Objectively Assessing CX Capabilities and Maturity in an Organization

Organizations, on their journey towards more customer centricity, need a detailed assessment of their current state. Both qualitative and quantitative feedback is needed – ideally from all parts of the organization – about where to improve, which untapped best-practices to adopt, and which improvements to prioritize.

The Customer Institute has listened to these needs around the globe and in organizations across B2B, B2C, health care, and the public sector. To address the need for an impartial, thorough, and data-driven assessment we have developed the Customer Institute Customer Centricity Assessment.

The history of mankind…

… is one of continuous improvement.
The Customer Institute assessments are designed to further support such improvement!
Stefan Osthaus
President Customer Institute

Certified consultants around the globe stand-by to perform this standardized, quality-controlled, and best-practice based assessment in your organization!

A unique, certified, and globally consistent approach provides you with deep insights, cross-industry benchmarks, and clear guidance on where to start or continue your journey towards more customer centricitiy.

The Assessment Approach


During one to two weeks per major site of the organization assessed, the consultant will perform interviews and group interviews with selected audiences across the organization.

In addition to that, the consultant will assess selected areas of organizational customer centricity, collect evidence, mystery shop, and develop their own view of how the assessed organization compares with current best practice in their customer centricity.

The assessment spans across 10 categories (e.g., culture, leadership, listening programs, analytics, etc.) with 10 sub-dimensions each, which can score up to 10 points each. This 10x10x10=1,000 approach covers the quantitative part of the assessment, the interview verbatim and consultant evaluation the qualitative part.


During the third week of the assessment, the consultancy, Customer Institute experts, and the analytics team of the Customer Institute aggregate, analyze, and visualize the results of the assessment and determine the most prominent areas for improvement.

Currently not implemented best practices are identified, shared pain points across business units prioritized, and a recommended action plan developed.

The Customer Institute supports each assessment anywhere in the world with access to institute experts, the institute’s analytics back-end, as well as with quality-controlled templates, tools, and trainings.

3 Reporting

In a final step of the assessment, the results are being reported to different levels of functional and regional leadership in the organization.

Out of quantitative and qualitative insight from 100 dimensions, the most prominent areas of improvement are identified and provided with a clear, pragmatic, and actionable path to improvement.

Customer Institute leadership members are available to join the report-out to the executive team to add global insight and method validation.

Get started as an Organization

If you are a customer-serving organization in B2B, B2C, health care, or in the public sector, then the assessment will provide you with

  • a profound external evaluation of your customer centricity status-quo
  • a quantitative score, which – if benchmarks are exceeded – earns your organization Customer Institute certification.
  • a wealth of qualitative feedback from interview verbatim, intuitively aggregated for easy interpretation.

Getting started as a Consultancy

Consultancies in the field of customer centricity can use the Customer Institute Customer Centricity Assessment for their clients and provide a globally standardized and certified methodology while saving the development effort for such a tool. The recommended client charge for an assessment of one organization in one location is 25,000 Euro or the equivalent in local currency. Cost varies with additional complexities, more sites to audit, etc. However, client directed pricing is at the discretion of the delivering consultancy. The license fee to use the Customer Institute Assessment is 6.000 Euro per client, independent of added complexity described above.

Consultants wanting to deliver the Customer Institute Customer Centricity Assessment to their clients must participate in a one-time introduction training for the method. The training fee is 500 Euro. The introduction training does not need to be repeated for subsequent assessments with other clients.

Below is an overview of the steps consultancies can take to deliver the Customer Institute Customer Centricity Assessment to their clients.

Start your Assessment here (for Consultancies):

  • Register here for the Customer Institute Customer Centricity Assessment Introduction Training.
  • (Optional) Book additional SkillBooster trainings here for those areas of the assessment where additional know-how is needed.
  • Register a new assessment project here.
  • Access delivery platinum support during the assessment project here.
  • Download the latest version of templates and scoring handbooks here.
  • Upload the assessment results for analysis and results visualization by the Customer Institute analytics engine here.
  • Receive results analysis and visualization for your management report to client.
  • Receive client certification as Customer Institute certified customer centric organization if thresholds are exceeded.
  • (Optional) Book time with members of the Customer Institute leadership team to join you for the executive report-out to your client at no additional cost here.
  • Once the assessment project is completed, provide feedback to the Customer Institute here.

Customer Institute Assessments are available to assess…

  • the Customer Support performance and improvement opportunities
  • the Customer Centricity maturity and improvement opportuntities
  • the Employee Experience and improvement opportunities

Contact us to discuss how each assessment can contribute to your tranformation goals.