Unraveling the Paradoxes of Customer Science: How Measuring and Rewarding Customer Experience Metrics Can Improve Outcomes

The Importance of Customer Science for CIOs

In today’s interconnected world, failing to meet or exceed customer expectations can have significant consequences. Organizations must navigate the paradoxes that come with customer science, such as the organizational paradox of not having someone in the enterprise with the authority to ensure every interaction meets or exceeds expectations, despite the common saying that “Customer is King.”

To resolve this paradox, Glenn Laverty, former president and CEO at Ricoh Canada, tied every employee’s compensation to customer experience/satisfaction metrics. This approach highlights the importance of measuring and rewarding certain behaviors in order to drive desired outcomes.

For example, at Boeing, production throughput compensation metrics were prioritized over safety considerations, leading to unintended consequences. By aligning everyone’s compensation with customer experience metrics in a calibrated and nuanced way, organizations can better understand and meet customer expectations.

Claes Fornell, founder of the American Customer Satisfaction Index, also points out the data paradox in customer science. Despite collecting vast amounts of customer data by organizations seem to know less about how to satisfy their customers. In order to truly understand and meet customer expectations, this disconnect between data collection and customer satisfaction needs to be addressed.

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