Many companies do not identify and act on the correct non-financial measures. One of the four major mistakes that companies make is ________.

Measuring incorrectly is a significant mistake that companies often make when it comes to non-financial measures. This mistake can manifest in various ways, such as using inappropriate measurement tools, collecting irrelevant data, or interpreting results without the proper context. When companies fail to measure correctly, they can miss critical insights that could inform their strategic decisions.

For instance, if a company focuses on metrics that do not align with its strategic goals or fail to account for qualitative factors, it can lead to misguided efforts that do not improve overall performance. Accurate measurement is essential to ensure that the data collected reflects the true performance and behavior of the business. By prioritizing the right measures and ensuring they are accurately captured, companies can better understand customer satisfaction, employee engagement, and other vital non-financial aspects that contribute to long-term success.

In the context of the other options, not using enough metrics may suggest that companies fail to capture a comprehensive view of their performance, but having too few metrics can be remedied by incorporating a broader range of measures. Focusing on customer feedback is essential to understanding customer needs and satisfaction, which is generally a positive practice rather than a mistake. Prioritizing quantitative data, while valuable, can lead organizations to overlook equally important qualitative data; however,