Guthrie Widman's Profile

With the field of 'customer experience' gaining growing prominence, it's no surprise to learn that firms are increasingly looking to apply metrics to 'experiential' aspects. But with so many firms running on ‘command and control' metrics, this doesn't necessarily mean that companies are any better at delivering the experience to their customers that their brand values demand. Indeed, with it could be argued that in many cases the result has simply been that they only deliver what they measure. And without input from – and empowerment of – those employees 'at the coal face', the firm may not even be looking at the most appropriate metrics.