insights that analyze every interaction, we go beyond telling how an interaction performed to help brands detect CX breakdowns earlier, pinpoint the root causes of friction, and inform associate training and enablement.

In this specific case TTEC analyzed 62,085 conversations over seven weeks for the subscription service, compared to only 6,400 conversations analyzed previously. With this more complete data set and holistic measurements, we could gain deeper insight into root causes and what would drive impact in the customer experience. We found that friction fell into three areas for the brand: physical fulfillment, financial control, and digital experience. Based on the data, we recommended the company adopt:

• Cold-chain packaging calibration to eliminate thawed deliveries
• Scan-to-confirm fulfillment to reduce missing items
• Simplified self-service cancellation to reduce churn

The results

By analyzing 100% of interactions, TTEC CARES delivered a 10x scale-up in coverage, moving from roughly 6,400 interactions visible through traditional surveys to more than 62,000 interactions analyzed through CARES. 

That truer baseline of CX removed self-selection bias and revealed friction that surveys routinely miss. CARES uncovered, for instance, messaging friction in 60% of interactions. 

On the revenue side, CARES quantified the cost of the hidden churn it uncovered. The analysis identified conversations with low CARES scores and cancellation intents and modeled the impact of addressing them. 

Assuming a 50% improvement in those experiences, CARES projected an estimated 5,895 cancellations prevented per year. That translates to almost $1 million in potential savable revenue annually.