Category Archives: Marketing
Community/environmental satisfaction index
Definition:
Degree to which stakeholders from the environment are satisfied with the company, or a specific component of the company (e.g. Social responsibility). Measured with external survey
Calculation:
Happy stakeholders (predefined grade) / all responding stakeholders) * 100%
This KPI is measured as: Index
Interpretation of results: Higher Is Better
Strategic objective:
Working well with the community and environment
Degree to which stakeholders from the environment are satisfied with the company, or a specific component of the company (e.g. Social responsibility). Measured with external survey
Calculation:
Happy stakeholders (predefined grade) / all responding stakeholders) * 100%
This KPI is measured as: Index
Interpretation of results: Higher Is Better
Strategic objective:
Working well with the community and environment
Complaints not resolved on first call
Definition:
Number or percentage of complaints that have not been resolved after the first call of the complaining customer. This is a measure for the effectiveness and knowledge of the call agents. It is important to make sure that complaints that are registered as resolved are really resolved, best accorded by the customer.
Calculation:
Sum of unsolved complaints that is not resolved after the first call
This KPI is measured as: Number (amount Of Units, Rating, Etc)
Interpretation of results: Lower Is Better
Strategic objective:
Retention of customers/minimize negative comment in the marketplace
Number or percentage of complaints that have not been resolved after the first call of the complaining customer. This is a measure for the effectiveness and knowledge of the call agents. It is important to make sure that complaints that are registered as resolved are really resolved, best accorded by the customer.
Calculation:
Sum of unsolved complaints that is not resolved after the first call
This KPI is measured as: Number (amount Of Units, Rating, Etc)
Interpretation of results: Lower Is Better
Strategic objective:
Retention of customers/minimize negative comment in the marketplace
Key customer satisfaction
Definition:
Satisfaction score of the most important customers. This has to be defined in more detail: highest profitable, highest sales, strategically, etc.
Calculation:
Average of satisfaction scores of key customers
This KPI is measured as: Number (amount Of Units, Rating, Etc)
Interpretation of results: Higher Is Better
Strategic objective:
Retention of customers/increase sales
Satisfaction score of the most important customers. This has to be defined in more detail: highest profitable, highest sales, strategically, etc.
Calculation:
Average of satisfaction scores of key customers
This KPI is measured as: Number (amount Of Units, Rating, Etc)
Interpretation of results: Higher Is Better
Strategic objective:
Retention of customers/increase sales
Calls answered first time
Definition:
Number or percentage of calls that has been answered by the first line, not having to be transferred to another party (second serviceline).
Calculation:
(Number of calls answered at first line / total number of calls) * 100%
This KPI is measured as: Percentage (%)
Interpretation of results: Higher Is Better
Strategic objective:
Efficient operations
Number or percentage of calls that has been answered by the first line, not having to be transferred to another party (second serviceline).
Calculation:
(Number of calls answered at first line / total number of calls) * 100%
This KPI is measured as: Percentage (%)
Interpretation of results: Higher Is Better
Strategic objective:
Efficient operations
Waiting time
Definition:
The average time a client has to wait for its call to be answered by an employee. It is important to determine goals
Calculation:
Sum of the waiting time of all calls in the defined period / number of calls in that period
This KPI is measured as: Time (e.g. Years, Minutes)
Interpretation of results: Lower Is Better
Strategic objective:
Minimize negative comment in the marketplace
The average time a client has to wait for its call to be answered by an employee. It is important to determine goals
Calculation:
Sum of the waiting time of all calls in the defined period / number of calls in that period
This KPI is measured as: Time (e.g. Years, Minutes)
Interpretation of results: Lower Is Better
Strategic objective:
Minimize negative comment in the marketplace
Complaints not resolved within target time
Definition:
Total number of complaints that has not been solved within the targeted time.
Calculation:
Sum of unsolved complaints within given target time
This KPI is measured as: Number (amount Of Units, Rating, Etc)
Interpretation of results: Lower Is Better
Strategic objective:
Retention of customers/minimize negative comment in the marketplace
Total number of complaints that has not been solved within the targeted time.
Calculation:
Sum of unsolved complaints within given target time
This KPI is measured as: Number (amount Of Units, Rating, Etc)
Interpretation of results: Lower Is Better
Strategic objective:
Retention of customers/minimize negative comment in the marketplace
Abandon rate—caller gives up
Definition:
Number or percentage of callers to your service related telephone number that gives up before speaking one of the organizations' employees. A possible reason is a high average waiting time.
Calculation:
(Number of callers giving up bevore speaking to an employee / total number of callers) * 100%
This KPI is measured as: Percentage (%)
Interpretation of results: Lower Is Better
Strategic objective:
Minimize negative comment in the marketplace
Number or percentage of callers to your service related telephone number that gives up before speaking one of the organizations' employees. A possible reason is a high average waiting time.
Calculation:
(Number of callers giving up bevore speaking to an employee / total number of callers) * 100%
This KPI is measured as: Percentage (%)
Interpretation of results: Lower Is Better
Strategic objective:
Minimize negative comment in the marketplace
Customer satisfaction of top 10% of customers
Definition:
Average customer satisfaction specific for the top 10% of customers. Top 10 needs to be defined (eg. sales, profit)
Calculation:
Average of scores
This KPI is measured as: Number (amount Of Units, Rating, Etc)
Interpretation of results: Higher Is Better
Strategic objective:
Increase profitability
Average customer satisfaction specific for the top 10% of customers. Top 10 needs to be defined (eg. sales, profit)
Calculation:
Average of scores
This KPI is measured as: Number (amount Of Units, Rating, Etc)
Interpretation of results: Higher Is Better
Strategic objective:
Increase profitability
Number of customer referrals
Definition:
Number of potential (customers) that have been referred to the organization by a certain predefined third party, e.g. clients or suppliers.
Calculation:
Sum of referrals
This KPI is measured as: Number (amount Of Units, Rating, Etc)
Interpretation of results: Higher Is Better
Strategic objective:
Increase profitability
Number of potential (customers) that have been referred to the organization by a certain predefined third party, e.g. clients or suppliers.
Calculation:
Sum of referrals
This KPI is measured as: Number (amount Of Units, Rating, Etc)
Interpretation of results: Higher Is Better
Strategic objective:
Increase profitability
Customer loyalty index
Definition:
Percentage of customer retention within customer categories. Retention means there is at least a second deal after the first one. 100% means all customers within the category did business with the company more than once. Loyalty can be specified in other ways, according to the type of business or the organisational goals. IE: the numer of customers that places an order every quarter.
Calculation:
Customers within the category with at least a second order / all customers within the category) * 100%
This KPI is measured as: Index
Interpretation of results: Higher Is Better
Strategic objective:
Long-term relationship with profitable customers
Percentage of customer retention within customer categories. Retention means there is at least a second deal after the first one. 100% means all customers within the category did business with the company more than once. Loyalty can be specified in other ways, according to the type of business or the organisational goals. IE: the numer of customers that places an order every quarter.
Calculation:
Customers within the category with at least a second order / all customers within the category) * 100%
This KPI is measured as: Index
Interpretation of results: Higher Is Better
Strategic objective:
Long-term relationship with profitable customers
