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Customer IQ® is made up of 70 questions, organized into 7 strategic dimensions, each with a specific weight in the final score (total weight = 100 points).
Each of the 70 questions uses the same scale of 5 possible answers:
Total absence of the practice
Unstructured practice, depends on individuals
Practice started, incomplete coverage
Defined and followed process
Mature process, with metrics
Weight adjustment applied: in the "Data & AI" and "Culture" dimensions, the sum of the individual weights of the 10 questions totaled 11 points in each — but the dimension's declared weight is 10. For the overall total to still add up to exactly 100 points, two items in each of these two dimensions were adjusted from 1.0 to 0.5. Review whether this specific redistribution makes sense for the business before publishing the live diagnosis.
Score for each question = (Question weight × Answer value) ÷ 100.
Score for each dimension = sum of the scores of all questions in that dimension (maximum = dimension weight).
Percentage for each dimension (for the report) = (Score obtained in the dimension ÷ Dimension weight) × 100.
Final Customer IQ® = sum of the scores of all 70 questions — a result between 0 and 100, since the weights of the 7 dimensions add up to exactly 100 points.
Example: the question "Does the company measure customer retention rate?" (Retain dimension, weight 3), answered as "It exists in a structured way" (75%), is worth (3 × 75) ÷ 100 = 2.25 points.
Note: the "Retain" dimension carries the highest weight in the index — that's not by chance: it's where most companies lose the most money without realizing it.
0–20
21–40
41–60
61–75
76–89
90–100
It takes less than 10 minutes. Your data is used only to generate the report and for our team's follow-up.