Few companies have created systems for raw customer feedback to make its way up the chain of command to someone who can actually change the way things operate.
Customer Communication
How else can a company effectively measure its customer communications?
The ultimate measure of customer communication is sales. The trick is to find ways of tracking your communications against sales in a way that eliminates the effect of other factors.
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How do you measure the perception/behavioral changes as a result of communication?
Perceptions generally need to be quantified by a survey methodology administered to your key audiences. Behaviors are better measured by tracking outcomes.
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