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In defining Critical To Quality (CTQ) measures, your organization has stated what matters most to the customer experience. Precise, detailed data allows you to go directly to the CTQ measure that truly reflects how customers interact with your company, rather than using a series of proxy measures that attempt to approximate. Managing form the correct set of CTQ measures gives you better control and understanding, ultimately resulting in a much more controllable customer experience.
Deviations from the defined customer experience erode at the image you’ve worked to create. When and how often do we see behavior counter to the customer experience? What is driving this behavior? What is the likely impact to customer perception of your company? Gaining insights to these questions will allow you to control the image presented to your customer, as well as hone your definition of the customer experience to arrive at the optimal balance of cost/benefit.