Reinventing Retail

Chapter 8

You get what you measure

We have just talked about the importance of using customer feedback as the filter for our strategic choices. There is no point putting a new strategy in place if it doesn’t create products and service experiences that customers value.

Here’s a simple way of expressing that goal. We are trying to make sure that people enjoy being our customers so much that they choose to come back again and again, and even tell their friends how terrific we are.

The highest prize of the New Normal is engagement – becoming a business that people really want to associate with.

When switching between brands is easy and it is simple to compare prices and features, it matters more than ever that our brands stand out from the ...