Want to know when your service is broken? Run this five-letter acronym audit.

A for Analyse. Many organisations don’t really take the time to analyse, using data, what’s actually going on in their customer base.

Then take the time to unpack it. Think, hypothesise, benchmark, and read about what other organisations could be doing and where technology is taking you.

Determine what the future state of your organisation needs to look like and identify how to get there.

Here’s perhaps the most important one: T for Truth. Because many organisations don’t do that.

So, what you don’t need is more assumptions when we’ve got all that data out there. But you do need a sharper lens.