Business leaders—you know, the ones in the corner offices with the good views of the park—believe that in order for service and customer experience to be taken seriously as business concepts, they must be measured and quantified. But, while these things may have a few measurable components, they are much more about intangibles whose purpose is the building of long-term customer relationships. While service is about functionality and technical specifications, it is also, maybe more so, about aesthetics and customer perceptions. 

For decades, we have aspired to nail down and measure everything in business. We have been taught to applaud rationality and lack of emotion. We have been taught to only trust a number. But you can’t do that with humans. They cannot be and never should be reduced to numbers. 

Here’s an important note. Just because something can be measured doesn’t mean it matters, and just because it’s hard to measure does not mean it doesn’t matter.

Humans are messy, unpredictable, and hard to measure. If you’re a business leader and can get used to messy and unpredictable, you will stand out and be able to make a difference. And that messy difference will show up …in measurable results. 

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