## **Learning Outcomes**

By the end of this article, you will understand how organisations create value, the difference between critical success factors and key performance indicators, and how performance is measured. You will be able to explain the role of CSFs and KPIs in organisational strategy and identify their impact on managing and improving business results.

## **ACCA Business and Technology (BT) Syllabus**

For ACCA Business and Technology (BT), you are required to understand how organisations monitor, measure, and improve their performance. Revision in this area should focus on:

- The concept of value creation in business and why it matters for long-term success
- The definition, identification, and role of critical success factors (CSFs)
- The definition and practical application of key performance indicators (KPIs)
- How CSFs and KPIs relate to business objectives and strategy
- Methods used to measure and manage organisational performance
- Limitations of performance measurement
- The connection between performance indicators, departmental objectives, and overall value creation

## **Test Your Knowledge**

_Attempt these questions before reading this article. If you find some difficult or cannot remember the answers, remember to look more closely at that area during your revision._

1. What is the difference between a critical success factor and a key performance indicator?
2. Which of the following is the most appropriate example of a KPI for a customer service department?
   A. "Improve staff morale"
   B. "Number of customer complaints per month"
   C. "Be market leader in five years"
   D. "Develop leadership programme"
3. True or False? All KPIs are also CSFs.
4. Explain, in one sentence, how measuring performance can support value creation.

## **Introduction**

Value creation is the primary aim of any organisation—delivering goods or services that are valued by customers, investors, and other stakeholders. But delivering value requires clear goals, systematic measurement, and ongoing improvement. This is where critical success factors (CSFs) and key performance indicators (KPIs) are essential tools in both strategic planning and operational management.

> **Key Term: value creation**
> Delivering products, services, or outcomes that are perceived as valuable by stakeholders, leading to growth, sustainability, and long-term organisational success.

## Understanding Value Creation

Organisations operate to achieve objectives—often profitability or sustainability—but to do so, they must offer value to customers and other stakeholders. Value can include quality, convenience, innovation, reliability, or unique features that distinguish the organisation from its competitors.

To ensure value is created efficiently and aligned with objectives, businesses set out strategies. Monitoring progress requires identifying the factors and activities most critical to success in those strategies.

## Critical Success Factors (CSFs)

Critical success factors (CSFs) are the limited areas of activity or conditions that are essential for an organisation or department to achieve its mission and objectives. They are the things that must go right for the business to succeed.

> **Key Term: critical success factor (CSF)**
> An essential area or activity that must be performed well for an organisation to achieve its objectives.

Examples of CSFs include:

- Delivering a new product to market before competitors
- Achieving regulatory compliance
- Maintaining high customer satisfaction
- Minimising production costs

CSFs are usually few in number and may differ between organisations depending on industry, size, and strategy.

## Key Performance Indicators (KPIs)

To know whether CSFs are being achieved, organisations use key performance indicators (KPIs). KPIs are specific, measurable metrics or data points used to assess whether progress is being made towards a CSF.

> **Key Term: key performance indicator (KPI)**
> A quantifiable measurement used to evaluate the success of an activity or area in meeting a set objective.

KPIs should be:

- Directly linked to CSFs
- Specific, quantifiable, and objective
- Timely and easy to measure
- Informative for decision-making

KPIs usually provide evidence of performance in the areas that matter most. Examples of KPIs include:

- Percentage of on-time deliveries
- Net profit margin
- Staff turnover rate
- Customer satisfaction score
- Number of product defects

CSFs define "what" needs to be done, KPIs specify "how" success will be measured.

> **Key Term: performance measurement**
> The process of collecting, reporting, and analysing information on the efficiency and effectiveness of actions taken to achieve objectives.

## Linking CSFs and KPIs to Organisational Strategy

Objectives, CSFs, and KPIs form a "cascade" from high-level strategy down to individual tasks.

| Level     | Example                                     |
| --------- | ------------------------------------------- |
| Objective | "Increase market share in Europe"           |
| CSF       | "Develop new products ahead of competitors" |
| KPI       | "Number of new products launched annually"  |

Alignment is essential: KPIs that are not linked to CSFs (and, in turn, objectives) do not support strategy. CSFs that lack KPIs cannot be effectively monitored.

> **Exam Warning**
> Avoid confusing KPIs (quantitative measures) with CSFs (essential activities or conditions). A KPI measures how well a CSF is achieved—do not treat them as synonyms.

## Selecting and Setting Effective KPIs

Effective KPIs:

- Clearly reflect a CSF
- Are within the area’s control
- Can be measured regularly and accurately
- Provide information to prompt appropriate action

KPIs should be reviewed to remain relevant as strategy and operating conditions change. Too many KPIs dilute focus; too few risk missing critical issues.

### **Worked Example 1.1**

**A company wants to improve customer loyalty to support its objective of increasing recurring revenue. How should the CSF and suitable KPIs be defined?**

> **Answer:**  
> The CSF could be "building high customer loyalty." Potential KPIs might include "customer retention rate (% retained each year)," "average length of customer relationship," or "number of repeat purchases per customer per year."

## Performance Measurement in Practice

Performance measurement is essential for tracking and improving business activities. It involves selecting relevant KPIs, collecting data, analysing results, and using findings for decisions and continuous improvement.

> **Revision Tip**
> Focus on KPIs that are actionable and directly influenceable at each management level. Avoid excessively broad or irrelevant measures.

KPIs can be both financial (profit margin, return on investment) and non-financial (customer complaints, staff retention). Both types are necessary for a balanced view of performance.

### **Worked Example 1.2**

**ABC Manufacturing identifies "Operational efficiency" as a CSF. Which KPIs could ABC use, and why?**

> **Answer:**  
> Appropriate KPIs could include "unit cost per product," "equipment downtime hours," and "production per employee per shift." These allow the business to measure efficiency and identify where improvements should be targeted.

## Common Pitfalls and Limitations in Performance Measurement

Caution is needed, as performance measurement has its limits:

- "What gets measured gets managed": KPIs can distort priorities if chosen poorly.
- Over-reliance on short-term financial KPIs may neglect long-term value.
- Not all organisational value can be directly measured.
- Data may be slow to collect, inaccurate, or cost-prohibitive.

KPIs must be regularly reviewed and tested for ongoing relevance.

### **Worked Example 1.3**

**A software support team selects "average call handling time" as a KPI. What risk might this present, and how could it be addressed?**

> **Answer:**  
> Focusing solely on handling time may incentivise rushed calls and lower service quality. To avoid this, measure both handling time and customer satisfaction, balancing efficiency with effectiveness.

## Using KPIs Throughout the Organisation

KPIs can be used at different organisational levels:

- Strategic: e.g., return on capital employed (ROCE), market share
- Tactical: e.g., productivity rate, cost per unit
- Operational: e.g., orders processed daily, error rates

Departmental KPIs should feed into corporate objectives, supporting value creation at all levels.

## **Summary**

To create value, organisations must identify their critical success factors, define clear and measurable KPIs, and use these indicators to monitor and continuously improve performance. KPIs need to be selected carefully, aligned with strategic aims, and regularly reviewed for relevance and accuracy.

## **Key Point Checklist**

_This article has covered the following key knowledge points:_

- Define value creation as it applies to organisations
- Explain the meaning of critical success factors (CSFs)
- Define and provide examples of key performance indicators (KPIs)
- Distinguish CSFs from KPIs and describe their relationship
- Explain how KPIs support measurement of CSFs and overall strategy
- Identify criteria for selecting effective KPIs
- State common limitations and risks in performance measurement
- Apply KPIs across different organisational levels

## **Key Terms and Concepts**

- value creation
- critical success factor (CSF)
- key performance indicator (KPI)
- performance measurement

Value creation and performance - Critical success factors and kpis