Customers “Get” What You Measure
“You get what you measure”, is among the oldest sayings in business.
Unfortunately, numerous traditional measures undermine the customer experience.
However, in this era of new customer experience tools, many of the measures that are possible have changed.
We think that a lot more is possible. Why? The majority of businesses we work with have embraced post interaction surveys and NPS measurement.
The advent of email, IVR and SMS surveys has meant that the potential quantity and use of direct customer feedback provides far greater potential to measure the customer experience.