Over the last few years, I have heard a lot of definitions and interpretation to one of the most used (or I would say Abused) mantra in BI: “KPI” or “Key Performance Indicators”. Everybody uses this term to their own interpretation and advantage. Be it customer or consultant, it is very easy to play with the scope of a project using this term KPI.
Having been on the receiving end as a professional consultant for so many years, I finally thought of putting together a reasonable meaning of this terms “KPI”. As they help show the progress (or lack of it) toward realizing the firm’s objectives or strategic plans by monitoring activities which (if not properly performed) would likely cause severe losses or outright failure.
Some of the most common definitions that I find on the internet are:
- A quantifiable measurement that can be used to track the progress in achieving important goals within a company.
- Key Performance Indicators are the goals or targets set by an entity in their strategic plan. Also known as KRAs (Key Result Areas).
- Key Performance Indicators – Measurements that represent the status of an operational area and progress made to reach operational objectives.
- A measure (quantitative or qualitative) that enables the overall delivery of a service to be assessed by both business and IT representatives.
- A short list of important financial or operational metrics that provide a measurement for results.
If I could comment, all of the above definitions are correct but still not conclusive on what a KPI should be. I then went on reading more articles and found very interesting facts and indeed good explanation that I could chew upon and my brain cells actually started absorbing them.
A company must establish its strategic and operational goals and then choose the KPIs which best reflect those goals. For example, if a software company’s goal is to have the fastest growth in its industry, its main performance indicator may be the measure of revenue growth year-on-year.
Every business would have few (or many) KPIs, but Whatever KPIs are selected, they must reflect the organization’s business strategy and Goals. They must be the key to its success, and should be quantifiable (measurable). KPIs usually are long-term considerations, and the definition of what they are and how they are measured do not change often. However, the goals for a particular KPI may change as the organization’s goals change, or as it gets closer to achieving a goal.
Key Performance Indicators Reflect The Organizational Goals
As mentioned above the KPIs should (and MUST) reflect an organization’s business strategy and its short term and long term goals.
An organization that has as one of its goals “to be the most profitable company in our industry” will have Key Performance Indicators that measure profit and related fiscal measures. “Pre-tax Profit” and “Shareholder Equity” will be among them. However, “Percent of Profit Contributed to Community Causes” probably will not be one of its Key Performance Indicators. On the other hand, an educational institution is not concerned with making profit, so its Key Performance Indicators will be different like “Graduation Rate” and “Success in finding employment after graduation” and these accurately reflect the institution’s mission and goals.
The act of monitoring KPIs in real-time is known as business activity monitoring (BAM). KPIs are typically tied to an organization’s strategy using concepts or techniques such as the Balanced Scorecard.
KPIs should not be confused with a Critical Success Factor. For the example above, a critical success factor would be something that needs to be in place to achieve that objective; for example, an attractive new product.
A KPI can follow the SMART criteria. This means the measure has a Specific purpose for the business, it is Measurable to really get a value of the KPI, the defined norms have to be Achievable, the KPI has to be Relevant to measure (and thereby to manage) and it must be Time phased, which means the value or outcomes are shown for a predefined and relevant period.
Key Performance Indicators Must Be Quantifiable
If a KPI is going to be of any value, there must be a way to accurately define and measure it. “Generate More Repeat Customers” is useless as a KPI without some way to distinguish between new and repeat customers. “Be The Most Popular Company” won’t work as a KPI because there is no way to measure the company’s popularity or compare it to others.
It is also important to define the Key Performance Indicators and stay with the same definition from year to year. For a KPI of “Increase Sales”, you need to address considerations like whether to measure by units sold or by dollar value of sales. Will returns be deducted from sales in the month of the sale or the month of the return? Will sales be recorded for the KPI at list price or at the actual sales price?
Good Key Performance Indicators vs. Bad
Bad:
- Title of KPI: Increase Sales
- Defined: Change in Sales volume from month to month
- Measured: Total of Sales By Region for all region
- Target: Increase each month
What’s missing? Does this measure increases in sales volume by dollars or units? If by dollars, does it measure list price or sales price? Are returns considered and if so do the appear as an adjustment to the KPI for the month of the sale or are they counted in the month the return happens? How do we make sure each sales office’s volume numbers are counted in one region, i.e. that none are skipped or double counted? How much, by percentage or dollars or units, do we want to increase sales volumes each month?
Good:
- Title of KPI: Employee Turnover
- Defined: The total of the number of employees who resign for whatever reason, plus the number of employees terminated for performance reasons, and that total divided by the number of employees at the beginning of the year. Employees lost due to Reductions in Force (RIF) will not be included in this calculation.
- Measured: The HRIS contains records of each employee. The separation section lists reason and date of separation for each employee. Monthly, or when requested by the SVP, the HRIS group will query the database and provide Department Heads with Turnover Reports. HRIS will post graphs of each report on the Intranet.
- Target: Reduce Employee Turnover by 5% per year.
Now that we have a Business Strategy and appropriate KPIs, it’s now turn to understand what Metrics and Measures mean exactly.
Look at this page in next few days for more on Metrics and Measures……