Communication Performance Management
1. Definition
Communication Performance Management (CPM) is an IT-assisted integrated management and controlling system. CPM covers the entire communication value chain: planning, implementation, evaluation and analysis. It incorporates all hierarchical levels and players operating in common processes. Amalgamating different data from the levels enhances the performance of communication units.
CPM is based on the principle of Business Performance Management (BPM): information and processes are combined in a single data model that facilitates consistent usage. The aim is to provide reports, statistics and analyses previously hidden in isolated systems for use in everyday work on a real-time basis.
2. Applications
Dovetailing objectives, performance and effect enables:
- strategic alignment of all measures
- efficient, goal-directed evaluation of impact
- identification of cause-effect chains
- rapid reaction to changes in the corporate environment.
Communication Performance Management offers instruments and tools for the key areas of corporate communication:
- Communication controlling
- Reputation management
- Planning & reporting
- Issue management
- Integrated communication
- Process management
- Project management
3. Conduct
In Communication Performance Management, the involved players are networked in terms of roles and rights. Data is collected during the ongoing work process and made available. Cause-effect relationships can be evaluated in terms of objectives, target groups, measures and issues. Transfer between the qualitative and "creative" communication world and quantitative, objectifiable controlling is on the basis of indicator catalogs. These automatically provide discipline- and hierarchy-specific indicator groups covering the remits of the various communication managers. At the same time, the indicators can be aggregated via the hierarchical levels and thus facilitate all-round efficient overall control.
Procedure:
- Identify value-drivers and indicators for the units involved (strategy to operations)
- Management decision on key performance indicator model
- Present cause-effect relationships via value-driver tree
- Match and synchronize existing measuring tools
- Concretize annual targets and launch performance planning process
- Align measures to strategy
- Permanent reporting versus actual specifications
- Draft function-specific reporting formats (strategy to operations)
- Data analysis to quantify cause-effect relationships
CPM is useful both for controlling communication overall and for individual line departments. Grading and functions are based on task allocation in the organization chart. It can be used for operations (efficiency-enhancing measures), tactics (determining the right communication mix and benchmarking) and strategy (aligning corporate communication to key performance indicator, e.g. reputation).
4. Indicators
CPM enables all KPIs and other indicators to be integrated in a coherent overall context. The basis is the effect level model. An indicator grid based on the cause-effect principle is required to enable the individual categories to be compared with each other and evaluated.
5. Service provider in Germany
IPM United GmbH, consultant and und software solutions ipm-360 for implementing Communication Performance Management in the company.
6. Links
7. Further reading
8. Case studies
Please send us short texts from your projects on this topic in the same structure as the existing case studies, and more information (pdf or links) on the methods employed in as much detail as possible. Contact: redaktion
communicationcontrolling.de
