Thank you for taking the Customer Centagon 8 Assessment. This assessment will offer a score on how well your organization is performing & delivering customer and employee happiness initiatives and culture.

The assessment incorporates facts and researched based concepts from the Gallup Q12 study, customer centricity research, principles from a Peter Senge and a Learning and many other vetted principles.

There are 55 statements within the 8 pillars of Customer Happiness which are explained in the assessment. Please rate each statement with if you are currently using (strongly agreeing) or it is within your current company process and culture.

If you are taking the Free assessment, you will receive your score in an email.

If you chose the Custom Report with your assessment, a one page, customized report for your business will be emailed to you by the founder of CHI within 24 hours.

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Leadership Actualization

Leadership actualization is a healthy leadership foundation exemplified by leaders of successful customer-centric organizations. Studies indicate that successful leaders conduct themselves in a way that empowers employees without micromanaging them – trusting their judgment to make important decisions, succeed at their jobs, and uphold company vision and values. Many leaders allow their personal baggage to get in the way, grafting their personality traits onto their organization to the detriment of business. In contrast, healthy leadership paves the way to staggering success.

1) Your direct reports have the autonomy and resources to make decisions and resolve customer issues immediately.

2) Each day you show high energy and enthusiasm when interacting with your direct reports.

3) You prioritize your direct reports over yourself, customers and the company; and you show empathy and understanding towards your team.

4) You listen to your direct reports on most occasions, and do not talk first or talk over them.

5) You set an example for your direct reports and directly engage with them, “walking the walk” by pitching in to support and validate their efforts.

6) You possess and project an organizational purpose and mission, inspiring your leaders to share and advance this vision.

7) You measure success and happiness among your direct reports formally or informally, and pursue areas of opportunity to improve your leadership.

8) You offer praise first and catch people doing things right, building them up with positive feedback that may frame constructive criticism.

9) You radiate positivity, regardless of the circumstances.

10) You are always focused on the customer, mindful of their needs with each decision you make.

Customer Learning

Aligning technology and organizational governance with learning about the customer is critical for increasing customer happiness. To that end, every organization must generate and build information from each customer interaction, sharing findings with all key members of the organization who serve customers. Findings should then be utilized to customize services and products; and deliver an excellent customer experience.

1) Your organization has a system and/or process to learn more about customers.

2) Your organization shares these findings with other departments.

3) Your organization actively measures customer satisfaction.

4) Your organization applies results and feedback to generate change, improvement and/or enhancements.

5) Your organization draws upon customer information to customize and personalize services and products.

Employee and Team Engagement

Happier employees create happier customers, who in turn create positive metrics throughout organizations. When employees feel inspired with shared visions, and feel empowered to believe they have a stake and a role in success, they become self-directed work teams: critical to all successful organizations. These high-performing teams transform ordinary companies into industry leaders by taking initiative: identifying opportunities for improvement and developing plans to make immediate, positive changes.

1) Your organization measures employee engagement at least twice a year.

2) Your organization acts on results from employee engagement.

3) Your organization focuses more on intrinsic rewards (recognition, employee growth, learning opportunities, having fun at work, flexible hours, employee empowerment) and focuses less on other rewards such as salary increase.

4) Your organization is implementing self-directed work teams. These are teams operated by employees with management-provided resources, but minimal management involvement.

5) Management gives the self-directed work teams full responsibility to conduct meetings and make decisions on their own.

6) Your organization treats its employees as internal customers, knowing they are critical to the success.

7) Employees have all the tools needed to do their job, aware of their importance to the organization.

8) All employees understand their growth opportunities, including opportunities for further learning and training.

9) Your organization practices employee transparency for its goals each year.

10) Leaders in your organization always show appreciation and gratitude for a job well done – with “thank yous” built into your culture.

Customer Centric Measurement

Measuring Customer Lifetime Value is critical to a creating a customer centric culture. Leaders must ensure that measurement is taken not only with sales, but also by customer value—defined through a review of the customers’ portfolio. This metric is called NPV (Net present value) and is relevant to current assessments and future scenarios.

1) Your organization currently measures lifetime value by customer, with resources to drive more business from current customers.

2) Your organization takes action on trends of Customer Lifetime Value.

3) Your organization solicits feedback through customer discovery on current and new products and services.

4) Your team knows the turnover rate for customers and employees.

5) Your organization knows the cost of customer acquisition vs customer retention.

IDIC Model


Developed by Peppers and Rogers, world-renowned experts on customer relationship management and customer centricity, the IDIC model proposes four actions for companies to build and retain long-term one-to-one relationships with customers. The acronym represents


    • Identifying customers 


    • Differentiating customers 


    • Interacting with these customers 


    • Customizing products and services for these customers


1) Your organization knows all its customers through various methods.

2) Your organization segments customers by attitudinal data, behavior data and/or demographics.

3) Your organization communicates with customers with outreach and interaction that is tailored to their data.

4) Your organization segments customers by value to your organization.

5) Your organization invests resources to customize services and products based on customer information.

Enhanced Customer Experience and Journey

Whether through services or through products, every business can create a memorable customer experience. To stand out from the competition, companies must create an incredible memorable experience delivery that will retain and win customers.

1) All your employees know their role and understand the importance of the customer journey through your organization.

2) Your team has mapped out the customers’ journey through your organization, using these maps to deliver high-level experiences.

3) The customer experience enters realms such as entertainment, esthetics (aromas, visuals or sounds), education, and escapist (where the customer gets lost in their experience).

4) Employees that interact with customers are hired for their positive attitude and engaging demeanor, not solely their credentials. These employees enjoy meeting people and solving problems.

5) Your products or services have undergone various small enhancements that translate into a differentiated experience with added value.

Cultural Transformation

Building a culture of customer centricity is a holistic undertaking that involves a high-level plan to effect change within your organization, with a growth mindset of continued learning and constant evolution.

1) Company vision, mission, results, and purpose are shared with every department to inspire leaders and employees alike.

2) Your culture is a learning organization, where leaders and employees are empowered to learn more from each other each day.

3) Employee empowerment permeates your organizational culture –beyond lip service or empty buzzwords.

4) Employees are rewarded for their contributions to the customer experience through bonuses, recognition program and performance reviews.

5) Your organization places the customer in the center of its universe with respect to decisions, actions and initiatives.

6) Your employees have fun at work – and customers can see it on their faces and through their actions.

7) Your leaders treat employees according to how they want to be treated, showing respect for their individuality and personal motivations.

9) Your organizational culture focuses on the customer details to ensure a great customer experience.

10) Leaders regularly thank their employees for their contributions, helping everyone feel important.

Systems Alignment & Approach

A customer-centric organization embraces “systems thinking,” a cornerstone of learning organizations. In an organization with “systems thinking,” systems and processes exist to support the customer-centric culture, with feedback mechanisms to nurture a process of continuous improvement.

1) Your organization has systems and processes in place to execute customer transformation; along with feedback mechanisms to analyze results.

2) Your leadership implements feedback from current systems to promote continuous improvement.

3) Organizational systems are aligned to support the broadest company systems and visions.

4) Your organization has processes and systems in place to support a customer-centric organization for governance; rewards and recognition; and metrics.

5) Your organization uses process mapping and other tools to optimize product or service delivery.

6) Your leaders understand the importance of each individual—and his or her impact on systems within the organization.

Thank you for taking the time to complete your organizational assessment. Your score will be emailed to you on how well your organization is embracing the 8 pillars of the Customer Centagon. You will receive a customized report from the founder within 24 hours.