Articles of Interest

This article is fundamentally about the danger of proxy metrics. Many organizations optimize what is easy to measure rather than what creates value. Response times, channel counts, average handling times, and outsourcing ratios become substitutes for understanding actual customer outcomes. McKinsey's findings reinforce a key systems-thinking principle: Local optimization often undermines system performance. The article demonstrates that customer experience emerges from the interaction of channels, processes, agents, technology, and organizational design rather than from isolated KPI targets. This is closely aligned with Idwell's Digital Operating Environment perspective, where outcomes result from system behavior rather than metric compliance