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| Most finance executives are planning further investments in customer-centric technologies, but how do they plan to measure the results? |
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Dave Cook,
CFO.com | US
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| May 01, 2003 |
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Customer satisfaction is the clear winner among nonfinancial metrics, and its overwhelming importance relative to ROI is the main factor behind many companies' reliance on nonfinancial metrics in general. However, customer satisfaction is notoriously difficult to measure. Unless a company measures satisfaction in all the areas that are important to their most valuable customers, they may miss critical changes in the attitudes and needs of these customers.
Question #5 And finally, true or false: Compared with the IT executives we surveyed, the finance executives have a much more conservative view of how successfully they're implemented customer-centric technology.
See the answer Return to beginning of quiz
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