In the business world, the strength of a metric lies in — not only how accurate it is — but also the extent to which it helps drives change and action. The world of customer experience is no exception, where the metrics discussion has become a tried and true pastime.
But there is no perfect metric. So instead of endlessly searching for one, we should start by considering the circumstances affecting our business, and the goals we want to achieve. Once we’re armed with that perspective, we can make an informed choice about which metrics to use, and make sure the metrics themselves are not getting in our way.
This was highlighted by a recent discovery made by our research team when we were asked the question:
From a statistical standpoint, which will do a better job of revealing insights: a mean score, NPS or Top2Box?
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