Cannot measure does not mean cannot manage

Measurement can be used to inform you about how a process is performing without it becoming your source of quality.

There are many vital services performed by measurement and we should not fall into the trap of believing that if we cannot measure something we cannot manage it.

Several years ago, I was driving a Chrysler vehicle and its transmission failed at 50,000 miles. The auto maker did not stand behind their vehicle, forcing me to pay for all repairs. I gladly told other drivers who asked, "How do you like your vehicle?" about my experience. I also have told every participant in every Voice of the Customer course I've taught about the poor way that Chrysler managed their relationship with me. Can Chrysler measure the cost of one dissatisfied customer? Probably not, but they certainly should want to manage that cost.

I have purchased several vehicles since that experience and have never once considered buying another Chrysler product. My guess is that those Chrysler managers who were managing the interaction with me chose to manage what they could measure and ignore what they could not measure.