Activity based measures focus on individual tasks required to process and ship orders. Examples include customer orders entered, cases received from suppliers, cases shipped to customers. These measures record the level of activity and in some instances the level of productivity.
While activity based measures focus on the efficiency and effectiveness of primary work efforts they do not usually measure the performance of the overall process of satisfying customers. For example order takers who are judged on the number of calls per hour may be rated high with respect to activity based measurement may do poorly in the overall satisfaction process because they fail to take the time to listen carefully to customers. For this reason it is important that some performance measures taken an overall process perspective.
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