Performance & KPI Design

KPI Redesign to Improve Conversion & Experience Consistency

Client: National home improvement retailer

Situation

Flooring installs had conversion leakage and inconsistent customer experience. Existing measures didn't isolate what store teams could influence, and some stores routed around central services, increasing variability.

Task

Create operational KPIs reflecting controllable drivers of conversion and experience quality, align stakeholders, and operationalize the metrics for coaching and field action.

Action

Created an Estimate Quality KPI based on project square footage (rather than total cost) to normalize job scope and align performance to what associates control. Created a Store-Only Request Rate KPI to surface experience fragmentation. Aligned Merchants, Store Ops, leadership, Analytics, and Field teams on definitions. Published store dashboards with associate-level drill-down and field leadership reports.

Results

• Shifted decision-making from pricing proxies to scope and behavior levers
• Improved consistency by reducing store-only workarounds
• Enabled targeted coaching via associate-level visibility