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Hi Manik, Very important question for service sector professionals. Here is my answer - Anything that needs improvement should be measured first. If something is critical, you can surely find methods to measure it. In service sector - Dissatisfaction is measured by poor referral, poor repeat sales, or loss of customers. Employee motivation is measured by absenteeism, productivity, attrition. Success of social activity is measured by number of posts, new friends and "likes" Taste of liquor is measured by scores given by experts (with their tongue as measuring device) Quality of service is measured through carefully designed feedback forms. Success of schemes is measured by increase in sales. Success of email campaign is measured by clicks. Success of outbound sales is measured by various conversion rates - cold contact to leads, leads to hot leads, hot leads to accounts, accounts to up-sell I presume you got the idea. Let us play a game - I suggest you and other viewers to challenge the creativity/ingenuity of this community by providing situations where measures are tough to devise.