Since the beginning of 2011 the Internet Sales Department of SNS Bank has started steering towards reaching specific targets. These targets or Key Performance Indicators (KPI’s) are the most important metrics used within the organisation. SNS Bank asked CLEVER°FRANKE to come up with a fitting solution in making these KPI’s more insightful for its employees.

SNS Bank's goal is to be the best provider of simple financial products and services. She does so with a clear range of products and services for individuals and small businesses. SNS Bank has been around for almost 200 years, employs approximately 3,000 employees and is part of the listed company SNS REAAL.

In collaboration with the project team at SNS Bank we examined the initial brief resulting in a clear debriefing. An inventory of past experiences with such internal reports, SWOT analyses, and the goals set by the management team, which led to the adoption of the following objectives:

1. The metrics should be understood by everyone in the department.
2. The metrics must be a up-to-date.
3. It must be possible to correlate data in order to fully comprehend its context.
4. No more data should be presented than is relevant to the complete department.

Through several displays placed at the Internet Sales department, the KPI’s and metrics are presented in a live dashboard environment. In this way, the various targets in relation to the data becomes quickly and clearly understandable. The dashboard can also be accessed online, and thus accessible to other departments of SNS Bank.

C°F and the SNS project team collaborated in a sketch session which investigated the possible ways visualising the KPI’s and data and what ideas were amongst SNS employees. In addition, the session also looked at the desired look and feel of the dashboard.

We translated the results of the sketch sessions into several visual concepts and subsequently assessed these together with the project team according to the preset objectives.

Ultimately, we chose for a elementary representation of the various KPI's; visualised in green (on target) or red (off target). In addition, the potential buffering or deficit of each KPI is displayed and a historical, cumulative scoring of the specific KPI can be plotted in a graph. There is also the possibility to go back in time for all the data in a timeframe of one day, week, month or year.

The most important KPI's are constantly displayed so that the different product groups are aware of each others progression at all times. Not only does this enhance cooperation within the department, but also one is able to focus on off-target KPI's when others are doing well. The overall score and bonus of the entire department is prominently shown in the top of the screen.

We developed and tested the complete and integral dashboard at CLEVER°FRANKE.

The effectiveness of the dashboard on the Internet Sales Department is currently under investigation.