Performance Metrics If you cant measure it, you cant manage it

By-Peter Ducker

Digital Marketing Channel

Create Awareness
KPI- Branded Traffic Example: Target 7k visits /Mo Segment Traffic Sources Converted

Generate Leads
1. Capture Leads KPI- Conversion-a) e-news letter Eg: Target 45/Mo SegmentTraffic Sources

b) Home Tours Eg: Target- 20/Mo Segmenta) Visitor Type b) Content Type c)Viewed

2. Provide Homebuyer information and Resources

Eg: Target- 150/Mo Downloads Segments- Document Type Geography

3. Highlight Events KPI- Visitor Loyalty Eg: Target- 50% repeat visits

4. ROI Calculation= Attributable Revenue-Campaign Investment / Campaign Investment 5. Incremental Sales Calculation=Revenue Generated by marketing intiative-Baseline Sales 6. Engagement Score Calculation= Depending on CampaignNo. of contacts made.

7. Traffic Sources ( mo) Calculation: No. of visitors of each source 8. Cost Per Lead Calculation: Total cost of campaign/No. of leads generated. 9. Conversion Metrics No. of visits/No. of leads per channel

10. End Action Rate No. of users that start activity/ No. of users that complete activity

Tele-Consulting

Primary Metrics 1.Dials/Hour-Attempts 2.No. of successful contacts 3.Leads/hour-Bad Leads 4.No. of requests for information 5.No. of successful contact as percentage of call allotment 6.No. of leads 7.No. of leads as a percentage of Successful Contact

8.Request information as percentage of successful contacts. 9.No. of interested 10.Average wait time 11.Average call length 12.Avergae call engagement

Secondary Metrics 1.Not interested/Hour 2.Pending/Hour 3.Bad numbers/Hour

Relationship Management Metrics

1. No. of call per day 2. No. of successful contacts. 3. Average time given to a Prospect 4. Average time given to a successful lead 5. Average conversion period. 6. Average engagement time 7. No. of retained customers 8. Close rate 9. Renewal Rate

10. Amount of new revenue. 11. Sales Stage Duration 12. Sales Cycle Duration 13. No. of unsatisfied leads

Customer Relationship Management Metrics

1. 2. 3. 4. 5. 6. 7. 8.

No. cases closed same day No. of service calls Average no. of requests Average time to resolution Average no. of service calls Percentage compliance with Memorandum SLA Customer satisfaction level Complaint time to resolution

Customer Experience Score

1. 2. 3. 4. 5.

Ease of understanding Ease of completing the process Ease of getting in touch Ease of grievance handling Ease at post buying processes

All the metrics measured at a scale of 10.

Customer After Sale Service

Support Services 1.Home Loan Acquisition a) Concessional rate acquisition b) Payment Reminders c) Advisory on resource management 2.Home Dcor Designing 3.Post buying property service a) Maintenance Matters b) Possession Procurement

4.Home Furniture and Fixtures 5.Shifting Services Update Services 1.Construction update by mail with snapshots. 2.Intermitent calls for construction update. 3.Market Analysis information to the specific property bought through mail and call. 4.Information on the general trend of the market through mail.

5. New Investment Suggestions. Engage

1.Tweets 2.Solicitaion and Greetings through mails and call and gifts. 3.Blogs on Facebook and followership 4.Community on facebook with a online game platform. 5.Halfyearly Customer Interaction Meet 6.Linked in Profile Improvement for Professional Engagement.

Thank You