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Costs

Safety is a difficult issue for an airline. Although the ultimate goal is to spend as much money as necessary to ensure the safety of the passengers, there is a break point on the expenditure curve where it becomes uneconomical to invest any more money. The same applies to the investment in the measurement process. Clearly you, the client and the consumer all need to have a clear appreciation of the impact and value of the change. But there is a cost associated with any measurement process. At some point you will need to agree with the client when it becomes uneconomical to measure.

Consider the implementation of a customer service-training programme within a large organization. While the client might wish to undertake a full measurement and evaluation process to confirm that the engagement has worked, there is a downside: the cost of developing the confirmation system; the cost of taking people away from dealing with customers; and the potential cultural corruption that is incurred as people play games with their responses. The alternative view might be that if the programme has worked, then any change will be apparent in the way customers are dealt with - so why bother with a grand confirmation process? Neither argument is right, but the client must understand the two extremes in order to develop an appropriate and cost-effective confirmation process.


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