Prediction: The future of CX

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/prediction-the-future-of-cx#

The CX programs of the future will be holistic, predictive, precise, and clearly tied to business outcomes

Why use a survey to ask customers about their experiences when data about customer interactions can be used to predict both satisfaction and the likelihood that a customer will remain loyal, bolt, or even increase business?