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Explore the Apex Framework - Our unique approach to customer experience driven by 16 key desires. We focus on what matters most, quantify for precise measurement, and humanize the value exchange for better outcomes. Learn how we deliver measurable CX results.

The Apex Framework

The 16 Desires

Our framework consists of 16 key desires, each representing a fundamental aspect of what customers seek in their interactions with your brand. While we consistently test and refine our technology against broader datasets, these desires serve as the bedrock of our approach because they encapsulate the essence of human needs and aspirations.

The 16 attitudes Apex measures your brand on are: 

8 Emotional Desires

Authentic

Authentic

Your brand must appear genuine and real to be viewed as authentic. A study found that perceptions of brand authenticity can increase the perceived quality of the brand's products, even if the products are negatively regarded.

Dependable

Dependable

To be viewed as dependable, your brand must prove to customers that you can be counted on, to be honest, value their well-being and support the causes that are important to them. One study found that dependability was significantly linked to customer satisfaction and loyalty.

Empathetic

Empathetic

To be viewed as empathetic, your brand must understand, share in and respond to your customers' feelings. When employees behave empathetically, brands experience increased customer satisfaction and loyalty, resulting in more significant positive word-of-mouth and repurchase intentions.

Honest

Honest

To be viewed as honest, your organization’s leaders must be willing to have tough conversations, be vulnerable and ensure that employees always feel looped in, even if the future is uncertain. Studies show that when employees don’t feel adequately informed, they interpret it as social rejection.

Joyful

Joyful

To be viewed as joyful, a brand must evoke an internal sense of peace, gratitude and delight in its customers. This joyful experience is linked to customer retention, repeated purchase behavior and positive attitudes toward the brand's products or services.

Principled

Principled

To be viewed as principled, your brand must take action, empower employees to respond and be guided by a genuine interest in improving your customers' well-being. According to one study, when brands act with a conscience, they experience recognition benefits and an increase in brand image.

Relatable

Relatable

Throughout history, humans have become hard-wired to seek out their tribe. When brands craft a relatable product or service, customers feel more connected to them. One study found that consumers who found out that they shared the same birthday or birthplace with a service representative reported more favorable attitudes and higher purchase intentions.

Respectful

Respectful

To be viewed as respectful, your brand must treat your customers as though they have value far beyond how much money they spend on your products or services. Research shows that the more customers feel respected by a brand, the more they trust that brand, leading to higher profits.

8 Rational Desires​

Affordable

Affordable

To be viewed as affordable, your brand’s products or services must be tailored to fit your customers' unique needs and have value beyond their intended purpose.

Distinct

Distinct

Humans have a natural desire to feel special and distinct from “the masses”. Therefore, your brand can succeed by offering products and services that enhance the customers' sense of self and social image. One study found that the uniqueness of a product contributes to how useful customers perceive the product to be.

Forward-Thinking

Forward-Thinking

To be viewed as forward-thinking, a brand must create products or services that are both original and meaningful. These innovations can cause customers to experience a release of dopamine, making it feel like there’s a possible reward just around the corner. To support this, research shows that brand innovation can directly impact the customers' perceptions of how much a product or service is worth.

Involved

Involved

To be considered involved, your brand must be socially conscious and give back to its community. While giving back can be costly, it may be well worth it. For example, one study found that engaging in social work can powerfully and positively impact the evaluations of a brand's products and services.

Meaningful

Meaningful

To be viewed as meaningful, your brand must motivate your customers to care about something lasting, something more significant. In one study, researchers found that seemingly irrelevant product features served as the biggest inspiration for brand differentiation.

Predictable

Predictable

To be viewed as predictable, your customers should feel at ease knowing what to expect when interacting with your brand. This predictability offers protection against intolerance of uncertainty, a common characteristic that drives people to avoid the unknown.

Responsive

Responsive

To be viewed as responsive, your brand must equip your employees to provide customer service that is warm, easily accessible and efficient. Research shows 86% of customers are willing to pay more for better customer service.

Uncomplicated

Uncomplicated

To be viewed as uncomplicated, a brand must be efficient, easy to deal with and provide a level of effortlessness that customers have become accustomed to. Research shows that giving and receiving seamless customer service is pleasurable and associated with positive feelings.
Focusing on What Matters Most

We understand that not all desires are created equal, and that’s why we focus on the top 4 that are most critical to your business outcomes. These become your recipe for building customer relationships based on what truly matters to your audience.

Quantifying for Measurement and Action

We don’t stop at identifying these desires; we quantify them for precise measurement. Our approach goes beyond theory – we provide actionable insights and specific recommendations to boost these desires. This empowers you to make confident, prioritized investment decisions and capital requests that align with what your customers value most.

Humanizing the Value Exchange

In the world of customer experience, not many discuss the concept of a “value exchange.” Yet, every interaction with a brand is an exchange, and customers instinctively evaluate if it’s worth it. It’s not just about products and services; it’s about the value that flows back and forth during every interaction.

At Apex, we see this framework as a way to humanize the value exchange between your brand and your customers. It’s about gaining insights that lead to better outcomes by understanding and delivering on what truly matters to your audience.

Step-by-Step:

What You Can Expect Working with Apex

Step 1

Segment & Survey - Uncover Customer Desires

Our journey begins with the Apex survey, a powerful tool developed in collaboration with behavioral scientists. This survey is designed to capture the 16 emotional and rational desires that underlie customer loyalty and drive revenue for your client’s business. By segmenting and surveying both current and potential customers, we identify the core factors influencing their loyalty and decision-making.

Step 2

The Apex Platform - Your CX Command Center

Welcome to the Apex platform, your command center for understanding and optimizing customer experiences. After dissecting the survey findings, the platform provides you with valuable insights. Here, you can track the Apex Score, monitor evolving attitudes towards your client’s business, and slice the data in various ways to gain a deeper understanding of your audience’s motivations.

Step 3

Personalized Desires Framework - Tailored Action Plan

The Apex Desire Framework is your roadmap to success. It clearly outlines the specific customer interactions and experiences required to maximize your client’s customer relationships. This personalized framework ensures you know precisely where to focus your efforts for the greatest impact.

Step 4

Prioritization - Data-Driven Decision-Making

Leveraging open-ended text analytics, we analyze the language of your client’s customers to prioritize CX, brand, and marketing activities. This data-driven approach identifies actions that align with the core desires uncovered by Apex, ensuring you invest your resources where they matter most.

Step 5

Support and Action - Partnering for Success

We’re more than just a survey provider. Our support extends beyond data collection. We offer coaching, content, and service extensions to help you harness the full potential of Apex findings. Our team of science and business experts is at your disposal, ready to provide guidance and insights. With our wealth of content and curated guidance, we empower you to take meaningful action and drive lasting improvements in customer experience, loyalty, and business success.

Step-by-Step:

What You Can Expect Working with Apex

Step 1

Segment & Survey - Uncover Customer Desires

Our journey begins with the Apex survey, a powerful tool developed in collaboration with behavioral scientists. This survey is designed to capture the 16 emotional and rational desires that underlie customer loyalty and drive revenue for your client’s business. By segmenting and surveying both current and potential customers, we identify the core factors influencing their loyalty and decision-making.

Step 2

The Apex Platform - Your CX Command Center

Welcome to the Apex platform, your command center for understanding and optimizing customer experiences. After dissecting the survey findings, the platform provides you with valuable insights. Here, you can track the Apex Score, monitor evolving attitudes towards your client’s business, and slice the data in various ways to gain a deeper understanding of your audience’s motivations.

Step 3

Personalized Desires Framework - Tailored Action Plan

The Apex Desire Framework is your roadmap to success. It clearly outlines the specific customer interactions and experiences required to maximize your client’s customer relationships. This personalized framework ensures you know precisely where to focus your efforts for the greatest impact.

Step 4

Prioritization - Data-Driven Decision-Making

Leveraging open-ended text analytics, we analyze the language of your client’s customers to prioritize CX, brand, and marketing activities. This data-driven approach identifies actions that align with the core desires uncovered by Apex, ensuring you invest your resources where they matter most.

Step 5

Support and Action - Partnering for Success

We’re more than just a survey provider. Our support extends beyond data collection. We offer coaching, content, and service extensions to help you harness the full potential of Apex findings. Our team of science and business experts is at your disposal, ready to provide guidance and insights. With our wealth of content and curated guidance, we empower you to take meaningful action and drive lasting improvements in customer experience, loyalty, and business success.

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