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  "Our Take"

(Past Editions by: Date, Title, Topic)

 
About "Our Take" 
"Our Take" is a collection of daily vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions, epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
 
 
7/6/06 - Not all Experiences Should Have the Same Metrics
I very much enjoyed reading an email from one reader that pointed out that while the same efficiency metric might apply to all customer interactions, the benchmark for acceptable performance may differ greatly depending on the type of customer request.
 
He said, "At our help desk we do not treat each desk the same. For example, password reset calls should be short and consistently performed. Complex, problem-solving calls can typically last much longer and should not be held to the password reset benchmarks."
 
That is the risk of measuring average efficiency metrics. It doesn't tell the whole story. In fact, some could argue that it tells no story at all. The reader added that, "Such measurements in the raw do not tell you much and can actually be dangerous and counterproductive." Do you agree?
 
Gary Lemke, Publisher
(Share your thoughts)
 

 
 

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