Client Blog

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Last year, Confero was honored as the 2024 U.S. Chamber CO—100 Top Small Business of
the Year and recognized as the Top Enduring Business. As we look toward October 7th,
when the 2025 winner will be announced, I’ll be there to cheer them on—and to reflect on
what “enduring” has meant for us.

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Companies often say they want customer, employee, or compliance insights. But the real 
question is—are you ready for what those insights may reveal?

Ever been asked to “give us a 10” on a customer survey?

It might seem harmless — but it’s actually a textbook case of Goodhart’s Law: When a measure becomes a target, it stops being a good measure.

When employees coach customers on how to answer surveys, the data stops reflecting reality. Real service gaps get hidden, trust is lost, and leaders miss the insights they need to improve.

If your business relies on survey scores, this is a must-read. The numbers might look good, but what’s really happening with your customers?

#MysteryShopping #CustomerExperience #CXResearch #GoodhartsLaw #CustomerFeedback #CX

Every digital interaction—from websites to kiosks to delivery apps—is a form of customer service. But tech alone isn’t enough. It must be supported by empathetic human intervention, seamless processes, and integrated third-party systems. 

Curious how this plays out across your customer journey? Read our latest post and discover how we test and perfect the human‑tech balance. 

Companies use mystery shopping, IVR and web surveys and other measures of customer experience in an effort to increase customer satisfaction, which will hopefully turn into customer loyalty.  If your company is considering starting a customer experience measurement program (or if you are already using one) it may be helpful to calculate what the potential return on investment may be.