Choose the answer that best describes your current relationship with your customers.
Trust & Consistency
Q1. How consistently does your company deliver on promises made during the sales process?
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Frequently underdelivers or overpromises
Inconsistent — delivery varies by team or client
Generally reliable but with occasional gaps
Consistent and dependable
Always delivers — known for reliability and integrity
Trust & Consistency
Q2. How do customers describe your company’s reliability and proactivity?
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Reactive and unreliable
Dependable only in low-pressure situations
Reliable but not proactive
Reliable and usually proactive
Highly trusted and recognised for proactive excellence
Trust & Consistency
Q3. How effectively and transparently are issues resolved when they arise?
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Avoided or delayed responses
Addressed defensively or with limited transparency
Resolved, but slowly or inconsistently communicated
Quickly and transparently resolved
Open, fast, and trusted resolution every time
Appreciation vs Satisfaction
Q4. Do customers feel genuinely appreciated—not just satisfied?
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Rarely appreciated
Occasionally thanked or acknowledged
Satisfied, but not emotionally connected
Regularly appreciated and acknowledged
Deeply valued — relationships feel personal and respectful
Appreciation vs Satisfaction
Q5. How often do you measure customer appreciation, beyond NPS or CSAT?
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Never measured
Minimal or ad-hoc efforts
Occasionally assessed informally
Regularly measured and reviewed
Systematically measured and part of leadership metrics
Appreciation vs Satisfaction
Q6. Do customers believe your team genuinely cares about their success?
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Customers see you as transactional
Some care shown, but inconsistently
Care demonstrated in limited interactions
Clearly invested in customer outcomes
Deeply committed — seen as a true partner in success
Loyalty & Advocacy
Q7. How much of your new business comes from referrals or repeat clients?
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Almost none
Rare or inconsistent referrals
Some referrals, but unpredictable
Consistent referrals with opportunity for more
Major driver of growth — referrals reflect high trust
Loyalty & Advocacy
Q8. How proudly do customers associate with your brand and reputation?
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Avoid public association
Neutral — see you as just another supplier
Positive but low public visibility
Proud association with your brand
Actively promote your reputation to others
Loyalty & Advocacy
Q9. When customers leave, how well do you understand and act on their reasons?
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No follow-up or data
Occasional exit feedback only
Basic reasons tracked, little action
Regular analysis and action on insights
Exit data fully integrated into improvement strategy
Communication & Relationship Depth
Q10. Are your customer relationships primarily transactional or long-term?
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Entirely transactional
Transactional with select strategic exceptions
Balanced — some strong, some shallow
Focused on partnership and continuity
Deep, trusted, long-term relationships throughout
Communication & Relationship Depth
Q11. How often do senior leaders personally engage with key customers?
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Rarely or never
Only during major deals or crises
Occasionally throughout the year
Regular and meaningful engagement
Deep, ongoing relationships led by senior executives
Communication & Relationship Depth
Q12. How well do customers feel heard and valued at every stage of interaction?
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Often unheard or dismissed
Occasionally listened to, but without follow-through
Usually heard, though not always acted on
Listened to and respected consistently
Customers consistently praise your listening and empathy
Differentiation & Market Perception
Q13. Can customers clearly articulate what makes you different?
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No clear differentiation
Unclear or inconsistent message
Some understanding, not distinctive
Clear differentiation understood by most customers
Strong, consistent differentiation — sets you apart in market
Differentiation & Market Perception
Q14. How are you perceived in your category in terms of trust and reputation?
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Compete mostly on price or availability
Trusted only by a small segment
Generally trusted but not industry-leading
Recognised as a preferred, trusted provider
Seen as the benchmark for trust and credibility
Differentiation & Market Perception
Q15. How accurately do you track and understand how customers describe you when you’re not in the room?
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No insight or measurement
Rely on assumptions or anecdotal input
Occasionally gather informal feedback
Regularly measure and analyse sentiment
Continuously track, measure, and adapt based on insights
Contact Information
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Company
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