The cafe owner thinks that what is most important is getting customers seated and served quickly.
Because she believes her customers simply value tidy lines and orders pushed through quickly, she creates standard systems and processes and KPIs.
She measures things that enable her staff to tick boxes and make them perform quickly.
The truth is people don’t visit her cafe in order to tell themselves a story about how they got fed quickly, for three times the cost of making a salad at home. When they want quick there is always McDonalds they can always go to.
Your metrics should be created around what is most important to your customer.
Is he looking for a shortcut, reassurance or connection and love?
Whatever it is you need to understand it and deliver it in truck loads.
Businesses and brands succeed when they deliver value based on customers wants, not the metrics of a well-oiled machine.
You can easily measure sales, profits, ROIs, targets, number on hits on your website, followers, likes, retweets, ratings and points.
What you measure matters, but what is hard to measure might matter more.
Love, caring, delight, mattering, remarkable, might be hard to measure but are equally if not more important.
I believe we need to change our thinking, we need to build our businesses around making a difference, doing work that matters, to help our customers not just to buy from us, but to love our brands because they believe in what we do.
Maybe we need to start measuring love in our businesses, how? I don’t know, but I know I want to go to a place where I feel appreciated, loved and listened to.