MIT Sloan Management Review Article on #MITSMRChat: Rethink Your KPIs and Target Your Customers More Effectively

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Our recent cross-industry global survey and research report, “Leading With Next-Generation Key Performance Indicators,” strongly suggests that KPIs are becoming analog relics. The most sophisticated and successful organizations that responded to our survey are actively rethinking the role and purpose of their KPIs. C-suite leaders we interviewed say that KPIs measuring customer satisfaction or loyalty aren’t good enough anymore. Instead, they want a single, integrated view of target customers that looks beyond sales-funnel conversions to turn customers into brand advocates.