The truth about your business — what works, what doesn’t, and what needs to change — is usually not found by looking inside your organization. It lives somewhere outside, with your customers.

But what really resonates with customers? What drives their loyalty? What makes for a great customer experience? These are the questions that really get to the truth of your business, but they are often intangible and therefore evade measurement.

That’s exactly why we launched our customer quotient (CQ) study, now in its second year.