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 business must keep and eye on revenues. In this example, we have chosen to illustrate budget compared to ordered (sold) and invoiced. The forecasted sales are also easy to see. This information is available by month, period or quarter. Additional filters can be added, enabling users to filter information on individual, team or company-levels.


Here you can measure and track important KPIs related to customer acquisition, retention or other factors. Do you want to know if you are generating enough leads to make this quarter budget? Marketing and sales performance can be measured against a target, broken down per activity or customer segment, and tracked over time.

Customer Service

The example contains important performance measurements for a company offering email support by ticketing. If you also have a call center, these metrics can be displayed. Identifying difficult cases early, knowing how service representatives perform, and monitoring SLAs, helps you avoid frustrating situations and keep customers happy.

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 thing is to get started and get a feeling for how data can be used.

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