In this exclusive interview with CanadianSME Small Business Magazine, Amitayu Basu, CEO of Numr Inc., discusses how his innovative approach to customer experience (CX) analytics is reshaping business strategies across industries. With his expertise in predictive analytics and AI-driven insights, Amitayu has helped major financial institutions optimize their CX strategies, turning customer feedback into actionable growth opportunities. Drawing from his pivotal role in the NPS (Net Promoter Score) team, he shares how CX measurement has evolved and the powerful tools that businesses now have to proactively address customer friction points. As a C100 Fellow, Amitayu’s forward-thinking mindset and passion for using technology to improve CX make him a true trailblazer in the field. In this conversation, he explores the future of customer experience and its critical role in driving revenue and business success.
Amitayu Basu is the CEO of Numr Inc., a leading customer experience analytics company specializing in linking CX to business impact. With a deep expertise in predictive analytics, customer journey mapping, and AI-driven insights, Amitayu has helped major financial institutions like Axis Bank, ICICI Prudential AMC, and Tata AIA optimize their CX strategies. A key highlight of his career is his time as part of the core NPS (Net Promoter Score) team, where he gained invaluable insights into measuring customer loyalty and translating feedback into actionable business strategies. His work has been instrumental in evolving CX measurement from simple surveys to AI-powered predictive analytics that drive revenue growth. A C100 Fellow, Amitayu is recognized for his ability to anticipate industry trends and create products that help businesses proactively address customer friction points before they happen. Outside of work, he enjoys science fiction and exploring the future of customer experience through technology.
Numr CXM specializes in decoding customer emotions using AI to enhance sales and reduce churn. Can you share a specific case study where your approach significantly improved a client’s customer retention and revenue?
One of our most impactful case studies is with Toyota. Like many automakers, they were losing potential buyers after the test drive — a moment that’s supposed to be exciting but often fell flat. We plugged Numr into their CRM and dealer management systems and used AI to cluster different customer journeys.
Our model discovered a clear pattern: test drives under 20 minutes during rush hour led to lower satisfaction and fewer conversions. These customers were quietly slipping away. So we automated follow-ups inviting them to rebook — this time with better routes, clearer communication, and off-peak slots.
The result? A 14% increase in test-drive-to-sale conversions. That’s a meaningful revenue jump — and a perfect example of how decoding experience signals can unlock growth.
Your background includes being part of the NPS invention team. How has this experience shaped Numr CXM’s approach to customer experience management, and what innovations have you introduced beyond traditional metrics?
Being part of the original NPS team taught me one thing — metrics without action are just numbers.
At Numr, we’ve gone beyond measuring to predicting. We assign a predicted NPS score to every customer, not just the ones who answer surveys.
Instead of waiting for feedback, our models identify friction points using behavioral data — delays, complaints, drop-offs — and trigger proactive actions.
In essence, we moved from measuring satisfaction to designing interventions that actually change outcomes.
Numr CXM emphasizes the integration of attitudinal and behavioral data. How does this fusion provide a more comprehensive view of customer experiences, and what unique insights does it offer businesses?
Surveys tell you how people feel. Behavior shows what they actually do. When you combine both, magic happens.
For example, a customer might rate an app 9/10 — but if they stop logging in or drop off before completing tasks, that’s a red flag.
Numr captures these mismatches and pinpoints hidden issues. In a recent engagement with a financial services client, we discovered that high-NPS respondents were still abandoning investment journeys halfway.
Our analysis revealed complexity in the forms — something surveys missed. Once simplified, completion rates jumped.
That’s the power of combining intent with action.
Your platform uses AI for surveys, smart dashboards, and automated action plans. How do these technologies work together to provide actionable insights, and how do you ensure the AI’s recommendations are both accurate and ethical?
Our stack works like this: surveys and behavioral signals feed into a data lake, AI clusters customers, scores them, and recommends actions — all visualized in simple dashboards.
Each action plan is explainable — we show why the model picked a trigger, what it’s solving, and what the business impact could be.
No black-box decisions.
We’re careful about bias. We audit model decisions regularly and give businesses control over thresholds and actions. AI should empower decisions, not replace them blindly.
As we look to the future of customer experience management, what trends do you foresee, and how is Numr CXM positioning itself to lead in this evolving landscape?
Customer experience is shifting from “after-the-fact” to “real-time and predictive.” GenAI will make bots smarter, but it’s predictive AI that will drive real change — by acting before customers complain.
We’re betting on early detection. Our focus is to link CX directly to revenue outcomes and enable businesses to intervene before damage is done. In a noisy market, what will win is not just tech — but clarity. What’s wrong, why it’s happening, and what to do next. That’s what Numr delivers.
The post Decoding Customer Emotions: Numr CXM’s AI Revolution first appeared on CanadianSME Small Business Magazine.