Connecting CPIs to KPIs and driving Business Growth

Customer Satisfaction is nothing but the intersection of Brands' Objective and a Customer’s Need.

Let me start by defining these 2 terms to understand this concept better:

KPIs: Key Performance Indicators (KPIs) measures how businesses achieve their desired results. Some common KPIs for any business includes Revenue, Profit Margin, growth, etc.

CPIs: Measure of how a company is performing for its customers.

Some common CPI metrics include Time, Convenience, Dollars saved. These are some metrics that are deemed relevant by customers. But, customers do not have a way of reflecting on these CPIs.

While companies are striving to achieve their KPIs, it’s often forgotten that, in order to achieve these goals, they manipulate customers.

Conversely, if employees are made to focus on CPIs rather than just KPIs, customer sentiment and loyalty is sure to improve.

Once a business defines its CPIs, it is imperative to measure and compare it to the relevant KPIs. The relationship established here between the CPIs-KPIs can be used to run controlled experiments.

In an age where businesses claim of customer-centric/customer-first approach, it is surprising to see that companies still focus only on company-centric metrics. If companies start acknowledging CPIs as much, there is a chance for them to outperform competitors and drive accelerated growth.