Answer honestly, and you'll know whether to worry.

Not because of the questions. Because somewhere underneath, they already suspect what it'll say, and not knowing is more comfortable than knowing.

Which is the whole problem in one sentence, and it's why marketing has spent thirty years measuring everything except the thing that matters.

A score, and a score for each of the four areas, so you can see where the weakness actually sits rather than just that there is one.

Then the findings. Each one tied to a specific answer you gave, with the first thing I'd do about it.

Yours to keep, and yours to forward to whoever needs to see it.

It won't tell you what a customer costs you or what one's worth. That takes your actual figures and somebody from finance in the room.

This tells you whether that's worth doing. Plenty of businesses take it and find nothing much wrong, which is also an answer and a useful one.