360 Degree Customer View KPI

360o
Customer View - KPI
By: Sanjeev Kumar Sinha (PMI-PBA)
LinkedIn Profile: https://in.linkedin.com/in/sanjeev-sinha-pmi-pba-5a7b392

Service Management
KPI Title # Hits
KPI Description Number of visitors availing self-service
KPI Rationale Measure success of online self-service portal
KPI Target Measure number of visitors availing online self-service portal
KPI Calculation [Population availing self-service]
Data Source Service Manager
Data Collection
Frequency
[Quarterly][Yearly]

KPI Title # Escalation
KPI Description Number of issues related to services escalated
KPI Rationale Measure Service Management efficiency
KPI Target Check number of escalation against predefined threshold
KPI Calculation [Number of issues escalated]
Data Source Service Manager
Data Collection
Frequency
Daily
Service Management

KPI Title # Calls to Call Center Support
KPI Description Number of calls to customer service.
KPI Rationale Higher number should mean more customer require assistance
and the procedures to avail airline services are not so customer
friendly
KPI Target A threshold of N number of calls per month may be marked as
acceptable, beyond threshold level it should be evaluated by
concerned stakeholders to find means to bring it down.
KPI Calculation Number of calls received by call center in a month
Data Source CRM
Data Collection
Frequency
[Monthly] [Quarterly] [Yearly]
Service Management

KPI Title # Complains handled
KPI Description Number of complaints handled online
KPI Rationale To measure the efficiency of customer service and to assess
company’s business process/procedure meant for the
customers.
KPI Target A threshold of N number of calls per month may be marked as
acceptable, beyond threshold level it should be evaluated by
concerned stakeholders to find means to bring it down.
KPI Calculation Number of complains handled in a month
Data Source CRM
Data Collection
Frequency
Service Management

KPI Title % Satisfaction Survey
KPI Description Customer satisfaction compared to previous years
KPI Rationale This helps analyze customer satisfaction with regards to airlines
services
KPI Target A baseline can be taken to check the level of satisfaction.
Percent less than the baseline is subject to evaluation by
stakeholders
KPI Calculation Percentage of [(Number of feedbacks marked satisfactory,
good, and beyond / Total number of feedbacks)]
Data Source CRM
Data Collection
Frequency
Service Management

KPI Title Forecasting
KPI Description Revenue/Sales forecasting
KPI Rationale Manage inventory and handle no show, over booking, etc.
KPI Target Forecast sales
KPI Calculation []
Data Source Revenue Management
Data Collection
Frequency
Monthly
Yearly
Sales

KPI Title % No Show Rate
KPI Description Percentage of customer did not board the plane
KPI Rationale Estimate/forecast over booking rate
KPI Target Measure the ratio of bookings that are dropped without
announcement, the guest not arriving at the due date
KPI Calculation [number of booked customers] percent of [number of
customers not arrived]
Data Source Airline Reservation System, Departure Control System (DCS)
Data Collection
Frequency
Monthly
Sales

KPI Title $ Revenue per sale
KPI Description Revenue earned per sale
KPI Rationale Measure the average value of a sales transaction
KPI Target Measure the average value of a sales transaction
KPI Calculation [Total sales revenue] divide by [Number of sales]
Data Source Revenue Accounting, Revenue Management
Data Collection
Frequency
Daily
Sales

KPI Title % Revenue generated
KPI Description Percentage of actual revenue generated
KPI Rationale Compare actual planned budget with actual generate revenue
to check company’s performance
KPI Target Measure the percentage of revenue generated in comparison
with the actual planned budget
KPI Calculation [planned revenue] percent of [actual revenue generated]
Data Collection
Frequency
Monthly
Sales

KPI Title % Passenger seats sold
KPI Description Percentage of passenger seats sold
KPI Rationale Measure the demand
KPI Target Measure the rate at which the plane capacity is occupied
KPI Calculation NA
Data Source Airline Reservation System, Revenue Management
Data Collection
Frequency
Monthly
Sales

KPI Title # Emails Sent
KPI Description Number of emails sent for product promotions
KPI Rationale Help analyze the efforts made towards email marketing
KPI Target Targeted number of emails sent and verified by stakeholders
KPI Calculation Number of emails sent
Data Source CRM
Data Collection
Frequency
[Daily] [Monthly] [Quarterly] [Yearly]
Marketing

KPI Title # Response Emails
KPI Description Number of emails/response received in response to the
marketing emails sent
KPI Rationale Help analyze the result of the efforts made towards email
marketing
KPI Target Targeted number of response/email received in response to
the marketing email sent and verified by stakeholders
KPI Calculation Number of emails received
Data Source CRM
Data Collection
Frequency
Marketing

KPI Title % Marketing Campaign Effectiveness
KPI Description Measures the effectiveness of the marketing efforts within a
campaign, often referred to as conversion rate
KPI Rationale Measures the effectiveness of the marketing efforts within a
campaign, in the sense of obtaining the desired response from
the target consumers (subscriptions, purchases etc.)
KPI Target Stakeholders to measure the effectiveness and take corrective
actions if found below accepted level
KPI Calculation [population expected to convert into customer] percentage of
[population exposed to the campaign effort]
Data Source CRM
Data Collection
Frequency
Marketing

KPI Title % Response Rate
KPI Description Measures the percentage of customers who respond to
communications in a given time period
KPI Rationale Measure campaign effectiveness
KPI Target Stakeholders to measure the effectiveness and take corrective
actions if found below accepted level
KPI Calculation [population converted into customer] percentage of
Data Source CRM
Data Collection
Frequency
Marketing

KPI Title % Lead Generated
KPI Description Lead generated though email marketing, campaign marketing,
social media campaigns, etc.
KPI Rationale Measure campaign effectiveness
KPI Target Measure the effectiveness against a pre-decided level for the
Stakeholders to take corrective actions if found below accepted
level
KPI Calculation [population responded to campaign] percentage of [population
exposed to the campaign effort]
Data Source CRM
Data Collection
Frequency
Marketing

KPI Title % Advertising response rates
KPI Description Measures the share of desired actions undertaken by website
visitors after clicking on advertisements out of the total
number of visitors who clicked on them. Such actions may be
making a purchase, a donation or registering on website
KPI Rationale Measure the effectiveness of advertising campaign
KPI Target Measure the advertising campaign effectiveness against a pre-
decided level for the Stakeholders to take corrective actions if
found below accepted level
KPI Calculation [population responded to Ad campaign] percentage of
Data Source CRM
Data Collection
Frequency
Marketing

KPI Title # Promotions conducted
KPI Description Measures the number of promotional programs conducted in
period
KPI Rationale To check number of promotions conducted against a target set
KPI Target Measure the promotions conducted for the Stakeholders
information
KPI Calculation Number of promotions conducted
Data Source CRM
Data Collection
Frequency
Marketing

KPI Title # Number of Fans and Followers
KPI Description It’s important to know how many fans, followers, connections,
have on Facebook, Twitter, LinkedIn, Google +, etc. and how
many people are in circles.
KPI Rationale To measure the reach of social media campaign
KPI Target Reach a target of N number of follower in a targeted period
and to be reviewed by stakeholders
KPI Calculation [Population following the company’s social site]
Data Source CRM
Data Collection
Frequency
Daily
Marketing

KPI Title # Number of Active Followers
KPI Description Active followers who have logged in and interacted within the
past 30 days
KPI Rationale Helps understand the relevance of contents posted on social
site. Followers may loose interest and may not visit the social
site frequently or may not visit at all.
KPI Target Review the relevance of the contents posted to keep the
interest of the followers and hence increase the number of
active followers
KPI Calculation [Population visiting the company’s social sites at least once in
30 days]
Data Source CRM
Data Collection
Frequency
Daily
Marketing

KPI Title # Number of Likes & Shares
KPI Description A check to see if audience likes any of the posts is a good
indication of whether or not the content is attractive to them
KPI Rationale It may so happens the there are active followers but they
aren’t liking the contents and gradually loose interest. The KPI
is to keep a check on content’s attractiveness.
KPI Target A check to foresee the possibility of loosing active/followers by
way of tracking the count of Likes & Shares and for the
stakeholders to take corrective actions as and when required.
KPI Calculation [Population liking & sharing contents posted]
Data Source CRM
Data Collection
Frequency
Daily
Marketing

KPI Title # Number of Retweets/re-pins
KPI Description A check to see if audience likes any of the posts is a good
indication of whether or not the content is attractive to them
KPI Rationale It may so happens the there are active followers but they
aren’t liking the contents and gradually loose interest. The KPI
is to keep a check on content’s attractiveness.
KPI Target A check to foresee the possibility of loosing active/followers by
way of tracking the count of Likes & Shares and for the
stakeholders to take corrective actions as and when required.
KPI Calculation [Population retweeting/re-pining contents posted]
Data Source CRM
Data Collection
Frequency
Daily
Marketing

KPI Title # First/Business/Economy Class Customer
KPI Description Number of First Class, Business Class, & Economy Class
customers
KPI Rationale Check whether customer numbers are growing or declining in
each segment
KPI Target Measure number of customers in each segments periodically
and compare with the previous numbers
KPI Calculation [Number of First/Business/Economy class customers]
Data Source Airline Reservation System
Data Collection
Frequency
Monthly
Customer

KPI Title % Customer Retention
KPI Description Percentage of customer retained
KPI Rationale Ensure old customers are not becoming ex customers
KPI Target Measure the portion of customers who have been client at the
beginning of the period and who are still customer at the end
of the period.
KPI Calculation [Population at the beginning of the period] percent of
[Population at the end of the period]
Data Source CRM
Data Collection
Frequency
Yearly
Customer

KPI Title % Active Loyalty members
KPI Description Measures the rate at which customers are actively involved in
Loyalty programs
KPI Rationale To measure the success of Loyalty membership program
KPI Target To check the result against a set target number of active loyalty
members
KPI Calculation [population enrolled in loyalty programs] percentage of
[Population frequently involved in loyalty programs]
Data Source Loyalty
Data Collection
Frequency
Customer

KPI Title # Average Loyalty member purchase frequency
KPI Description Measures the average frequency at which a Loyalty member
makes a purchase
KPI Rationale This would help maintain the stock and also as per members
interest. This would help improve loyalty member program by
way of offering similar product at right time customer might be
interested.
KPI Target Track purchasing frequency for the stakeholders to formulate
future strategy
KPI Calculation Average of [Number of days between two purchases]
Data Source CRM
Data Collection
Frequency
Customer

KPI Title $ Purchase volume relative to non Loyalty members
KPI Description Measures the purchase volume of non Loyalty members
KPI Rationale Keep check on stock requirements to maintain the supplies
and analyze the purchasing power of non loyalty members
KPI Target Track purchase volume against targeted sales for the
stakeholders to formulate strategy
KPI Calculation [Total sales from non loyalty members]
Data Source CRM
Data Collection
Frequency
Customer

KPI Title % Non Loyalty member satisfaction
KPI Description Measures the satisfaction level of customers that are Non
Loyalty members
KPI Rationale Look for potential members for loyalty programs offered by
airline. Also, Non loyalty members satisfaction at par with
loyalty members will make loose the essence of loyalty
program, hence, analyze the loyalty program to make a
difference
KPI Target Track satisfaction % against targeted benchmark
KPI Calculation [Non loyalty member population using the services] percent of
[satisfied non loyalty member population using the services]
Data Source CRM
Data Collection
Frequency
Customer

KPI Title $ Marketing spend per customer
KPI Description Measures the average amount the organization spends in
relation to a customer
KPI Rationale This would help compare the average return per customer and
adjust the spending with respect to return
KPI Target Measure the average spending on a customer against average
return gained from customer
KPI Calculation [Total spending on customer] divide by [Population using the
services]
Data Source CRM
Data Collection
Frequency
Customer

KPI Title % mileage conversion
KPI Description Percentage of earned mileage consumed
KPI Rationale Capture customer’s interest and business opportunity
KPI Target Measure the rate at which mileage has been used by
customers
KPI Calculation [Total mileage earned] percent of [mileage consumed]
Data Source CRM
Data Collection
Frequency
Monthly
Customer

KPI Title % Dormancy rate
KPI Description Measures the percentage of customers not using the product
or service over a given time period
KPI Rationale This will help analyze the reason and adjust the dormancy time
as felt necessary
KPI Target Measures the percentage of customers not using service over
N months
KPI Calculation [population enrolled in loyalty program] percent of [population
not using the service over n days/weeks/months]
Data Source CRM
Data Collection
Frequency
Monthly
Customer

KPI Title # Bookings through channels directly accessible to customers
KPI Description Capture number of ticketing & reservations through individual
channels like – Airline website, Airline Mobile apps, ATO, CTO,
etc., directly accessible to customer
KPI Rationale Check what channels are more preferred by the customers so
that the channels are made convenient and available to more
customer.
KPI Target Collect the number of booking per channel
KPI Calculation [number of tickets booked per channel]
Data Source Airline Booking System
Data Collection
Frequency
Daily
Customer

KPI Title % Deals & Promotions availed by customers
KPI Description Capture effectiveness of Deals & Promotions offered by airlines
KPI Rationale Improve Deals & Promotions offered by airlines to customers
based on results
KPI Target Percentage of deals & promotions availed against number of
deals & promotions offered
KPI Calculation [Number of deals & promotions offered] percent of [deals &
promotions availed by customers]
Data Source CRM, Airline Reservation System
Data Collection
Frequency
Daily
Customer

KPI Title # Changes/cancellation
KPI Description Capture changes/cancellation done by customers by channels
directly accessible to them.
KPI Rationale Measure customer friendliness of the system
KPI Target Capture number of changes/cancellations made by customers
directly
KPI Calculation [Population opting for booking changes/cancellation by
channels directly accessible to them]
Data Source Airline Reservation System
Data Collection
Frequency
Monthly
Customer

KPI Title # Issues handled successfully
KPI Description Number of issues handled with positive response from
customer (satisfied customer)
KPI Rationale Measure customer service effectiveness
KPI Target Number of issues handled for the service managers to review
KPI Calculation [Number of issues handled successfully]
Data Source CRM
Data Collection
Frequency
Daily
Customer

KPI Title # Complains reported on staff behavior
KPI Description Number of Complains reported on staff behavior
KPI Rationale Measure customer service effectiveness
KPI Target Number of complains reported on staff behavior for the
service managers to review
KPI Calculation [Number of complains reported on staff behavior]
Data Source CRM
Data Collection
Frequency
Daily
Customer

KPI Title # customer opted for pickup & drop service
KPI Description Number of customers taken pickup & drop services from/to
airport
KPI Rationale Measure ancillary salability/marketability
KPI Target Number of complains reported on staff behavior for the
service managers to review
KPI Calculation [Population opted for pickup & drop service]
Data Source CRM
Data Collection
Frequency
Daily
Customer

KPI Title # Customer opted for hotel accommodation
KPI Description Number of times customer has also opted for hotel
accommodation through airline's offerings.
KPI Target Find number of times customer has booked hotel
accommodation and check against a criteria set to measure
customers interest
KPI Calculation [Number of times customer has booked hotel accommodation]
Data Source Airline Reservation System, Departure Control System (DCS),
CRM
Data Collection
Frequency
Daily
Customer

KPI Title # Check-in through various channels
KPI Description Number of check-ins through Kiosk, Check-in desk, website,
mobile application, etc.
KPI Rationale Check what channels are more preferred by the customers so
that the channels are made convenient and available to more
customer.
KPI Target Collect the number of check-ins per channel
KPI Calculation [Number of check-ins through various channels]
Data Source Departure Control System [DCS]
Data Collection
Frequency
Daily
Customer

KPI Title Queue wait time at the check-in desk
KPI Description Customer’s average wait time before reaches the desk for
check-in
KPI Rationale Measure the wait time to adjust the check-in desk and number
of staff to meet the demand
KPI Target Average wait time a customer spends in queue for check-in at
the desk
KPI Calculation Average [wait time a customer spends in queue for check-in]
Data Source <if it is captured in any system>
Data Collection
Frequency
Customer

KPI Title Queue wait time at the check-in kiosk
KPI Description Customer’s average wait time at the kiosk for check-in
KPI Rationale Measure the wait time to adjust the check-in Kiosk number to
meet the demand
KPI Target Average wait time a customer spends in queue for check-in
through Kiosk
KPI Calculation Average [wait time a customer spends in queue for check-in]
Data Source <if it is captured in any system>
Data Collection
Frequency
Customer

KPI Title # Curbside check-in
KPI Description Number of curbside Check-Ins. This will help analyze customer
preference and revenue potential as this is now a paid service
KPI Rationale Measure the wait time to adjust the check-in desk and number
of staff to meet the demand
KPI Target Average wait time a customer spends in queue for check-in
through Kiosk
KPI Calculation [Number of curbside check-ins]
Data Source Departure Control System [DCS]
Data Collection
Frequency
Customer

KPI Title # Baggage drops at kiosk
KPI Description Number of baggage dropped at Kiosk (Self baggage drop /
check-in)
KPI Rationale Measure success of self baggage check-in / drop
KPI Target Number of self baggage drop compare with number of
baggage checked-in through desk and curbside baggage check-
in
KPI Calculation [Number of baggage dropped at Kiosk]
Data Source Baggage data store (BDS)
Data Collection
Frequency
Customer

KPI Title # Baggage drops at desk
KPI Description Number of baggage dropped at desk
KPI Rationale Measure customers interest of baggage check-in through desk
KPI Target Number of baggage checked-in compare with number of self
baggage drop and curbside baggage check-in
KPI Calculation [Number of baggage checked-in through desk]
Data Source Baggage data store (BDS)
Data Collection
Frequency
Customer

KPI Title % Lounge Facilities availed by customers
KPI Description Percent of customer availing airport lounge facility
KPI Rationale To adjust the lounge capacity as per average demand which
will help minimize expense. Offer deals & promotions to
increase the revenue through lounge bookings
KPI Target Measure the percentage of lounge salability
KPI Calculation [population travelling through the airline] percentage of
[population booking the lounge]
Data Source Airport Services
Data Collection
Frequency
Customer

KPI Title # Customer booked airport lounge
KPI Description How many times the (individual) customer has booked airport
lounge.
KPI Target Find number of times customer has booked airport lounge and
check against a criteria set to measure customers interest
KPI Calculation [Number of times customer has booked airport lounge]
Data Source Departure Control System (DCS), CRM
Data Collection
Frequency
Daily
Customer

KPI Title # Customer requested for Travel Insurance
KPI Description How many times the (individual) customer has requested for
Travel Insurance.
KPI Target Find number of times customer has requested for travel
insurance and check against a criteria set to measure
customers interest
KPI Calculation [Number of times customer has requested for travel insurance]
Data Collection
Frequency
Daily
Customer

KPI Title % boarding delays
KPI Description Percentage of boarding delays
KPI Rationale Percentage of boarding delays to find out how much it is
impacting customers views and journey experiences
KPI Target Measure percentage of delayed boarding in a defined period
KPI Calculation [Number of boarding] percentage of [Number of delayed
boarding]
Data Source Departure Control System (DCS)
Data Collection
Frequency
Daily
Customer

KPI Title # Customer has opted for Wi-Fi.
KPI Description How many times out of the total travel made in Wi-Fi enabled
flight, the (individual) customer has opted for Wi-Fi.
KPI Target Find number of times customer has purchased Wi-Fi on board
and check against a criteria set to measure customers interest
KPI Calculation [Number of times customer has purchased Wi-Fi]
Data Source CRM
Data Collection
Frequency
Daily
Customer

KPI Title # Customer has opted for special meal
KPI Description How many times out of the total travel made, the (individual)
customer has opted for special meal.
KPI Target Find number of times customer has purchased special meal on
board and check against a criteria set to measure customers
interest
KPI Calculation [Number of times customer has purchased special meal]
Data Source Airline Reservation System, Departure Control System (DCS),
CRM
Data Collection
Frequency
Daily
Customer

KPI Title # Customer has requested for extra leg space
extra leg space.
KPI Target Find number of times customer has requested for extra leg
space and check against a criteria set to measure customers
interest
KPI Calculation [Number of times customer has requested for extra leg space]
Data Collection
Frequency
Daily
Customer

KPI Title # Customer has requested for particular type of seat
particular type of seat.
KPI Target Find number of times customer has requested for particular
type of seat and check against a criteria set to measure
customers interest
KPI Calculation [Number of times customer has requested for particular type
of seat]
Data Collection
Frequency
Daily
Customer

KPI Title % In-Flight sales
KPI Description What item sales most.
KPI Rationale Maintain the supplies as per demand. Stock the customers’
preferred items. Offer deals & promotions to further increase
the revenue through ancillary.
KPI Target Measure the percentage of In-Flight salability
KPI Calculation [population purchasing ancillary product through the airline]
percentage of [population purchasing ancillary product in-
flight]
Data Source CRM
Data Collection
Frequency
Monthly
Customer

KPI Title % Customer potential purchase
KPI Description How many times out of the total travel made, the (individual)
customer has purchased from inflight sales. Out of the total
offering, what is he most likely to purchase
KPI Target Find number of times customer has purchased same product
and check against a criteria set to measure customers interest
KPI Calculation [Number of times customer has purchased] percent of
[number of times customer has purchased same product]
Data Source CRM
Data Collection
Frequency
Daily
Customer

KPI Title # Customer purchased particular type/brand.
KPI Description Number of times (Individual) customer has purchased a
particular type/brand (of Alcoholic beverages sold on-board).
KPI Target Find number of times customer has purchased a particular
type /brand of product and check against a criteria set to
measure customers interest
KPI Calculation [Number of times customer has purchased a particular type
/brand of product]
Data Source CRM
Data Collection
Frequency
Daily
Customer

KPI Title % Alcoholic beverages type/brand sold on-board
KPI Description What type sales the most. What type is most profitable.
KPI Rationale Maintain the supplies as per demand. Stock the customers’
preferred items. Offer deals & promotions to further increase
the revenue through ancillary.
KPI Target Measure the percentage of In-Flight salability
KPI Calculation [population purchasing alcoholic beverage in-flight] percent of
[population purchasing particular type/brand alcoholic
beverages in-flight]
Data Source CRM
Data Collection
Frequency
Daily
Customer

KPI Title # Customer Reported Lost luggage
KPI Description Number of customer reported lost luggage on arrival
KPI Rationale Minimize the revenue loss due to lost luggage payments
KPI Target Number of lost luggage beyond acceptable limit
KPI Calculation [Number of customer reported baggage lost]
Data Source Baggage Data Store (BDS)
Data Collection
Frequency
Daily
Customer

KPI Title % Lost luggage
KPI Description Measures the rate at which luggage is lost during the
passenger transportation process
KPI Target Percentage of lost luggage beyond acceptable limit
KPI Calculation [Number of baggage checked-in] percent of [Number of
baggage lost]
Data Collection
Frequency
Daily
Customer

KPI Title # Customers received baggage with delays
KPI Description Number of passenger received baggage with delays more than
a certain number of days out of the total baggage manipulated
KPI Rationale Minimize the revenue loss due to delayed baggage delivery
compensation
KPI Target Number of delayed baggage delivery beyond acceptable limit
KPI Calculation [Number of baggage delayed delivery]
Data Collection
Frequency
Daily
Customer

KPI Title % Delayed baggage
KPI Description Measures the percentage of passenger baggage delayed more
than a certain number of days out of the total baggage
manipulated
KPI Rationale Minimize the revenue loss due to delayed baggage delivery
compensation
KPI Target Percentage of delayed baggage delivery beyond acceptable
limit
delayed baggage delivery]
Data Collection
Frequency
Daily
Customer

KPI Title % Damaged baggage
KPI Description Measures the percentage of passenger baggage damaged out
of the total baggage manipulated
KPI Rationale Minimize the revenue loss due to damaged baggage
compensation
KPI Target Percentage of damaged baggage beyond acceptable limit
damaged baggage]
Data Collection
Frequency
Daily
Customer

KPI Title % Lost baggage on connecting flights
KPI Description Measures the amount of baggage that was lost during
connecting flights transfers out of the total amount of baggage
handled by operators
KPI Target Percentage of lost luggage beyond acceptable limit
KPI Calculation [Number of baggage transferred] percent of [Number of
baggage lost]
Data Collection
Frequency
Daily
Customer

KPI Title % Return On Investment (ROI)
KPI Description Percentage of influence on overall ROI though email marketing,
campaign marketing, social media campaigns, etc.
KPI Rationale Measure revenue contribution from email marketing,
campaign marketing, and social media
KPI Target Measure revenue contribution from email marketing,
campaign marketing, and social media against total ROI
KPI Calculation [Total ROI] percent of [ROI from email marketing + campaign
marketing + social media]
Data Collection
Frequency
Monthly
Financial

KPI Title $ Customer profitability
KPI Description Profit earned from the relationship with a customer in a given
time period
KPI Rationale Measures the profit earned from the relationship with a
customer in a given time period
KPI Target Measure revenue contribution from ancillary sales to loyalty
members
KPI Calculation [revenue earned from ancillary sales to loyalty members]
Data Collection
Frequency
Monthly
Financial

KPI Title % Top Products/Services
KPI Description The most popular products/services offered
KPI Rationale The most popular products/services offered by the rival
company.
KPI Target Compare percentage of top services/products offered by rival
company with top services/products offered by your company
KPI Calculation [Total number of products/services offered] percentage of
[Number of top product/services offered]
Data Source NA
Data Collection
Frequency
[Quarterly][Yearly]
Competitor Analysis

KPI Title # Product/Service Success Analysis
KPI Description The most popular products/services offered by the rival
company.
KPI Rationale Analyze customer’s interest and shape the company’s
products/services offerings and promotions accordingly
KPI Target Compare most salable services/products offered by rival
company with services/products offered by your company
KPI Calculation [Most salable product/service ]
Data Source NA
Data Collection
Frequency
[Quarterly][Yearly]
Competitor Analysis

KPI Title % Service Quality
KPI Description Measure service quality
KPI Rationale Measure rival company’s service quality
KPI Target Measure rival company’s service quality on a scale of 1 to 10. 1
being least moving upward up to 10 being highest quality.
KPI Calculation [Number of probable service feedback/response] percentage
of [Number of probable positive service feedback/response]
[compare scale 1-10 with percentage arrived]
Data Source NA
Data Collection
Frequency
[Quarterly][Yearly]
Competitor Analysis

KPI Title % Market Penetration
KPI Description Market penetration percentage
KPI Rationale Compare and measure the gap between rival company’s
market penetration percentage with your company’s market
penetration to improve upon your market penetration strategy.
KPI Target Compare rival company’s market penetration percentage with
your company’s market penetration.
KPI Calculation [Total market share] percentage of [Rival company’s market
share]
[Total market share] percentage of [your company’s market
share]
Data Source NA
Data Collection
Frequency
[Quarterly][Yearly]
Competitor Analysis

KPI Title % Retention Rate
KPI Description Percentage of new hires that are still with the rival company
after a certain period of time.
KPI Rationale Measure competitor company’s employees retention rate
KPI Target Measure competitor company’s employees retention rate
KPI Calculation [Number of employees hired in current calendar year and
continue to work with the company]
Data Source Human Resource System
Data Collection
Frequency
[Yearly]
Competitor Analysis

KPI Title # Employee Longevity
KPI Description The average number of years employees stay with the
competitor company.
KPI Rationale Measure competitor company’s employees iteration rate
KPI Target Measure competitor company’s employees iteration rate
KPI Calculation [Sum of present employees stayed years ] divide by [Number
of present employees]
Data Source Human Resource System
Data Collection
Frequency
[Yearly]
Competitor Analysis

KPI Title % Competitor Objectives
KPI Description Analysis of the competitor company's objectives.
KPI Rationale The knowledge of the competitor's objectives (for e.g. growth
rate, customer loyalty, market share, technology leadership
etc.) allows to foresee and predict its actions.
KPI Target Determine Competitors and compare against company’s
objective.
KPI Calculation NA
Data Source NA
Data Collection
Frequency
[Quarterly][Yearly]
Competitor Analysis

KPI Title % Responsiveness
KPI Description Assessment of the competitor company's ability to react.
KPI Rationale When dealing with competitors it is important to predict how
and how quickly they might react to your company's actions.
For example, companies with large cash reserves are able to
act both defensively and off.
KPI Target Assess Competitors responsiveness against assumed
percentage.
KPI Calculation NA
Data Source NA
Data Collection
Frequency
[Quarterly][Yearly]
Competitor Analysis

KPI Title % Churn Rate
KPI Description Percentage of customers (subscriber, user, client, etc.) ceases
his or her relationship with a company.
KPI Rationale It is important to know % of customers (subscriber, user, client,
etc.) ceases his or her relationship with a company so as to
improve churn rate.
KPI Target Assess customer churn rate to check if it is higher then 10%.
KPI Calculation [number of clients lost] divided by [the number of clients at
the start of the month]
Data Source NA
Data Collection
Frequency
[Monthly]
Competitor Analysis

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360 Degree Customer View KPI

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