A better way of measuring your brand value

The NPS wasn't invented for measuring your entire customer experience, so why are you using it that way? The Customer Value Indicator was invented in Silicon Valley to help startups craft a customer experience that helped them gain traction and disrupt market leaders.

Perfected in Australia, the CVI is being adopted by brands who want more from their customer intelligence programs.

CVI Summary.png
Couple with Food

What is the CVI?

The CVI measures how irreplaceable (or replaceable!) your brand is in-comparison to your competitors and your industry. Unlike the NPS, the CVI is invented to be asked via pulse surveys, meaning that you don't have to invest in CX technology in order to get an accurate reading. The CVI is useful for measuring Customer Experience, value proposition, and potential for disruption.

Want to see the CVI in action?

Check out our whitepaper on the energy retailer industry in Australia, featuring the CVI, or read our original research report.

How it works

The CVI uses the same questions the the "The Product Market Fit Leading Indicator", created in Silicon Valley, uses to optimise startups such as Slack and Superhuman. By posing a simple question and follow-up discovery questions, the CVI enables brands to segment their customers into three categories for future optimisation efforts:


What makes your loyal customers loyal? Understanding this segment enables you to better understand what makes your brand, products, services, and CX strong.


Where are your greatest opportunities for improvement? Understanding this segment is like identifying a vein in a goldmine: you can focus your efforts on mining insights from them to generate the biggest rewards.

High Efforts

Is your targeting right? Are you serving a difficult market? Understanding why you have a high/low proportion of High Efforts will help you understand how you can optimise your targeting and how you can appease even the most difficult of customers.


How to run a CVI

Unlike most other customer metrics, CVIs are designed to be understood via pulse surveys. Depending on the cadence of your business, you may run a pulse every month, quarter, half, or event year. Contact us to find out how frequent your business should run a CVI pulse.

Real use cases

Anonymised to protect IP, we have successfully implemented the CVI for the following use cases:

Focus for new products

Running a CVI in-parallel with a Brand Health Tracker helped a client focus their product roadmap on key value requirements.

Value proposition optimisation

A startup client used the CVI to identify how they can optimise their positioning strategy and value proposition as they "cross the chasm" into maturity.

Event feedback

A client used both the CVI and NPS to measure the value of their new event series. The CVI was able to provide much more actionable insights than the NPS.

The CVI is a collaboration between brands

Enquire today

Contact us today to find out more about the CVI and how it can help your brand.