Recognize the unmeasurables

Check out this article by Jim Barnes on CustomerThink. I would guess that the article will strike a chord in most customer focus practitioners. My takeaways from the article –

  • We need some way to measure, capture and observe the softer elements of performance, those that involve how well employees interact with customers and how they influence the quality of the customer experience.
  • Organizations will increasingly have to ask: What kind of performance drives loyalty and positive customer relationships? And how do we encourage such performance?
  • Customer-tracking research and feedback must include questions that tap into how friendly, helpful and understanding employees are in dealing with customers; how they do at making customers feel comfortable and listened to; how well they instill trust and confidence in our brand, how well they diffuse confrontational situations, and over all how they make customers feel toward the company.