Customer Care | Lawrence van Rijn

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August 8, 2024 · 12:00

How to measure success?

That is the question is was facing today. It wasn’t about my success (or lack thereof). It was about the olympics. One member (a fellow Australian) was happy because we had two additional gold members over the United Kingdom. But there was something wrong with that train of thought. It was too American. Don’t get me wrong, as I see it it is great to have more golden medals, but in my old fashioned way of life (and thinking) it is weird that the runners up get to live. I must be going soft in my old age.

You see with Australia grasping a 14-12-9 achievement and the United Kingdom holding onto 12-15-19 at present this list could go into any direction. However, this got me thinking. How do you measure success? Don’t get me wrong the gold number are nice, yet it is not a true list of achievement, is it? I have been pondering this and my mind took me to the old 1,2,3 squared allocation. So Bronze counts as 1, Silver as 4 and gold as 9. Now we get to 183 for Australia and 187 for the United Kingdom. UK won by a nose-hair as jockeys tend to say. So is this actually fair? How can medals be universally set? I don’t think that a boxer will accept equal points to an equestrian, in support, the horse will not go along with that either. Still there is a need to give some level of equality especially as the best of the best of the best in any of these disciplines are competing, yet the simple set to look at the golden medals seems wrong (possibly Canadian Summer McIntosh might agree but she just got 3 golden and one silver medal), at 17 she got (as far as I know) a tied second place with a few others all with three golden medals in the French Olympics.

However I still ponder, is my formula the right one? It seems to be, but it might be my own shortsightedness to think so.

Still, the question remains, how do you measure success, and not just in sports. In the 90’s I was subject KRA’s (Key Result Areas) and I accepted them as I had no knowledge on how to measure success. Even in customer care and Technical Support these numbers (when applied to the field I was in) made perfect sense. At some point you need to consider what to measure and how to measure it. Medals are a finite point of achievement, customer care is a little bit more fluidic. So how to go about it? The Olympic medallist might have kicked this off, but my brain takes into all directions. So with one movie script under my belt (for assessment with Dubai Media) am I more successful in scripting then all my friends (both of them)? They are not in that field, so how to generalise some metrics? You see we can grab Z-scores but as far as I can see that is a near obsolete approach to matters (perhaps what the people call AI use this) and now we get to the next bit and why I used Summer McIntosh as an example. These were her first Olympics, so how could there be a Z-score of her and how would it be reliable (or relatable)? Previous competitions? These were her first olympics and even in global events the pressures are different.

And the field becomes even more complex, you see whatever they call these systems based on LLM’s and Deeper Machine Learning, it is either set by a programmer, or set by data and there the problem becomes a lot larger as both are used. Without proper verification and a number of constraints the equation becomes a GIGO rule (Garbage In Garbage Out).

I wonder how much some players consider success. Most will measure success by their ability to bring home the bonus funds. To some extent I accept that, but when you consider how they went about getting that success becomes a larger issue. In this I take the conceptual setting of Awareness versus Engagement in market research. Awareness could be shown how many impressions (or clicks) something gets, whilst engagement requires interaction with the solution. As I have always stated Engagement wins every time, but the large companies often herald views per thousand (or clicks as a secondary). So who get the price turkey at the end? Large Language Models with (Deeper) Machine Learning what some call a version of AI has issues and the world is waking up to Nvidia (not meant in a bad way). You see there is currently no AI, not yet anyway. What there is (the LLM and DML reference) is awesome and it can do great stuff, but it has issues like the legal sector recently saw. There is a lack of verification and that will be an issue in plenty of fields.

Have a successful day.

Dominoes

That is the game, well it is not THAT game exactly, but the expression should be noted with you all. When things go wrong (and at times that will happen) the events fall like domino stones. One starts the next and so on.

It is here that I found myself after seeing ‘Saudi Arabia Pumps Another $100M Into Aviation As It Targets 250 Destinations By 2030’ (at https://simpleflying.com/saudi-arabia-aviation-investment-december-2023/). You see, this is all connected to a much bigger frame. Gaming, the Line, the Cube, the winter sports and so on. They have put up and they have put up the better part of well over a trillion. But the customer care person in me (did that for well over two decades) is looking beyond the frame.

If there is one software company well versed in support and customer care than it is NICE CX software solutions. It is the most complete solution I have EVER seen and there is one hitch. It is Israeli. Now, that doesn’t make it a deal breaker, but it might require Saudi Arabia to make adjustments (like with any other software solution). It needs to become Arabic (it might already be) and it needs to cover several areas and there is a bigger hitch. It needs to survive and offer multiple settings towards deployment and customer service.

So why now?
The simple setting is that something that big will need time and testing. Adherence to a larger station a well as a larger setting in more fields. Hotels, locations, trade shows, events, airports and so on, that list will not stop for some time and setting this up will take well over a year. Beyond that the creation of a book of ceremonies to capture even more, include even more will have certain settings. Settings for telephone, fax (some still rely on that), internet, CAPI, CATI, form scanning and collecting and verifying data is a much larger issue than most realise and now it is in one hand, in one organisation. I reckon before we get to that setting places like Aramco and SAMI will see additional benefits as well. And if goes well, a lot of it will be complete by 2028, with 2 years of testing before the larger corporations like Saudi Airlines and hotels are connected to that solution.

Time is an awesome partner when you have this. When this is started in 2029 it will be too late and Saudi Arabia will be cleaning house and answering complaints for well over a year AFTER the solutions are deployed and in that case I always go with, being early is essential, especially with customer care issues. You can only make a first impression once. The rest becomes repair and catering to a howling mess of complaints and that never has ever gone well.

I am curious what could be done and when we get to connect these systems and see how we can serve the customer consider that any international visitor to the The Mukaab, that person flew there, that person is in a hotel and that person could be visiting Trojena as well. Three options to possibly fix something, or to make the visit of that person even more amazing and now multiply that by 100,000,000,000 visitors. Also consider that Riyadh Expo 2030 will be then. When you consider all this, is there any doubt that such a system will be required to keep events in line? There is a second issue. I doubt if Saudi Arabia ever faced events to this amount and to that amount of visitors ever before, but that could merely be me.

Enjoy the day, for most it is about to become Monday, I have completed that day already.

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How to measure success?

Dominoes

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