Customer focus and SME performance measurement items
| Customer focus measurement items |
| CF19 = Customer focus application provides my firm with deep insight of customer needs |
| CF20 = Adoption of customer focus culture has improved my firm's business performance |
| CF21 = Co-creation practices of my firm has improved our customer focus through collaboration |
| CF22 = My firm's networking ties have enabled us to carefully focus our marketing effort to both latent and expressed customer needs |
| CF23 = My firm's customer insight practices provide accurate information for our customer focus strategy |
| CF24 = My firm uses AI and machine learning capability to identify the right customer focus areas to pursue |
| Performance measurement items |
| Financial performance (FP) |
| FP7 = My firm's profitability is satisfactory |
| FP8 = My firm's market share is high compared to competitors |
| FP9 = The financial performance of my firm is supported by a sustainable approach |
| FP10 = Maximizing profitability is a key business goal of my firm |
| FP11 = My firm plans the sales revenue growth of all products/services |
| FP12 = Managers of my firm are pursing innovative strategy to improve its return on investment, ROI |
| FP13 = Productivity improvement is important to my firm's financial objective |
| Customer performance (CP) |
| CP14 = Customer retention has increased in my firm within the last two years |
| CP15 = My firm has realized a steady increase of new customers in the last two years |
| CP16 = Product or service sales to new customers has increased in the last two years |
| CP17 = Product or service sales to existing customers has increased in the last two years |
| CP18 = Customer switching cost has increased within the last two years |
| CP19 = My firm uses innovative methods of targeting customers instead of traditional methods |
| CP20 = My firm uses technology to improve customer experience |
| Internal business process performance (IBPP) |
| IBPP21 = My firm's customer management process contributes to customer value addition |
| IBPP22 = My firm's process enhancement methodology is efficient and effective |
| IBPP23 = My firm captures employee contribution into business process designs |
| IBPP24 = My firm uses technology to develop new business processes |
| IBPP25 = Duration of production in my firm has decreased in the last two years |
| IBPP26 = Customer complaint processes duration is shorter compared to competitors |
| IBPP27 = My firm integrates customer requirement into its business processes |
| IBPP28 = My firm is resourced with technology for new product development |
| IBPP29 = My firm's internal processes contribute to customer satisfaction |
| Learning and growth performance (LGP) |
| LGP30 = My firm have sufficient skilled and motivated employees |
| LGP31 = We have quality database and information system to support our learning and growth |
| LGP32 = My firm has the right organizational culture to achieve its business process objectives |
| LGP33 = My firm provides frequent learning opportunities for our employees though different capacity building programs |
| LGP34 = My firm has seen a steady reduction in employee turn-over rate in the last two years |
| LGP35 = We use technology enabled approach to obtain customer insights |
| LGP36 = My firm integrates employee suggestions into its business process approach |
| LGP37 = Our business methodologies support knowledge and competence development |
| LGP38 = We gather new information about new products or services |
| CF19 = Customer focus application provides my firm with deep insight of customer needs |
| CF20 = Adoption of customer focus culture has improved my firm's business performance |
| CF21 = Co-creation practices of my firm has improved our customer focus through collaboration |
| CF22 = My firm's networking ties have enabled us to carefully focus our marketing effort to both latent and expressed customer needs |
| CF23 = My firm's customer insight practices provide accurate information for our customer focus strategy |
| CF24 = My firm uses AI and machine learning capability to identify the right customer focus areas to pursue |
| Financial performance (FP) |
| FP7 = My firm's profitability is satisfactory |
| FP8 = My firm's market share is high compared to competitors |
| FP9 = The financial performance of my firm is supported by a sustainable approach |
| FP10 = Maximizing profitability is a key business goal of my firm |
| FP11 = My firm plans the sales revenue growth of all products/services |
| FP12 = Managers of my firm are pursing innovative strategy to improve its return on investment, ROI |
| FP13 = Productivity improvement is important to my firm's financial objective |
| Customer performance (CP) |
| CP14 = Customer retention has increased in my firm within the last two years |
| CP15 = My firm has realized a steady increase of new customers in the last two years |
| CP16 = Product or service sales to new customers has increased in the last two years |
| CP17 = Product or service sales to existing customers has increased in the last two years |
| CP18 = Customer switching cost has increased within the last two years |
| CP19 = My firm uses innovative methods of targeting customers instead of traditional methods |
| CP20 = My firm uses technology to improve customer experience |
| Internal business process performance (IBPP) |
| IBPP21 = My firm's customer management process contributes to customer value addition |
| IBPP22 = My firm's process enhancement methodology is efficient and effective |
| IBPP23 = My firm captures employee contribution into business process designs |
| IBPP24 = My firm uses technology to develop new business processes |
| IBPP25 = Duration of production in my firm has decreased in the last two years |
| IBPP26 = Customer complaint processes duration is shorter compared to competitors |
| IBPP27 = My firm integrates customer requirement into its business processes |
| IBPP28 = My firm is resourced with technology for new product development |
| IBPP29 = My firm's internal processes contribute to customer satisfaction |
| Learning and growth performance (LGP) |
| LGP30 = My firm have sufficient skilled and motivated employees |
| LGP31 = We have quality database and information system to support our learning and growth |
| LGP32 = My firm has the right organizational culture to achieve its business process objectives |
| LGP33 = My firm provides frequent learning opportunities for our employees though different capacity building programs |
| LGP34 = My firm has seen a steady reduction in employee turn-over rate in the last two years |
| LGP35 = We use technology enabled approach to obtain customer insights |
| LGP36 = My firm integrates employee suggestions into its business process approach |
| LGP37 = Our business methodologies support knowledge and competence development |
| LGP38 = We gather new information about new products or services |
Source(s): Table 4 by Abrokwah-Larbi (2020)
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