Chapter 10
MEASURE WHAT MATTERS
Metrics are becoming a vital part of doing business these days. In the past, some companies operated in a very passive and intuitive way, whereas today companies are much more metrics-driven as they strive to define their business progress in measurable terms. Customer-focused organizations measure their organizations in such a way that enables them to bring the whole business together around a common goal: growing the company through their customers. These organizations know the importance of understanding which programs are making an impact on business goals, as well as on customer relationships. They also recognize the need to measure success indications from the customer perspective. These include customer retention, customer loyalty, and evangelism—followed by increased revenues.
To achieve success in these areas, companies need to be able to measure how well they are handling the customer experience, as well as how they are performing against customer expectations. They need metrics that tell them what's happening during customer interactions, how customers feel about those interactions with the company, and what customers do as a result of their experiences.
Usually, there is no lack of data of this sort at most organizations. Rather, what's missing is the ability to use that data to gain insights that make a difference—or, as some would say, “move the needle” for the business. Good analytics can help produce actionable insights, and relevant ...
