Measuring outcome not content.

It is true that drafters of legal documents in the U.K., called scriveners, were once paid by the word, as opposed to assignment.

This, of course, encouraged the use of needless boilerplate and verbiage to rack up a high word count.

This hasn't been the case in some time but it made me think that what we measure drives behaviour?

Take marketing for example.

If we are measured on the number of responses or open rate of emails, surely it will mean we send more emails?

And if we measure our marketing effectiveness on the number of specific products we sell online then surely we will just keep blasting out large numbers of offers - to the same audience?

Sound familiar?

And worst of all, if we measure our marketing effectiveness by reach or the number of click throughs on a piece of content, then surely we will just bombard the internet with more?

A bit like the scriveners of the 19th Century, less is certainly more.

Why don't we instead measure the effectiveness of how well we engage with customers through metrics such as life time value, sales growth over a given period, retention and NPS.

And why don't we use customer intent and 'last second' behaviour to determine what the right next best conversation should be - every time a customer contacts us or we want to contact them?

It sounds easy and it is when you implement a mixture of real time interaction management (RTIM) and customer journey orchestration (CJO).

Simply, it means using data and insights to engage with the right customers, at the right time, with the perfect message to drive growth, customer advocacy and retention.

It requires the first step, which is to engage your customers like your mom talks to you - always relevant, always listening and always says the right thing at the right time.

2nd step - watch this video :)