Example of a business dashboard

The beauty of business dashboards is they can be set up to answer questions about specific business processes and outcomes.

Dashboards pull relevant information into one place, enabling leaders to track performance and know when there is an issue or opportunity to follow-up.

In this example,  we show an example of how data related to sales, service and customer experience is gathered and presented in a way that’s easy to understand.


Revenues and Forecasts

Every profit-making business has to monitor revenues and forecast with accuracy.  In this example, sales budget is compared to orders, invoiced and pipeline. If you select any section of the visualisation, you get a more detailed break-down of the underlying data. The better insight you have into sales processes, the easier it is to know what you can do to increase revenues.


Dashboards can measure and track almost any KPI or metric along the customer journey – from interest and acquisition through to retention and churn. Which touch points are important for you? Track them on dashboards and work systematically to improve them.

Customer Service

This example contains important performance measurements for a company that provides email support to its customers. Measuring your support team’s performance can help you improve the quality of your customer service. Measure specific parts of the support process and work to improve delivery one step at a time. Progress is measured and displayed on dashboards or TV screens, so everyone can see their effort is paying off.

Customer Feedback and Net Promoter Score

Many businesses carefully collect customer feedback, but translating feedback into actions that improve customer experience is more of a challenge. That’s when drilling down into the information, or sending notifications to your colleagues about particularly good or bad feedback is useful.

NPS in the above example is shown per customer segment. You can also track NPS during several months or a year to help steer overall direction. If you click on ‘View Comments’, a dashboard can show the open-ended comments that have been received. This way you can probe around for a clearer picture of what is driving customer experiences.


There’s no right or wrong way to set up a dashboard – adjustments can be made as you go. The important step is to select one or two company goals or KPIs, and systematically measure progress based on company data.

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