The ZEF platform combines the perspectives of customers and employees with your business data and produces proactive insights and action plans that management can act on immediately. Not just data.
Traditional surveys ask fixed questions and collect fixed answers. ZEF's AI interview adapts: follow-up questions sharpen based on what the respondent says. The result is not just averages but an understanding of where they come from.
ZEF collects feedback signals from the customer and employee journey into a single view. Collect feedback from recruitment to exit and from marketing and sales to churn prevention. Connect surveys, support requests and CRM data to your business intelligence — and make better decisions at the right time.
Connect revenue, customer churn, strategy and goals to survey results. The ZEF tool shows the operational and human picture side by side — so you never make a decision based on only one of them.
ZEF automates feedback collection using various triggers and guides respondents through personalized survey paths where they only see questions relevant to them.
The cross-analysis engine runs correlations across all connected data streams simultaneously — finding relationships between what customers say, what employees say and your business metrics.
ZEF identifies root causes — not just symptoms. Chain effects are mapped and prioritized by frequency and business impact.
The Market Intelligence layer brings external context — competitive benchmarks, industry trends and market signals — alongside the internal picture.
The ZEF platform alerts immediately when a VIP customer or key person shows negative signals — giving you the opportunity to act in time.
ZEF produces action recommendations ranked by impact and feasibility, with an estimate of the expected ROI attached before taking action.
Ask any question about your business in plain English. The Esko AI agent on the ZEF platform finds the answer in seconds from all collected data — business figures, customer feedback and market intelligence.
Role-specific reports are generated and distributed on your schedule without anyone building them manually. CEOs get revenue impact summaries, COOs get operational details, CS teams get account updates.
Track which recommendations were implemented, measure actual vs. predicted outcomes and feed the results back into the ZEF platform to improve accuracy over time.
Cumulative Accuracy
| Active layers | Intelligence type | Precision level |
|---|---|---|
| Any single layer | Descriptive — what is happening | Baseline |
| Two layers | Diagnostic — why it is happening | Significantly more precise |
| Three layers | Predictive — what will likely happen | High |
| All four (BI + PI + MI + EW) | Prescriptive foresight within strategic constraints | Maximally actionable |
With every layer added, the error rate decreases and recommendations become more personalised and actionable. A company that starts with the PI layer alone will find that predictions sharpen significantly when the BI and MI layers are combined — connecting human understanding to business metrics and market context, where true executive-level wisdom emerges.
Automatically ask promoters (NPS 9–10) whether they would refer others. Collect warm leads directly from your feedback flow — in the same conversation where they said they were satisfied.
Lumon: €130,000 in new deals, month 1 · 14x ROI · payback period under one week
Automatically direct satisfied customers to leave Google reviews. Build your online reputation from the inside — from customers most likely to leave an honest, positive review.
Doorway: 100+ reviews in 6 months · 2.3→4.2 stars · bankruptcy avoided · 125x ROI
Use AI interviews to screen candidates. The same AI interviewer that reveals root causes in customer feedback applies to structured candidate evaluation in recruitment.
Shortens time to interview and improves candidate quality before the first human touch
| Feature | How it works |
|---|---|
| AI interview and root cause analysis (WhyFinder) | The ZEF platform's WhyFinder AI interview doesn't stop at a number such as an NPS score. It asks respondents clarifying follow-up questions in real time, revealing the root causes behind their answers. |
| Fast AI-assisted analysis (Esko AI) | The ZEF platform's Esko AI analysis agent reads thousands of open-ended responses in seconds and writes ready summaries and action recommendations for management. You can also ask Esko about your data in a conversation. |
| Automatic theme analysis | The ZEF platform's AI identifies themes and their sentiment in open-ended responses automatically, with no manual coding. |
| BI, PI and MI cross-analysis | The ZEF platform cross-analyses business figures (Business Intelligence), customer and employee views (People Intelligence) and market data (Market Intelligence) to explain why the numbers move and what you should do next. |
| CX and EX cross-analysis | On the ZEF platform, customer experience (CX) and employee experience (EX) are analysed together on one platform, so weak signals connect directly to business figures. |
| ZEF method and quadrant (importance vs. performance) | The scientifically validated ZEF method asks not only how well something works but also how important it is to the respondent. Results are placed automatically in a quadrant that separates the real priorities (high importance, low performance) from areas not worth investing in. |
| Intelligent Zoom (patented, Z-score) | The ZEF platform's patented Intelligent Zoom removes the effect of different answering styles through Z-score standardisation and spreads results across the whole scale. Real strengths and the most critical improvement areas stand out more clearly than from a plain average. |
| Respondent group comparison and background data | Background data imported with contacts, such as unit, location, role, sales rep or customer tenure, links straight into ZEF platform reporting without asking respondents extra questions. Results can be compared across respondent groups, time periods and surveys, and filtered dynamically in the report. |
| Survey templates | The ZEF platform includes expert-built survey templates by topic, for example customer satisfaction, NPS, employee experience and manager evaluation. |
| AI survey builder | The ZEF tool builds a survey with AI in about a minute. You can also paste in an existing set of questions and the AI turns it into a ready survey. |
| On-brand surveys (Design Bot) | The ZEF tool's AI-powered Design Bot quickly makes your survey look like your brand. Branded surveys can be saved as templates and reused. |
| Question types | The ZEF tool has 18 question types, including 2D-slider, slider, Net Promoter Score (NPS) and eNPS, open text, multiple choice, image choice and file upload. The full list is in the table below. |
| Likert scale and 2D-slider | In the ZEF tool, a Likert scale (1–5) can be built either as a slider or as a single-choice question. The 2D-slider lets respondents rate the same item on two axes, such as importance and performance. |
| Conditional logic (skip logic) | ZEF surveys support conditional logic: respondents are routed to different questions based on their earlier answers, such as background information. |
| Ease of use and respondent experience | The ZEF tool lets you build surveys without coding or heavy training, even after a long break. Visual sliders make answering quick, which lifts response rates. |
| Email and SMS distribution | The ZEF tool sends personalised survey invitations and automatic reminders by email and text message (SMS). |
| Public link and QR code | Anyone can answer a ZEF survey through an open public link. Every link can also be downloaded as its own QR code. |
| Website and in-app embedding | A ZEF survey can be embedded directly in a website or app, or opened from a floating panel or button (widget). |
| Kiosk mode | ZEF surveys can be answered in kiosk mode, for example on a tablet placed at a service location. |
| Automatic alerts and tickets | You define the triggers, and the ZEF tool sends an automatic email alert. A critical NPS response, for example, can go straight to the right people or become a ticket in your customer service inbox. |
| Google review collection and display | The ZEF tool automatically guides your happiest respondents (NPS 9–10) to leave a Google review. Collected reviews can be shown on your own website with Trustindex. |
| Upsell and referral detection | A ZEF survey identifies new purchase needs and willingness to recommend from responses, and upsell leads can be routed straight to sales. |
| Ready-made integrations | The ZEF platform has ready-made integrations with HubSpot, Salesforce, Pipedrive, MS Dynamics, Sympa, Hailey HR, Slack, Moontalk Mobile, Maestro, Talosofta and Oracle Hospitality, plus automatic contact import from an SFTP server. Our development team also builds new integrations to fit customer needs. |
| Zapier | The ZEF platform connects to thousands of apps through Zapier, with no coding required. |
| Open REST API and webhooks | With the ZEF platform's open REST API (Contacts, Responses, Share and Surveys API) you can build integrations yourself. Webhooks notify you of new responses in real time. Documentation: developer.zef.fi. |
| Single sign-on (SSO) | The ZEF platform supports single sign-on (SSO). |
| Security and data location | All ZEF platform data stays in the EU. The ZEF platform is GDPR compliant, and ISO 27001 certification will be completed by the end of 2026. |
| First-class customer support | The ZEF tool includes an AI support chat available 24/7. Our support team is available by email and phone on weekdays 8:00–16:00 (Finnish time) and resolves requests quickly. Customers also get free 15-minute sparring sessions throughout the customer relationship. Read more about support. |
| Continuous product development | The ZEF platform is continuously developed by our own product team. |
Can't find a feature that matters to you? This table only covers the most requested features. Get in touch below if you have any questions!
Ask our experts| Question type | What it's for | Group |
|---|---|---|
| 2D-slider | Measures the respondent's view on two axes at once, such as importance and performance. | Rating |
| Slider | A rating scale, 0–10 by default or a 1–5 Likert scale. The end points can be labelled and smileys shown to the respondent. | Rating |
| Area scale | A variation of the slider where the respondent selects an area on the scale. | Rating |
| Net Promoter Score (NPS) and eNPS | Likelihood to recommend on a 0–10 scale, for customers (NPS) and employees (eNPS). | Rating |
| Grade | A question for giving a grade. | Rating |
| Single choice | One answer from a set of options. Also works as a 1–5 Likert scale. | Choice |
| Multiple choice | Respondents can select several options at once. | Choice |
| Checkbox | A checkbox-based question. | Choice |
| Image choice | Answer options are shown as images. | Choice |
| Dropdown | A compact drop-down list of options. | Choice |
| Number dropdown | A drop-down list of numbers. | Choice |
| Open text / Text field | An open feedback field. The character count can be limited if needed. | Open answer |
| Number field | Collects a numeric answer. | Open answer |
| Email field | Collects an email address. | Contact details |
| Phone number field | Collects a phone number. | Contact details |
| Attachment / File upload | Respondents can attach a file to their answer. | Other |
| URL / Web link field | Collects a web address. | Other |
| Info card / Text block | An information or instruction block shown to the respondent. Not a question, so it has no answer field. | Other |
ZEF-Tool
Explore ready-made survey templates and their reports. Select an example from the list to view the survey and report side by side.
Every company's profile is different — size, CRM maturity, customer base, primary goals. Licensing is sized in the demo so we can match the right license to your situation and give a realistic ROI estimate alongside the price.
We don't offer a self-service free trial. Every engagement starts with a demo where we show exactly what ZEF delivers for your company — and what the ROI looks like before any commitment. That 30-minute conversation is more valuable than a product trial you'd have to figure out on your own.
Reputation and Revenue use cases (lead generation, Google reviews) typically produce visible results within the first 30 days. Retention and Foresight use cases compound over time — most customers see measurable churn reduction within 60–90 days.
Yes — a dedicated Customer Success Manager is included in every license. People intelligence is most effective when someone is actively responsible for taking insights and action plans to your team in practice — not just providing access to the platform.
Yes. ZEF's Partner Program gives consulting firms and agencies a single license that covers all client organizations they create and manage from the ZEF console.
All published integrations, such as CRM integrations (Salesforce, HubSpot, Pipedrive), are available in all licenses. Full API access is also included in all licenses. Custom integrations are available in Einstein licenses, but we can also implement integrations for other licenses (Genius and Master) at an additional cost.