Measure & Correct

In the final stage, the speed, consistency, and effectiveness of the response is measured, and any necessary corrective actions are taken to improve the responsiveness of the organization.

Best Practice: Report Cards

Competitive response benchmarks enable tracking against agreed-upon milestones and standards of performance. Benchmarks contain readily understood measures of actual performance across all dimensions of speed, consistency, and effectiveness. They also show which dimensions of competitive responsiveness are company strengths and which areas need improvement.

Competitive response benchmarks must be tailored to business functions. For example, the marketing team may want to determine how well operational contact centers execute a new product rollout. Scorecards based on calls to contact centers allow marketing to evaluate its competitive response. These "market pulses" allow for measurement and tracking of the contact centers' competitive responsiveness over time and at different locations.