It’s the greatest truth of our age: “Information is not knowledge,” says author Caleb Carr.
It’s a sentiment befitting today’s digital era, where data is inherently collected and made readily available at any given moment. But when it comes to measuring and using that data effectively, many companies are at a loss as to why certain metrics matter, and what purpose they serve.
Metrics are completely useless if you don’t know how to interpret them, or why you have them. This is especially true in the dog-eat-dog world of customer support where seconds can mean the difference between crippling churn, and high lifetime value.