A company used KPIs (Key Performance Indicators) to optimise their customer service call handling. Reprimanding customer service representatives for taking too long on the calls and awarding them for quick turn arounds; to reduce customer wait time and increase customer service numbers.

Result? KPIs showed vast improvement! Perfection at last!

Well… Not exactly.

Their customer survey took a HUGE nose dive!

Customer service responses became short and sharp. The representatives did not listen to customers properly; even worse, some hang up when customers had complex problems! After all, spending too much time with a customer negatively impacted their KPI!

In my career, I have encountered many such examples where KPI results and outcome didn’t align.

These examples don’t mean KPI principles are wrong. They demonstrate that applying a simple algorithm without fully considering all the underlying complexities provides unexpected results.


SAM (SmarterApproach® Methodology) takes care of complexities behind the scene to ease decision making on complex mission-critical matters. SAM provides clarity and focus for clients to solve complex problems that lay ahead,

Sally M Solaymantash