Customer Relationship Quality (CRQ™)

In the B2B world, Net Promoter Score (NPS) is a good metric but it's not enough. You need to go further and get to the heart of the relationship you have with your clients. Deep-Insight's CRQ methodology and framework were designed in 2000 by a team of 'magicians' with large complex B2B organisations in mind.

Does NPS work for B2B Companies?

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Having an exceptional Customer Experience (CX) programme dramatically reduces the risk of losing key accounts.
As a CEO or Sales Director, you need to understand your clients’ future intentions, not just their past behaviours. Here at Deep-Insight we combine your Customer Relationship Quality (CRQ™) results with your Net Promoter Score (NPS) to segment your clients into the following relationship categories.

A third of your clients should be Ambassadors who think you are truly unique. Fewer than 15% should be Ambivalents, Stalkers or Opponents.
What does your client portfolio look like?


A CX programme is more than just a survey. Our Customer Relationship Quality (CRQ™) approach provides a clear framework for success by guiding you through all the key elements of a world-class CX programme.
The CRQ framework is based on a series of activities in the following four quadrants and the ‘Soft Side’ (people-related) activities are as important as those on the ‘Hard Side’.

Provide the right Leadership and your customers’ voice will be translated into a Strategy that puts the customer at the heart of everything you do – human resources, operations, financial investments, sales, service, product development. Execution means a properly-resourced CX team with the right skills and a strong bias for action. Get these quadrants right and your company Culture will become truly customer-centric.


Our CRQ™ assessments are based on over 20 years of research and experience of working with some of the world’s largest companies who have used our five key principles to assess the quality of their customer relationships.

Make sure you get feedback from ALL accounts, not just a sample. And get the views of Influencers and Operational Contacts as well as the Decision Makers.


Play around with your Customer Relationship Quality (CRQ™) and Net Promoter Score (NPS) results and put together powerful presentations for your management team by using our Deep-Dive platform, the best tool to view, analyse and benchmark your results.