Measuring a Business Process - How to Create Customer-Focused Metrics

There is a familiar quote that says, "If you can'thow long the process takes from beginning to end
measure it, you can't manage it." So, how do you(step 4), validated your information (step 5), and applied
know what to measure for a business process? It isa series of techniques to improve the process (step 6),
different than what you would do in a manufacturingso you are well positioned to tackle the metrics
environment where you have specific defect metrics.challenge.
For a business process, the metrics should relate toThe sales manager's measurement of success may
customer needs.initially seem like an efficiency metric, because it seems
In step 2 (creating the foundation) of the 10 steps toto focus on volume, but if the sales manager also
business process improvement, you develop basiccares about the quality of new customers it might
information about the business process. One key areaactually fall under effectiveness and read something
included in the foundation is the measurements oflike, "30 percent increase in the number of qualified
success. After you identify your customer (or client)new customers over the next six months." Notice how
and what they need from the process, you should alsomuch more specific the metric is, from what appeared
describe how you will know if you deliver against whatin step 2. However, if you had spent the time in step 2
they need. At this point, simply write a sentence thatto get at this level of detail, you would have found
outlines what you want to measure. Do not worry inyourself buried in too much unnecessary information
this step how you will measure something - justtoo early in the process.
identify what you want to measure. For example, aIn step 7 you also have to determine how you will
sales manager may describe a measurement ofdeliver the metric. You may have to create a new
success as an "increased number of new customers."tracking method, establish baseline information, or
Since you, or the project team, are simply describingdevelop a new report. In step 8 (testing), make certain
general information about the process in step 2, youthat any new reports meet the needs of the
will find it fairly easy to define the what. If you haveinterested parties by showcasing a boilerplate version.
trouble writing the statements, ask questions like,In step 10 (continuous improvement) decide how often
"What does success look like?" "How will you knowyou plan to review the measurement data. Will you do
when you achieve success?" As you create thethis weekly, monthly, quarterly, or annually?
measurements, think about effectiveness, efficiency,Finally, remember that you cannot measure everything!
and adaptability and attempt to write measurementsAlbert Einstein says, "Everything that can be counted
that fall into each of these three areas.does not necessarily count; everything that counts
Step 7 is where you spend some time thinking aboutcannot necessarily be counted." So, use your
how to turn your general measurements of successcustomer needs as the source for what you measure.
into specific metrics. By the time you get to this step,Include the most important effectiveness, efficiency,
you have drawn the process map (step 3), identifiedand adaptability metrics to start.