問18
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, 先行指標として適切なものはどれか。
令和3年度 ITパスポート試験 問18
This question's explanation and your answers so far.
解説
問 18
Incorrectア
The amount of increase in sales is a monetary figure that appears as a 'result' of activities, so it is a result indicator. Moreover, it is not the acquisition of new customers itself but the outcome of overall sales including existing business, so it does not serve as a leading indicator that measures means.
Incorrectイ
The new contract acquisition rate measures the degree of goal achievement itself, namely 'how many new customers were acquired,' so it is a result indicator. Because it represents the outcome rather than the means, it is not a leading indicator.
Incorrectウ
The total customer growth rate is a result indicator that shows the final result of how much the customer count increased. Because it lies on the outcome side rather than upstream of the activity, it does not qualify as a leading indicator.
- エ
正解 A leading indicator measures the 'means and activities' taken to achieve a goal, making visible the amount of effort put in at the stage before results appear. When the strategic goal is 'acquiring new customers,' visiting prospective customers is exactly a means of gaining new customers, and its count (エ) rises or falls ahead of the outcome. Because increasing the number of visits leads to future new-customer acquisition, sitting upstream in the causal chain, it is appropriate as a leading indicator.
ここがポイント
- A leading indicator (part of KPIs) measures the means and activities taken to achieve a goal; a result indicator (closer to a KGI) measures the degree of goal achievement and the outcome. The two stand in an upstream/downstream causal relationship.
- For 'acquiring new customers,' distinguish leading indicators, which are the amount of action you can control yourself such as the number of visits, from result indicators, which are figures that appear as outcomes such as the acquisition rate, customer growth rate, and sales increase.
用語