Metrics + Meaning = Magic

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Business metrics can index how well an organisation is performing and can be used over time to guide decisions on innovation, customer experience, marketing, sales…but often only display the "what", missing out on the "why" behind a specific issue. On the other hand a purely customer centred approach that allows to understand customer future needs and uncover their behaviour might not provide sufficient evidence. 
This is how a well balanced approach between the two can lead to solid and insightful results...

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