In a recent interview with McKinsey, Ahold CEO appears to back the idea we have built our business on, which is measuring outcomes with shoppers. And its about benchmarking….
“We’ve defined three promises—to be a better place to shop, a better place to work, and a better neighbor—with the simple overarching message that we should be “better every day.” For each of the three promises, we have a clear understanding of how we’re going to measure ourselves, both in “hard” key performance indicators and in perceptions. We’re looking not just at the real price difference between us and our competitors—say it’s 3 percent—but also at the customer’s perception of the price difference, which might be 7 percent. Or if we believe we are strong in fresh food, but the customer gives us an average rating of six on a scale of ten or three on a scale of five, then we would say we’re still not good enough.”