The main challenge with traditional performance metrics is their limited capability. They only capture snapshots of past performance or events.
Because of this, we may end up missing the relevance of evolving trends. Porter maintains that the most worthless feedback tool is a survey, which by nature attracts self-selecting consumers who tend to post good/bad extremes. So, how do we bring back humanity to our user tests?
For a deep-dive on customer journeys, check out this article: Are You Measuring Part or All The Customer Experience?
where Alan J. Porter talks about the importance of looking at customer-related metrics as part of an overall ecosystem.
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