About Us

We don’t just track customer experience. We decode what it felt like - and why it matters.

ACIAS is an emotional intelligence system for the experience era. We turn raw customer feedback into structured insight - showing you exactly:

What customers felt
Where in the journey it happened
What worked, what broke, and how badly
Which emotional persona it affected
What to fix, prioritise, or amplify

We work with CX teams, product leads, insight agencies, and customer-obsessed operators who need signal - not summaries.

ACIAS isn’t a dashboard. It’s a diagnostic engine.

Every review becomes a live emotional report, mapped by journey stage, scored across 14+ metrics, and tagged to real behavioural personas.

Our Passion

We believe the future of CX isn’t just measurable - it’s emotional.

At ACIAS, we exist to rebuild customer understanding from the emotional layer out - where Authenticity, Bliss, Friction, and Kindness shape real loyalty.

Our passion is turning raw words into real insight.

So teams stop guessing, and start feeling what their customers experience - in every moment that matters.

Meet the Founder

Russell Parrott
Founder & Strategic Lead, ACIAS

Russell is the creator of ABEK a framework and author of The Stack: Anatomy of Enforcement and The AI World Order, that explore how infrastructure and intelligence shape power, control, and experience at every level.

With 30+ years in influence systems, brand strategy, and behavioural insight, he brings a unique lens to CX - seeing it not as a department, but as a living system of trust, effort, friction, and emotion.

He built ACIAS to give teams something they’ve never had:

Real-time emotional diagnostics. Structured behavioural personas. And journey-level insight that actually leads to action.