The Four Stages
From "can they find you?" to "will they advocate for you?"
Reach
Can customers find you?
Connect
Do customers trust you?
Transform
Do customers take action?
Inspire
Do customers return and advocate?
Reach
Can customers find you?
Visibility is the first gate. If the right people can't discover you — in search, on the platforms they trust, in their communities — nothing downstream matters. Reach measures how findable and present you are.
Connect
Do customers trust you?
Attention is not trust. Connect looks at the quality of the relationship — reputation, sentiment, consistency, and the signals that tell a customer you're worth believing.
Transform
Do customers take action?
Trust has to convert. Transform measures whether interest becomes action — purchases, sign-ups, visits, commitments — and where that journey breaks down.
Inspire
Do customers return and advocate?
The most valuable customers come back — and bring others. Inspire measures loyalty, retention, and advocacy: the compounding return that most organizations under-invest in.
The Full Picture
One scorecard, four dimensions.
RCTI turns scattered signals into a single, readable scorecard — so leadership can see strengths, gaps, and priorities at a glance.
Score your organization against RCTI.
An MU360 engagement applies the RCTI framework to your own data — whether you operate a single location, a small group of stores, or a larger network — and shows you exactly where to focus next.