An instrument for measuring and presenting customer impressions of a company uses weighted response values of survey questions to develop a customer experience score and a customer interaction score. The two scores are added to produce a composite score. The three scores for a company may be presented with other score sets for other companies to provide a simple and consistent comparison of companies. When different businesses or even different industries have different customer experiences and interactions, weighting of response values can be adjusted to more accurately reflect the importance of that factor on the overall customer experience, which models customer satisfaction.