The question is what to focus on? How you measure performance says a lot about your company’s objectives.
Common types of indicators
There are two common types of performance indicators: financial and customer focused.
Financial indicators are the most commonly used metrics for performance including: revenue growth rate, net profit, return on investment, among others. In terms of employee performance these are often quantified using output related measurements. These can be useful for growing your company’s finances but companies that focus solely on profit related indicators often face an innovation problem.
A focus on financial goals can put pressure on managers to focus on short term profitability over creativity. Financial indicators also don’t provide a full picture of a company’s performance. Rather than taking risks on new ideas, these companies can become known for creating ‘one hit wonders’ that sell and repackaging past successes. Eventually, quality and customer satisfaction can become compromised and employee motivation drops.
Microsoft learned this lesson at the expense of its top spot in the tech world. Originally a leader in cutting edge technology, after 2000 it began slipping in the rankings against companies like Google and Apple with its inability to keep up with new trends. As these companies began producing paradigm shifting products like the iPhone and Google Maps, Microsoft continued to survive off of its updated versions of Windows Office. Financial indicators demonstrated the company’s shift in popularity but not the contributing factors.
Internally, Microsoft had taken a cut throat approach to performance management called stack ranking. In this system employees were ranked according to their performance, with the top being put in line for promotions and the bottom 5-10% being shown the door. Rather than boosting productivity, this system merely increased competition and discouraged teamwork. Ultimately, instead of being encouraged to collaborate on new ideas, employees had to focus on gaining favor to survive.
Customer success indicators are increasingly seen as the most important performance metric. Some of the main customer centered KPIs include: conversion rate, customer retention, Net Promoter Score (NPS), etc. Due to differing objectives, companies that focus on customer centered indicators focus more on gaining a loyal customer base by producing great quality products, utilizing different marketing techniques and emphasizing a strong customer support service.
An example of this is Riot Games’ ‘Free To Play’ games which helped them to gain a loyal customer base by allowing gamers to play some of their best games for free online. Zappos’ customer service is famous for providing unsatisfied customers with gifts and free shoes to improve their customer experience. Creating a customer service culture is an essential part of their business strategy and the focus of CEO Tony Hsieh’s book Delivering Happiness.
However, for companies that don’t take off straight away, the money and time put into each product can lead to slower profit generation and financial instability. Furthermore, while customer satisfaction is an extremely important key to success, what customers ultimately want are state-of-the-art products. Though customer focused indicators can help you build a loyal client base, they do not necessarily solve a company’s innovation problems.
Companies should use a combination of both financial and customer focused indicators but there is a third key measurement which is essential to meeting your company’s goals, employees.
Why employee centered indicators are so important
More and more companies are beginning to realize the importance of employee centered metrics. These types of indicators include: employee engagement, satisfaction and turnover.
Studies show that higher employee engagement is linked to higher customer satisfaction. When employees are happy at work and believe in their product/company this comes across to customers. Gallup revealed that companies with high employee engagement levels outperformed companies with lower levels of engagement in customer ratings by 10%.