True closed-loop feedback unlocks opportunities to improve individual customer relationships in addition to measuring versus the competition.
Another company -- one I respect a great deal -- recently fell into this same trap. 1-800-GOT-JUNK's CEO was quoted by Fox Business reporter Nancy Colasurdo as saying:
“Our score right now is 80, which is greater than Apple (AAPL), Amazon (AMZN), and greater than some other companies that we dwarf in comparison to,” Scudamore said. “And we’re proud of that.”
Of course, he's comparing "Apples" to "Junk" -- top-down Net Promoter Scores collected by Satmetrix in a piece of double-blind market research versus bottom-up scores collected from his own customers. Oh well.
For the full text, see the article: No 'Junk' in This CEO's Philosophy