Phil Gibson - Marketing | Building Brand Experience
Phil Gibson - Marketing | Building Brand Experience

Design Systems You Can Measure But.....

Metrics and tracking progress is important to everyone that touches a system but much like the elephant that is examined by the blind men, everyone that touches a process may do so from a different perspective.  If you ask a manager if they have interest in some metrics data, they will typically say yes.  Whether they will use this data and act on what they see is another matter.  Gather data that will be used.  Don't track everything because it will create overhead and it will slow down the progress with your actionable data.

 

Track the data that will help you measure and improve your systems from your customer's perspective.  You may have to do more than this for internal audiences but what really matters is the end customer's experience.  Measure and improve your performance in customer satisfaction.  If tracking more data adds time, frustration, or ruins your customer experience, don't do it.

 

Report or analysis data is part of your system operations.  Push this analysis out to your users.  Do not expect them to "discover" how to use your generic query process on some self service portal.  That is a recipe for failure.  Architect your reports, send them to your stakeholders, get feedback on how to make the data more actionable, improve the reports with their suggestions, send them again.  Rinse and repeat. 

 

We all have to stay in business but focus on delighting your customers and earning their respect and you will be successful.  Internal reporting is an enabler and is politically necessary but winning at the customer is what really matters.

 

 

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This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.

 

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