Why You Need to Measure Both Performance and Impact
If you capture feedback from your customers, odds are that you use some form of a performance scorecard to determine how well your company is doing at delivering a great customer experience. You probably also have competitive and industry benchmarks that you can reference to ensure that you're performing at the level of your peers. This is good . . . but it may not be enough. If you're not careful, you might actually allocate resources to the wrong areas of the business.