Why your customers may not see things the way you do

Are your customers experiencing something completely different from what your indicators tell you they are experiencing? Probably. Suppose a retail company with branches of different sizes measured some aspect of customer service in each of its branches, say wait times.  Will the average wait time be a good representation of the average customer’s experience? Take [...]

Moneyball shows that you should challenge thinking about KPIs

Business writers often speak of “measures that drive future performance.” The trick is figuring out what measures those are. Doctors have been measuring their patients since the Italian doctor Santorio Santorio invented a scale for the Galileo thermometer in 1612.  But patients can (and do) die soon after they get a clean bill of health, [...]