Performance Dashboards: Sales & Customer Satisfaction

Performance dashboards are a commonly used management tool to improve corporate performance.  While this sounds good in theory, how can a small business use dashboards to improve customer satisfaction and increase sales? 

Sales and Customer Satisfaction

Another potentially important category of measurements is sales and customer satisfaction.  For your business to succeed, you need sales.  Are you getting enough?  Does your sales pipeline have enough backlog to keep your company running at a satisfactory level?  Does your operational system generate quality products that you customers like?  Do you have one particular customer service rep who constantly makes order entry errors?  Identifying sales measurements is easy for most organizations.  However, identifying key measure of customer satisfaction may be more difficult.  Time spent discussing your operation and identifying how to measure satisfaction, or more importantly dissatisfaction, will pay dividends as you attempt to grow your business.  Potential measurements for this area might be:

Orders by Time of Day
Customer Complaints by Product
Order Errors by Shift
Stock-outs by Product Type
Sales Volume Over Time
Order Backlog
Sales by Region or Department
Marketing Costs Payback
Sales by Category
Sales by Salesman
On-time Order Delivery %
Complaints as a % of Sales Orders
Returns by Product Type
Product Failure Cost
Customer Satisfaction Rate
Product Quality Index

Do you have other sales and customer satisfaction related measures that small business owners should measure?

Leave a comment with your suggestions. If you need help setting up performance dashboards for your business, give us a call.

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