A More Human Way to Measure Experience

Elevate Customer Experience with a Human-Centered Lens

Second To None’s HUMAN CX^TM Framework brings empathy, effort, and emotion into focus—empowering your team with actionable insights that drive loyalty, retention, and brand advocacy.

Why HUMAN CX^TM?

Most mystery shopping and CX assessments focus on compliance or surface-level behavior. But those snapshots miss the real story—how your customers feel. That’s why we developed the HUMAN CX^TM Framework. It goes deeper to capture customer effort, emotional tone, and perceived outcomes—so you’re not just checking boxes, you’re building loyalty.

This is mystery shopping, elevated: rooted in empathy, built for decision-makers, and aligned with what actually moves the needle.

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What Makes HUMAN CX^TM Different

Three Dimensions That Drive Brand Perception

We measure what most programs miss—how customers experience your brand, not just if standards, systems and policies are being followed.

Effort – Was it easy for the customer to achieve their goal? What friction points disrupted the journey?

Emotion – Did the experience make them feel confident, cared for, frustrated—or forgotten?

Outcome – Did the interaction build trust? Resolve an issue? Reinforce their intent to return?

“This framework helps us understand what our customers are really experiencing—not just what our teams are doing.”

— VP, Customer Experience | National QSR Brand

Designed for the Real World

Turning Human Experience Into Strategic Action

The HUMAN CX^TM Framework is not theoretical—it’s built for rapid deployment and real-world impact. Here’s how it works:

Step 1:
Co-Design: We work with you to identify moments that matter most to your customers—then craft scenario-based evaluations aligned to your goals.

Step 2:
Empathetic Evaluation: Our human evaluators are trained to observe through the lens of the customer, assessing not just service actions but the experience impact.

Step 3:
Strategic Synthesis: We combine structured scoring with open-ended feedback and emotion tagging—so your results tell a fuller story.

Step 4:
Insight Delivery: You get dynamic, executive-ready reports via Catapult, our proprietary analytics platform. Insights are easy to explore, compare, and act on.

Learn More About Catapult Analytics

Business Outcomes That Matter

Not Just Measurement—Momentum

The HUMAN CX^TM Framework equips your team with insight that’s:

Predictive: Spot friction before it becomes churn
Actionable: Drive coaching, training, and recognition
Comparative: Benchmark stores, teams, or regions on human-centered metrics
Transformational: Uncover the moments that create or erode loyalty

It’s how national brands turn thousands of customer interactions into one unified voice of truth.

Who It’s For

Industry Applications for HUMAN CX^TM

Our framework is optimized for high-volume, customer-facing brands across industries:

Retail & Ecommerce
Restaurants (QSR/Fast Casual)
Grocery & Convenience
Healthcare (non-clinical)
Banking & Financial Services
Automotive Retail
Consumer Services

If your brand depends on local execution and customer loyalty—you’ll benefit from HUMAN CX.

Customer Experience Evaluations

Client Spotlight

Transforming Insight Into Action: A Real-World Example

Challenge: A national grocery chain struggled to explain why NPS scores varied dramatically across regions, despite strong compliance numbers.

Approach: Second To None implemented a HUMAN CX^TM program focused on customer effort and emotion during checkout, curbside pickup, and self-service areas.

Result: Within 90 days, the client uncovered systemic friction in digital-to-store handoffs and empowered store managers with targeted coaching strategies—resulting in a 12-point NPS lift.

“Before Second To None, we had plenty of data but not enough clarity. On paper, our compliance scores looked strong, yet the customer experience felt uneven and our NPS proved it. The HUMAN CX^TM approach helped us see where effort and emotion were breaking down across digital and in-store moments, and more importantly, showed our teams exactly how to fix it. In just a few months, we turned insight into action and saw a meaningful lift in NPS that our store leaders could feel and sustain.”

Why Second To None

A Trusted Partner in Human Experience Intelligence

When you work with us, you gain more than a program—you gain a thought partner in customer experience strategy.

Decades of leadership in mystery shopping and CX measurement
Proprietary methodology and certified evaluator network
Integrated tech platform for scalable insight delivery
Commitment to strategy, empathy, and measurable value

We don’t just collect data. We help you make confident decisions. Let’s Humanize Your Customer Experience—see how HUMAN CX^TM can help your team prioritize what matters most—and act on it.

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FAQs

What makes this different from traditional mystery shopping?

HUMAN CX^TM integrates customer emotion and effort into evaluations—providing a more holistic view of the brand experience.

Can we customize the framework to our unique CX goals?

Absolutely. Each program is co-designed with your internal stakeholders to align with your operational and brand objectives.

Are your evaluators trained to assess emotion and effort?

Yes. All evaluators go through specialized training to observe and interpret customer sentiment in context.

How is the data delivered?

All insights are accessible through Catapult, our cloud-based analytics platform with dynamic dashboards and exportable reports.

Can the framework be used across channels?

Yes—HUMAN CX^TM can assess in-store, online, mobile, contact center, and delivery experiences.

Human CX Framework