CUSTOMER QBR BRIEF
Customer and audience: [account, roles]
Quarter under review: [start and end dates]
Customer goal: [agreed outcome]

For every metric, provide:
- Definition and unit
- Eligible population or denominator
- Source and owner of the data
- Prior-period actual, current actual and agreed target
- Changes in scope or measurement

Separate:
- Observed results
- Customer feedback and its scope
- Possible explanations that still need evidence
- Proposed actions requiring agreement

Draft five slides: executive summary, performance against target,
interpretation, proposed actions, and next review.
Keep denominators, periods and qualifications visible.
Do not invent ROI, causal explanations, approvals or roadmap dates.
Label missing evidence rather than filling it with a claim.

FICTIONAL ADOPTION EXAMPLE
Period: Q2 2026 versus Q3 2026.
Same 200 eligible users in each quarter.
Active means a unique eligible user completing the core workflow at least once during that quarter.
Q2 active users: 120; adoption: 120 / 200 = 60%.
Q3 active users: 150; adoption: 150 / 200 = 75%.
Q3 target: 160 active users; adoption target: 80%.
Change: +30 active users and +15 percentage points.
Target gap: 10 active users and 5 percentage points.
Relative rate increase: (75 - 60) / 60 = 25%; this is not a 15% increase.

These figures do not establish ROI, productivity, causation, retention or customer satisfaction. Proposed actions require agreement from the responsible people.