Are you really measuring the right things?

Are you really measuring the right things?

Many businesses fall into the trap of measuring absolutely everything. After all, if you have lots of numbers you are bound to find something of significance. Really?

Little can be further from the truth. Measuring everything just ties up resources, costs a lot and distracts employees. So why do it? We think businesses do it because it feels like the right thing to do. ‘Doesn’t everyone else do the same?’ It’s a comfort blanket and the data provides fodder for pretty dashboards and executive reports.

But does it really help your business move forward? Does it tell you what is important to your customers? Not really.

In the end, it all boils down to measuring the right things. This might sound obvious, but it’s all too common for wrong things to be measured or that things are measured inconsistently. The net outcome is that wrong conclusions are made, and wrong things are allowed to dominate and influence business decisions.

So, what should you do?

Start by looking at what you are measuring, ask why you are measuring it, and see what is being done with the information. Then, turn your attention to your customers.

Look at their customer journey. What do they do, where do they encounter your brand, what are their expectations and experiences, what are the barriers, where do they experience the most pain?

Once you have identified these factors, establish how well you are performing against them. But don’t stop there. You now need to identify and learn the key drivers of positive and negative experience at each step of the journey. You need to really understand the relative importance of those drivers or attributes so that you know which ones are key.

When you have reached this point, you can now start to prioritise. But first, a word of caution. Assigning importance can be misleading. You can end up with targeting the most resources at the lowest scoring attribute. Instead, you should focus attention on factors where importance to the customer is highest, but their experience is poorest. It’s time to juggle these priorities. But it is also a good time to start ditching measures that aren’t important to customers. Why measure things that don’t matter to them?

By now, have reached the point where you are measuring the things that customers value most and have real impact on your business. Insight that will allow you to prioritise and act on factors that will make a real difference. More importantly, this will also help you avoid directing resources and budget at things that might seem important but in actual fact have little or no impact on the customer’s experience of your product or service. And, it also will help you stop measuring things for measurement’s sake.

Are you ready to reassess what you are measuring? If you would like help with optimising your customer experience programme please contact us.

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