Google+ Consumer Psyche: Don’t Just Collect Data; Create Value

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Sunday, May 5, 2013

Don’t Just Collect Data; Create Value

Ron's article on Service  Metrics. Read on...

The purpose of this building block is to drive new actions that create and deliver greater service value. This purpose is perfectly aligned with our definition of service as taking action to create value for someone else.

Your actions can generate positive results in many different areas: performance, profitability, market share, reputation, customer loyalty, employee engagement, and more. Understanding the data can help you track progress, identify trends, and provide a baseline for future improvement. The right measures will also help you catch problems early and avoid pitfalls before they happen.

Service Measures and Metrics are most effective when they help you prioritize what’s most important. What new commitments should you make? What new actions should you take? What can you do next, or do right now, to increase satisfaction, secure future business, or generate greater loyalty for your organization? If your current measures and methods of reporting do not achieve these goals, then it is time to review and revise.

Don’t let your Service Measures and Metrics become disconnected from the practical levers of power. Collecting data and crunching numbers can easily become a separate function or a department, fueled by the urge to gather even more data and encouraged by the suppliers of surveys, facilitators of focus groups, and purveyors of mystery shopping. I am not against any of these practices; they all have their time, place, and function—so long as they lead you to new action.
Make sure the people on your team know what you are measuring and why. Be sure they understand which numbers you are tracking, and which needle you want them to move every day.
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