The Forum's Customer Strategy & Planning conference speakers for 2021 are a wide variety of experts and professionals.
At first glance, customer metrics appear to be used far less frequently than planning metrics. However, this needs to be treated with caution. It highlights a broader issue with any form of survey-based benchmarking. The answers we get are shaped by who responds. In this case, the majority of respondents work in planning roles and are therefore more familiar with planning measures. This does not necessarily mean customer metrics are not being used. In some organisations, they may be measured but not shared widely across the operation.
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