Oura Uses AI to Measure Total Customer Experience in Real Time, Podcast

By Doug Green

“The best survey is the one you don’t have to send.”

In this Technology Reseller News podcast, John Moses, Vice President of Member Experience at Oura, explains how the company is using AI to develop a new customer experience metric called TCX — Total Customer Experience — designed to measure service quality continuously rather than relying primarily on traditional surveys.

Oura is best known for its wearable ring, but Moses says the company also sees itself as a membership and healthcare business. Customers wear the device throughout the day, interact frequently with the Oura app and rely on the platform for ongoing health insights.

That continuous relationship led Oura to rethink how it measures customer experience.

Traditional tools such as CSAT and post-interaction surveys depend on customers choosing to respond. Moses says response rates are limited, survey fatigue is real, and the feedback is often too vague to tell a service organization exactly what went right or wrong.

TCX takes a different approach.

Oura uses AI to analyze customer interactions directly and scores them across four areas: whether the issue was correctly identified, whether the customer experienced friction during the support process, whether the issue was resolved, and what the customer’s sentiment was at the end of the interaction.

All four need to be positive for the interaction to receive a successful TCX score.

That creates a much larger pool of data than surveys alone.

Moses says managers can drill into performance by channel, problem type, contact center, team or individual representative and see where service quality is improving or slipping.

Speed is another advantage.