Let's talk business, do you know what are KPI'S ?

KPI – Key Performance Indicators

Key Performance Indicators are used in four main areas:
  • Revenue improvement
  • Cost reduction
  • Process cycle-time improvement
  • Increased customer satisfaction

The following are KPI examples from real-life scenarios. Using these KPIs will benefit in reducing overheads, errors, delays and costs.



Business Process – Key Performance Indicators

The following are KPI examples for gauging business process performance:
  • Percentage of processes where completion falls within +/- 5% of the estimated completion
  • Average process overdue time
  • Percentage of overdue processes
  • Average process age
  • Percentage of processes where the actual number assigned resources is less than planned number of assigned resources
  • Sum of costs of “killed” / stopped active processes
  • Average time to complete task
  • Sum of deviation of time (e.g. in days) against planned schedule of all active projects
  • Service Level Agreement (SLA) – Key Performance Indicators


The following are KPI examples of SLA performance:

  • Percentage of service requests resolved within an agreed-upon/acceptable period of time
  • Cost of service delivery as defined in Service Level Agreement (SLA) based on a set period such as month or quarter
  • Percentage of outage (unavailability) due to implementation of planned changes, relative to the service hours
  • Average time (e.g. in hours) between the occurrence of an incident and its resolution
  • Downtime – the percentage of the time service is available
  • Availability – the total service time = the mean time between failure (MTBF) and the mean time to repair (MTTR)
  • Number of outstanding actions against last SLA review
  • The deviation of the planned budget (cost) is the difference in costs between the planned baseline against the actual budget of the Service Level Agreement (SLA)
  • Percentage of correspondence replied to on time
  • Percentage of incoming service requests of customers have to be completely answered within x amount of time
  • Number of complaints received within the measurement period
  • Percentage of customer issues that were solved by the first phone call
  • Number of operator activities per call – maximum possible, minimum possible, and average. (E.g. take call, log call, attempt dispatch, retry dispatch, escalate dispatch, reassign dispatch, etc.)
  • The number of answered phone call per hour
  • Total Calling Time per Day or week.
  • Average queue time of incoming phone calls
  • Cost per minute of handle time
  • Number of un-responded emails
  • Average after call work time (work done after call has been concluded)
  • Costs of operating a call centre / service desk, usually for a specific period such as month or quarter
  • Average number of calls / service requests per employee of call center / service desk within measurement period
  • Number of complaints received within the measurement period


Service Quality – Key Performance Indicators

The following are KPI examples for gauging Service Quality performance:
  • Cycle time from request to delivery
  • Call length – the time to answer a call
  • Volume of calls handled – per call centre staff
  • Number of escalations how many bad
  • Number of reminders – how many at risk
  • Number of alerts – overall summary
  • Customer ratings of service – customer satisfaction
  • Number of customer complaints – problems
  • Number of late tasks – late
  • Efficiency – Key Performance Indicators

The following are KPI examples indicating Efficiency performance:

Cycle time from request to delivery
  • Average cycle time from request to delivery
  • Call length
  • Volume of tasks per staff
  • Number of staff involved
  • Number of reminders
  • Number of alerts
  • Customer ratings of service
  • Number of customer complaints
  • Number of process errors
  • Number of human errors
  • Time allocated for administration, management, training

Compliance – Key Performance Indicators

The following are KPI examples for Compliance performance:
  • Average time lag between identification of external compliance issues and resolution
  • Frequency (in days) of compliance reviews
  • Budget – Key Performance Indicators
  • Sum of deviation in money of planned budget of projects
  • Index used in Key Performance Indicators

The following indices are used in KPI as indicators:

  • Tolerating: The user notices performance lagging within responses greater than T, but continues the process.
  • Frustrated: Performance with a response time greater than F seconds is unacceptable, and users may abandon the process.
  • Satisfied: The user is fully productive. This represents the time value (T seconds) below which users are not impeded by application response time.


In order to implement an effective inbound marketing strategy, you need to be able measure your success. Fortunately, in the content marketing world, there are a number of tools available to help you track your progress and make necessary tweaks along the way. The three most common ways to review your strategy is to take a look at sales revenue, leads, and cost per acquisition as they pertain to your inbound marketing efforts; however, this broad information can sometimes be misleading.

To be the most definitive with measuring your online marketing success, I'm sharing the 10 most important marketing key performance indicators (KPI) that you should be tracking:
  • 1 - Sales Revenue: While you may be placing a lot of energy around an inbound marketing campaign, can you pinpoint how much revenue this strategy has brought to your company? To calculate your sales revenue earned from inbound marketing efforts, use this calculation: (Total annual sales) - (Total revenue from customers acquired  through online marketing)

  • 2 - Cost Per Lead: You need to know how much it is costing you on average to acquire a new customer via online marketing.

  • 3 - Customer Value: Online marketing offers a unique opportunity for you to stay in front of your customer and encourage future purchases without being invasive. Use this formula to calculate the lifetime value of a customer: (Average sale per customer)*(Average number of purchases a  customer makes each year)*(Average time in months or years  that a typical customer is retained)

  • 4 - Online Marketing ROI: Using analytics on a monthly and annual basis to track your online marketing ROI is essential for shaping your future marketing activity.

  • 5 - Traffic to Lead Ratio: It is important to understand where traffic to your business is coming from, whether its through organic search or referrals from existing customers. Your online visitor conversion rate should be between 2 and 4 percent.

  • 6 - Lead to Customer Ratio: Once qualifying an online visitor as a lead, you need to be able to track how many leads you are able to actually close. Sales Qualified Leads are online visitors that filled out forms on the "contact us" landing page, and Sales Accepted Leads are leads that you are actively working to convert to customers. You should evaluate both ratios to determine how effective you are at converting new customers.

  • 7 - Landing Page Conversion Rates: You should be able to convert 10 to 20 percent of customers that provide information on your landing pages.

  • 8 - Organic Search: You need to know how much of your online traffic is attributed to organic search. This means knowing the number of leads due to organic search, the number of acquired customers due to organic search, the percentage of traffic related to branded keywords, and the percentage of traffic due to unbranded keywords.

  • 9 - Social Media Reach: How effective is your social media strategy with converting customers? You should know the number of qualified leads earned from each social media channel, the number of converted customers from each social media channel, and the percentage of online visitors that are directed to your webpage due to social media.

  • 10 - Mobile Traffic Conversion Rates: We've talked about the buzz on SoLoMo, which is why it is important to track leads and converted customers due to mobile traffic. It's also powerful to know the conversion rates related to your mobile optimized landing pages.
While there are a number of key performance indicators to track when it comes to inbound marketing, focusing on these 10 can provide you with a true indication of how you are performing and highlight areas for improvement.


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