TIDE CX™
by MRM Support
Your customers are sending signals. TIDE CX™ reads the water — the swells building before they crest, the rip currents pulling loyalty out before you see the churn, and the moments when the tide turns in your favour.
Every customer base has a TIDE. Some of it is rising — loyalty building, NPS climbing, repeat business growing. Some is receding — quietly, before the complaints arrive, before the churn shows in the numbers.
TIDE CX™ tracks those cycles across every touchpoint — through telephone interviews, digital channels, and mystery shopping — and distils it into one trackable headline score: the Tidal Index™.
water.
Know when it's coming in.
And when it's going out.
Customer sentiment moves in cycles. Loyalty builds, peaks, and — if you're not watching — recedes silently before you ever see the churn. TIDE CX™ tracks those cycles continuously, so you know exactly where you stand and where you're heading.
We measure NPS® across every key touchpoint — through telephone interviews, digital channels, and mystery shopping — and translate it into one trackable headline score: the Tidal Index™.
The four tide states.
Every business sits in one of four states at any given time. TIDE CX™ tells you which one — and which direction you're heading.
High Tide
Loyalty rising. Customers returning. NPS climbing. Your CX is working — protect it and build on it.
Swell Building
Momentum growing. Something is resonating. Find what's driving it and amplify it before the wave peaks.
Rip Current
Hidden churn pulling customers out fast — no visible warning. The most dangerous state because it looks calm on the surface.
Receding Tide
Sentiment withdrawing quietly. Customers disengaging before they ever complain. Act before the tide is gone.
The rip current is the one that catches businesses off guard. Customers leave without complaining — and by the time you notice the churn, the tide is already out.
Multiple channels. One complete reading.
We reach your customers where they are — by phone, digitally, and in person — to build a complete picture of your tide.
The Tide Call™
Telephone interviews
Our primary channel. Trained interviewers contact your customers directly — asking the right questions while the experience is still fresh. Higher response rates, richer data, and the ability to probe deeper when it matters.
Digital Currents™
WhatsApp · Email · QR Code
Automated surveys delivered via WhatsApp, email, and QR code — reaching customers at scale across digital channels at exactly the right moment in their journey.
The Depth Dive™
Mystery shopping
Trained assessors experience your service exactly as a customer does — then surface the truth. No self-reporting bias. Just the reality of your frontline.
The Deep Current™
Focus groups · Desk research
Qualitative research that goes beneath the numbers. Focus groups and desk research uncover the "why" behind your scores — context and nuance that quantitative data alone cannot provide.
The Tidal Index™
Your NPS® composite — measured across every touchpoint, weighted across all three research channels, and mapped to one of four tide states each quarter.
Not just where you are today — but whether the tide is coming in or going out. One number your whole organisation can align on.
How we read your tide.
Every engagement starts with understanding your business — and ends with intelligence you can act on.
Chart the Waters
We run discovery workshops to map your customer touchpoints, consolidate existing data, and identify where the tide needs reading.
Design the Survey
We craft your research strategy — questions, sampling methodology, channel mix, and measurement framework — tailored to your brand and industry.
Cast the Net
Fieldwork begins. Our call centre conducts telephone interviews. Digital surveys go out via WhatsApp and email. Mystery shoppers are deployed.
Read the Tide
We analyse your results, calculate your Tidal Index™, and map your business to one of the four tide states — with direction of travel.
Surface the Insights
Your BI dashboard goes live — unlimited users, dynamic filtering by location, product, and team. Scheduled reports and executive summaries included.
Close the Loop™
Insights feed directly into action. Issues escalate automatically. Your team responds. The next tide measurement shows whether it worked.
Explore Close the Loop™Choose your tide programme.
Every programme is custom-scoped to your business. The tiers below guide the conversation — final pricing is based on your industry, locations, and research volume.
Tidal Watch
Digital-first feedback capture and a live NPS dashboard — the foundation for reading your CX tide.
- ✓QR code, web form & email surveys
- ✓NPS® tracking per touchpoint
- ✓Tidal Index™ score (quarterly)
- ✓Standard BI dashboard
- ✓Monthly performance report
- ✓Verbatim theme summary
Tidal Survey
Add telephone research and deeper analysis for a complete, multi-channel reading of your customer tide.
- ✓All Tidal Watch features
- ✓CATI telephone interview fieldwork
- ✓WhatsApp & multi-digital channels
- ✓In-depth verbatim & root cause analysis
- ✓Multi-level BI dashboard
- ✓Quarterly strategy session
- ✓Trend tracking across cycles
Tidal Command
The complete programme — mystery shopping, dedicated researcher, Close the Loop™ integration, and monthly executive reporting.
- ✓All Tidal Survey features
- ✓Mystery shopping (The Depth Dive™)
- ✓Dedicated MRM research manager
- ✓Close the Loop™ bi-directional integration
- ✓Custom executive dashboard
- ✓Monthly strategy & action sessions
- ✓Cross-location & division benchmarking
All programmes include onboarding, dashboard setup, and ongoing MRM support.
Implementation typically 4–8 weeks. Scope includes discovery, design, and fieldwork planning.
Reading the tide is step one.
Turning it is step two.
TIDE CX™ identifies where sentiment is slipping. Close the Loop™ catches every complaint signal, routes it with precision, and clears the sky before the customer walks out.
Read the water.
Before the tide turns.
Let's design a CX research programme that tells you not just what your customers think — but where their loyalty is heading.