Page 117 - Performance Leadership

106 • Part II Operational and Analytical Dimensions

be focused on and aligned with overall business performance. As meas-
urement drives behavior, it is collaboration that should be measured.
Crucial metrics should be placed on the spot where cost, quality, and
speed suffer most: the business interface. Let’s explore a number of
examples:

• Campaign management and the call center
• Manufacturing and logistics
• IT development and IT operations

Campaign Management and the Call Center
Almost every company that has a call center has been in the following
situation: On Monday morning the available call center agents are
flooded with calls because marketing launched a new campaign but
did not advise the call center adequately as to expectations. As a result,
the call center cannot handle campaign follow-up very well. The queue
time in the call center increases and people calling hang up. The cam-
paign manager is responsible for designing campaigns and for rolling
them out by means of advertising, direct marketing, activities in out-
lets, the Internet, or other customer contact channels (including the
outbound call center). The call center manager is responsible for
follow-up on incoming calls.
But next to the responsibilities for their own activities, the campaign
manager and the call center manager have a business interface to man-
age: The campaign manager needs to involve the call center in the roll-
out plan of the campaign because the campaign follow-up is the next
step in the value chain. As measurement drives behavior, creating the
right metrics that track such involvement and communication will
improve collaboration between campaign management and the call
center. Figure 7.4 shows a few examples of the business domain met-
rics for campaign management and the call center.
Usually a campaign plan will contain expected response rate, con-
verted into additional revenue, and a campaign cost estimate. But costs
go beyond the campaign itself. As the campaign will create additional
work for the call center, the campaign plan should take into account
the costs of planning extra call center agents. If these costs are large,