Good service doesn’t happen when you collect information in a drawer!
Measuring a blood pressure in itself does not improve health! If the result shows that health is out of order, then measuring again and again, even 20 times, will not change the health. This principle applies perfectly to customer service and sales communication. A lot of valuable information can be gained from Mystery Shopping or gathering customer feedback (CX), which can then be used to demonstrate either the implementation of service standards or the fulfilment of customer expectations. But, again, measuring in itself does not change the result!
