SAcsi in the Bigger Picture:
Organisations that wish to become customer-centric focus a lot on getting customer information at the point of interaction in real-time. However, organisations are often challenged with the ability to gain strategic insight from the vast amount of data collected. This, however, is the nature of real-time, transactional metrics; they are operational. Without having proprietary customer metrics in place that are customised to the organisation's business environment, such feedback cannot yield strategic insight. The secret lies in a holistic customer measurement structure where all the metrics feed into one another to provide insights that can be used for strategic decision-making.
Regard the adapted Data Pyramid Below:
The base of the pyramid represents transactional measures, which provide organisations with vast amounts of data from large samples. The strategic relevance of the data is minimal if organisations focus only on real-time measures. If, however, the real-time feedback data are linked to customised (proprietary) customer metrics (represented by the middle layer of the pyramid), then the outputs of such metrics are more strategic, and thus of far more value to the organisation. The samples of proprietary metrics are substantially smaller than those of transactional metrics, but the depth of insight gained is incomparable.
The top of the pyramid is national and international benchmarking, which is highly strategic in nature. The SA Customer Satisfaction Index caters for this need in the market. The samples of national benchmarking metrics are small but remain statistically sound, and the depth of insight, although not as deep as proprietary metrics, is the most strategic. An organisation that integrates their customer metrics accross all these tiers will gain an understanding of their customers unlike any other.