15
Measure and
Manage from the
Customer’s
Point of View
The four most important words in service quality are:
measure, measure, measure, and measure.
—Ken Dagley
President, Australian Customer
Service Association
Regardless of the business you are in and the size of your op-
eration, measure you must! A commitment to service quality
without a commitment to standards and measurement is a
dedication to lip service, not customer service. Standards and
measurement are critical to the smooth functioning—and im-
provement—of your service delivery system. While measure-
ments come in many forms and serve different purposes, all
share the same goal—creating a trusted guidance system for
managers’ decision making.
A common denominator among companies with reputa-
tions ...