Afterword

Measuring Customer Experience—A Broader Impact and the Start of a Journey

When Peter Drucker died in 2005, he was widely regarded as one of the most profound thinkers about business and one of the creators of management as a formal discipline. Having witnessed almost a century of turmoil and change, from the rise of Hitler in his native Austria, to the ascendance of the corporation, to the prominence of the Internet, Drucker could assess the complex realities of his time and still find the simple truths that underlie our institutions. He once said, “The single most important thing to remember about any enterprise is that there are no results inside its four walls. The result of a business is a satisfied customer.” He added, with equal insight, “The quality of a service or product is not what you put into it. It is what the customer gets out of it.”

Drucker knew that customer satisfaction is the key to success for a company. His was knowledge gleaned from decades of observations of businesses and conversations with their leaders. Our assertions about customer satisfaction and the customer experience are based on the new science of analytics, of which WoMI and the Measurement Ecosystem are two recent examples. As the interactions between customers and businesses grow more complex and intricate, this new science will continue to evolve, producing better and more accurate ways to describe these situations and providing companies with the tools to better serve their customers. ...

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