Companies sometimes aim too high in setting improvement targets for nonfinancial measures of performance. Managers tend to make mistakes in this area by assuming:
A. The improvement of non-financial measures leads to offensive marketing
B. Qualitative metrics are more telling than quantitative metrics
C. 100 percent customer satisfaction is the only important goal
D. Statistical reliability and statistical validity are always important
E. Leading and lagging variables do not influence time utility
Answer: C
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