問13
頻出度★★☆
戦略目標の達成状況を評価する指標には, 目標達成のための手段を評価する先行指標と目標達成度を評価する結果指標の二つがある。戦略目標が“新規顧客の開拓”であるとき, 先行指標と考えられるものはどれか。
平成24年度 秋期 ITパスポート試験 問13
This question's explanation and your answers so far.
解説
問 13
Incorrectア
The new contract acquisition rate measures the closing outcome of how many negotiations or proposals actually led to contracts, and it is fixed only after the means of visiting and proposing have been carried out. That is, it expresses the degree of achievement of how much new customer development was accomplished, so it is a result indicator, not a leading indicator that evaluates the means themselves. Even if you find that the acquisition rate is low, you are merely being informed of the result after the fact.
Incorrectイ
The number of new customers is an indicator that directly counts how much the strategic goal of “developing new customers” has been achieved, and it is a typical result indicator (equivalent to a KGI). It is close to a restatement of the goal itself and is suitable for measuring the degree of achievement, but it does not show what means were carried out, or how much of them, in order to increase that number, so it cannot be used as a leading indicator.
- ウ
正解 The correct answer is ウ. As the question itself defines, a leading indicator is “an indicator that evaluates the means used to achieve the goal”; it measures your own activity volume and activity quality themselves, before any result appears. If the strategic goal is “developing new customers”, then the means is the activity of sales staff going to meet prospective customers (candidate customers with whom no business has been done yet), making proposals, and building relationships. The number of prospective customer visits in ウ is exactly an indicator that counts that activity volume: how many visits were made this week can be grasped before any contract is won, and if the number is small, you can immediately take an action such as increasing visits. Because it has this character of “moving first and affecting results later”, it qualifies as a leading indicator. In Balanced Scorecard terms, result indicators correspond to the KGI (Key Goal Indicator), and leading indicators correspond to the KPI (Key Performance Indicator) that governs how far the KGI is achieved; it helps to understand ウ as the numerical expression of sales activity volume, which is the CSF (Critical Success Factor).
Incorrectエ
The total customer growth rate is an indicator expressing the result of what percentage the customer base as a whole, including existing customers, grew during a period. In addition to being a result indicator, it also mixes in cancellations by existing customers and their increases and decreases, so it is doubly unsuitable as an indicator that evaluates the means for the strategic goal of developing new customers.
ここがポイント
- Distinguish leading indicators (which measure means and processes, equivalent to KPIs) from result indicators (which measure the degree of goal achievement, equivalent to KGIs). When you see an indicator, judge it by asking “is this a number that the people doing the activity can move right now, or a number of results that is fixed only after the activity?” Number of visits, number of proposals, and training hours belong to the former; number of contracts, number of customers, sales revenue, and acquisition rate belong to the latter.
- In the Balanced Scorecard, for a strategic goal you identify the CSF (Critical Success Factor), then set a KGI that measures its degree of achievement and a KPI that measures the daily activities that govern the KGI. The KPI, as a leading indicator, makes early course correction possible, while the KGI, as a result indicator, shows the final degree of achievement.
用語