How to choose actionable & predictive metrics as leading indicators of your overall objectives. Setup key performance indicators, measurement dashboards, balanced scorecards, and management tools for follow-through and accountability. Applies to ANY use of metrics. See https://ClearAction.com

1. Leading Indicators
Identify & Leverage Predictive Metrics
1
LYNN HUNSAKER
CHIEF CUSTOMER OFFICER

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Which Key Performance Indicators to Monitor?
 MPH
 $/Gal
 MPG
Objective: Minimize CostsSymptoms or Root Causes?
(kilometers per hour)
(euros per litre)
(kilometers per litre)

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Most Objectives Are Like Onions
Many Layers Inside
Inner Layers = Roots
for New Growth!
Most Visible Layer
of Limited Use

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Customer
Feedback
Customer
Perceptions 1) Capture
Customer Inputs
Lagging
Indicators
WHY VOC is a lagging indicator:
Reveals what customers already think
Customer Experience Improvement Model

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Customer
Feedback
Action Plan
Metrics
Customer
Perceptions 1) Capture
Customer Inputs
2) Create
Action Plans
3) Communicate
Progress
Lagging
Indicators
Leading
Indicators
WHY VOC is a lagging indicator:
Reveals what customers already think
WHY action plan metrics are a leading indicator:
Predicts what customers will think
Customer Experience Improvement Model

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Process Improvement at Root Level
Market Results:
Customer's
View
Quality Results:
Manager's
View
Process Drivers:
Team's
View
Root Causes:
Leading
Measures
1) Why?
2) Why?
3) Why?
RootofProblem
Service Too
Expensive
Under-Utilized
Service
Value
Unappreciated
Customer Data
Not Integrated
Overselling
Communication
Issue
Incentives
Not Balanced
Instructions
Not Clear
4) Why?
Send root cause reports to originators
Outdated
Supply List

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Hierarchy of Leading Indicator Dashboard
Resources Skills Stake-
holders
Process
Inputs
Process
Control
Points
Process
Outputs
Culture
 Financial
 Customer
 Team
How
What
Why
Process
Consequences
Lagging
Indicators
Leading
Indicators
‘What’ & ‘How’ Are Actionable

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Tips for Leading Indicators
 Connect to big picture
 Identify root causes
 Focus on inputs & in-process
Applications:
ROI
Productivity
Quality
Customer Focus
Product
Price
Promotion
Distribution
SetUp
 Levers: resources, skills, culture
 Focus management support
 Close loop to re-set perceptions
2-Way
 Actionable – you control it
 Predictive – early warnings
 Leverage – clout, resources
Value

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ClearAction.com/Store
If You Like These Concepts, Get the Book!
4 Keys Explained
10 Templates
Step-by-Step
Guidelines

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See the rest of this presentation in
 GETTING & KEEPING CUSTOMERS
 DRIVING GROWTH & INNOVATION
 DATA & METRICS THAT WORK
 CREATIVITY WITHIN BOUNDARIES
 DRIVING ACCOUNTABILITY & COMMITMENT
 GETTING EVERYONE ON THE SAME PAGE
Join today:
https://ClearAction.com/value-exchange
Ask for a demo:
Success@ClearAction.com

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Increase: Maximize: Decrease:
• Follow-through
• Ability to prioritize
• Productivity of resources
• Employee engagement
• Strategic vs. tactical work
• Resource acquisition
• Stakeholder satisfaction
• Stakeholder cooperation
• Team collaboration
• Right the first time
• Job satisfaction
• Continuity
• Project stalls
• Duplicated resources
• Redundant efforts
• Rework
• Employee turnover
• Alliance workloadAlignment (bridging silos) is the
next frontier in CX ROI
Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba,
Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others
ClearAction Value Exchange KPIs are multipliers on your CX investments
SaaS for real-time
personalized action plans
to tackle these silos
30-minute bites
AI-curated resources
DIY and interactive
VP-level to intern-level
Shared vision
Collective capability
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ClearAction Continuum closes the brand-customer gap.
ClearAction Value Exchange members in marketing
& customer experience, care & success roles access
real-time, 24x7, bite-sized personal solutions to
navigate silos for customer value performance
ClearAction Advisory clients strategically
operationalize marketing & customer experience
for scalability, resource productivity & enduring
customer value performance
1212
Customer value performance momentum
© 2019 ClearAction Continuum.
ClearAction Continuum

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Ask about customer value performance momentum
ClearAction Continuum
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DNA MASTER PLAN™
STRATEGIC RENEWAL™
CLEARACTION VALUE EXCHANGE™
DNA ACTIVATION™
MARKET RESPONSIVENESS INDEX™
DX AGILITY™
DNA TRANSFORMATION™
DX ALTITUDE™
RACE™
(RAPID ANALYTICS CUSTOMER ENVIRONMENT)
VOX MODERNIZED™
VOX ACTIONABILITY™
SHARKTΛINK™
CX growth aspirations:
 Business results via trust-building
 Consistency via silo-bridging
 All-employee engagement
 Prevention and anticipation
 CX as managerial context
 Profit impact in daily decisions
https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum.
Success@ClearAction.com

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We’re honored to influence these companies
PARTIAL LIST OF CLIENTS
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ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations
© 2019 ClearAction Continuum.

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Customer value performance momentum