Examining “The quantified customer”

Accounting has not escaped The Customer's influence in contemporary organizations. Calls have been made for a quantitative knowledge that installs a new calculable space in the name of The Customer. In an organizational setting, a UK sudsidiary of Unilever, the paper traces first the introduction of this quantitative knowledge. The paper examines the order of “The Quantified Customer”, its effects on organizational action, and its disciplinary implications. But this enquiry also uncovers a rival knowledge of The Customer. The resistant local knowledge is mobilized against the new calculable space—changing the trajectory of events.