An internal announcement can reach every inbox and still fail if employees do not understand what changed. Define the audience, decision, required action, and baseline first. Then combine channel delivery data with comprehension, feedback, and action measures. Protect employee privacy, report aggregate results where appropriate, and avoid using a communication survey to punish people for asking questions.
A practical KPI ladder
Delivery
Count eligible employees and confirmed delivery by channel. An email-open estimate is not proof that a message was read.
Attention
Measure attendance, page visits, or document access with a comparable denominator. Consider employees who cannot use that channel.
Understanding
Ask a short, neutral question about the actual change or next step. Let employees say 'not sure' and explain confusion in their own words.
Action
Record completion of the required task, use of a new process, or attendance at required training, with the right time window.
Outcome
Look for the intended operational effect—fewer avoidable errors, faster routing, or better service—while considering other causes.
Worked example: a policy update
Suppose a company changes its expense-approval process. The objective is not 'send the email to 100% of staff'; it is for affected staff to submit eligible claims through the new process by a specified date. Measure delivery to affected employees, a short comprehension check, help-desk questions, and correctly routed submissions. If staff are confused, revise the instructions instead of declaring success from the open rate.
Segment results only when group sizes allow responsible interpretation and anonymity. A shift worker, contractor, or remote colleague may not receive the same message at the same time. Make access equitable before comparing performance across teams.
Report with context
AMEC distinguishes outputs such as distribution from out-takes such as understanding, and outcomes such as changed behavior. State which level each KPI represents. A rising number of questions can mean clearer routes for feedback rather than worse communication; review the substance and timing of the questions.