CRI · Customer Relationship Index
Know why your biggest accounts stay, before you find out why they leave.
CRI tells you how healthy your most important client relationships really are, before you find out the hard way.
The problem
Your biggest clients carry the business. But nothing measures if the relationship is healthy.
~80%
of B2B revenue sits with the top ~20% of accounts.
Why existing tools don't answer this
NPS
One blended score, hides how much stakeholders actually disagree.
CRM
Tracks pipeline, not sentiment.
Customer voice
Scattered across emails and QBRs, easy to miss.
What is CRI
A relationship health platform built on real evidence.
CRI turns Pursuit's Voice of the Customer work into a continuous health check for your most important accounts — like a family doctor, not a yearly physical.
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
Five stages. One relationship, properly understood.
- 1
Voice of the Customer
Independent interviews. 6–8 weeks.
- 2
The Charter
Findings become shared commitments.
- 3
Joint Workshop
Brought to life, together.
- 4
CRI Deployed
A live score, maintained continuously.
- 5
Annual Re-audit
A lighter VoC, to re-check and refresh.
Stages 1–3 happen once, to set the foundation. Stage 4 runs continuously. Stage 5 repeats every year.
Stage 1 · Voice of the Customer
Structured, independent interviews with the people who actually run the relationship, around 45 minutes each. Not a questionnaire, a real conversation built around this account. Run by In Pursuit of Better under Chatham House Rule, typically 6–8 weeks. GDPR-compliant throughout.
Stage 2 · The Charter
VoC evidence is distilled into a draft Charter: the specific commitments that would make the biggest difference to this relationship, written in the client's own words, not a generic template. Every commitment traces back to something a real stakeholder actually said.
Stage 3 · Joint Workshop
The draft Charter is brought to life in a joint workshop, with both organisations in the room. This is where it stops being a report and becomes something both sides helped build, and both sides are willing to be held to.
Stage 4 · CRI Deployed
Deployed for your team through a short remote onboarding workshop, then it runs continuously: Ask — adapts each wave to the account's own history. Score — against a consistent evidence-based rubric. Act — a refreshed score and a ranked list of the actions that will move it next.
Stage 5 · Annual Re-audit
A lighter version of the original Voice of the Customer, re-run once a year to confirm what's held, flag what's shifted, and keep the Charter honest. Same independence. Same Chatham House Rule. Same evidence-based rigour, just a shorter cycle.
- Confirms what's held
- Flags what's shifted
- Resets the baseline for every wave that follows.
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
Trusted by enterprises across the Americas, Europe & Asia
Questions
What teams usually ask.
Team
Built by the people who run it end to end.
Kelvin Downer
Co-Founder & CEO
Brings in the senior client relationships and manages them across industries, setting the strategic direction, methodology and commercial approach behind every engagement. Founder of In Pursuit of Better.
kelvin.downer@pursuitcomms.comMark Angelevich
Co-Founder & CTO
Built the CRI platform end-to-end and runs the live deployments, from the adaptive interview engine to rubric scoring, certificates and portfolio analytics.
mark.angle@pursuitcomms.comJames Ros
Account Director
A vital presence across every Voice of the Customer programme: conducts the interviews, shapes the Charter, facilitates the joint workshop, onboards client teams onto CRI, and supports the annual re-audit.
james.ros@pursuitcomms.comBook a 20-minute session, see the platform live.
Ask about our discounted pilot programme for new clients.