CRI · Customer Relationship Index
Know which accounts are quietly drifting before it costs you.
CRI tells you how healthy your most important client relationships really are, before you find out the hard way.
The problem
The silent drift problem.
Accounts look fine on the surface. Underneath, trust thins and strategic value erodes. By the time it shows up in the numbers, the damage is done.
Service still delivered
Tickets close. SLAs met. The internal read looks healthy.
No one complaining
No escalations. Polite meetings. The relationship feels familiar.
Relationship quietly eroding
Trust thins. Strategic relevance fades. Growth permission withdrawn.
What is CRI
A relationship health platform built on real evidence.
CRI is built on the back of Pursuit's Voice of the Customer work. It starts with a full relationship audit: confidential, human-led interviews with both the client and the account team, surfacing the real friction behind the numbers. That evidence becomes a Customer Charter, brought to life in a joint workshop with decision-makers from both sides. Once the audit is complete, CRI takes over as a continuous, silent version of the same process. Like a family doctor monitoring a patient's health, it checks in on your most important accounts so protection isn't limited to a once-a-year review.
The audit
Confidential, human-led interviews with both sides surface the real friction behind the numbers.
The charter
Evidence becomes a shared north star, brought to life in a joint workshop.
Continuous CRI
Your teams run new interview waves whenever they choose. Each wave generates a fresh relationship score.
Action
When a score dips, CRI surfaces the evidence and recommends specific, owned, dated actions.
The four pillars it measures
Credibility
Do they believe in us?
Reliability
Do we consistently deliver?
Embeddedness
Are we part of how they operate?
Strategic Permission
Are we invited into their future?
How it works
From audit to early warning in four steps.
Collect signals
Confidential interviews with the client and your account team, led by a human interviewer.
Build the charter
Evidence becomes a Customer Charter, agreed in a joint workshop with real decision-makers.
Score continuously
New interview waves run when you choose. Each wave refreshes the CRI score across four pillars.
Trigger action
A dip surfaces evidence and recommends specific actions, rather than leaving you to interpret a number alone.
Who this is for
Built for the relationships that shape your revenue.
For
- Strategic accounts with complex stakeholder maps
- Renewal risk and pipeline protection
- PE portfolios needing a relationship health layer
- Complex enterprise partnerships where trust is the currency
Not for
- Transactional survey programmes
- Generic CSAT dashboards
DHL NPS recovered 46 points in 6 weeks after CRI flagged structural drift.
Active regions: Asia, the UK and Europe.
Trusted by enterprises across the Americas, Europe & Asia
Questions
What teams usually ask.
Get the conversation started
Your most important accounts deserve more than a score.
The first call is a mutual-fit conversation. 30 minutes, no pitch.
About the founder
Kelvin Downer
Kelvin has spent 25+ years in enterprise relationships across telecoms and financial services, leading global account teams, navigating complex stakeholder landscapes, and protecting revenue at scale.
Through In Pursuit of Better, he builds customer charters, runs C-suite workshops, and creates the systems that help leadership teams know the truth about their most important accounts before problems. CRI is the product of that experience, a way to make relationship health visible, scored, and actionable.