By Thomas J. Sweeny, ServiceXRG
It’s time to focus on relationship-based customer measurement, not just the transactional aspects of your software’s users.
If you inventory all the metrics used by your customer-facing organizations – marketing, sales, and service – you will find an impressive collection of data elements that describe how you interact with your customers. Marketing metrics describe the ability to reach and influence customers. Sales metrics provide insights into the time and efficiency to book revenue. Service metrics describe the volume, timeliness, and effectiveness of interacting with customers. Add to these the insights provided from customer satisfaction assessment efforts, and as an industry we have a lot of customer data. Yet, does this abundance of data tell software companies everything we need to know about how to engage customers in long-term, profitable relationships?