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ACCA Strategic Professional · Advanced Performance Management · Data science and analytics

Corvane Bank installs dashboards showing each call-centre agent's real-time call count, average handling time and customer rating. Agents begin cutting calls short to boost the call count, and customer ratings fall. Which issue in technology-enabled performance measurement does this best illustrate?

This illustrates dysfunctional behaviour arising from measuring easily captured activity metrics. Agents shorten calls to raise call counts, harming customer ratings. Technology makes such measures simple to track in real time, but overemphasising them distorts behaviour away from overall organisational goals like service quality.

  1. AInformation overload from too many reports
  2. BData latency caused by delayed feeds
  3. CDysfunctional behaviour from measuring easily captured activity metricsCorrect
  4. DPoor data security over personal information

Explanation

Real-time capture makes activity measures like call count easy to track, and agents game them at the expense of quality. This is dysfunctional behaviour or measure fixation. Latency is not the issue as data is real time, and nothing indicates overload or a security breach.

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