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What is a Balanced Scorecard? |
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Page 2 of 5 Customer Perspective
Robert Kaplan, one of the originators of the Balanced Scorecard, says customers concerns can generally be broken down into four areas:
- Quality
- Time
- Performance
- Service
Within each of these areas there are a number of sub-elements. Take time for example: A customer might be concerned with the amount of time a manufacturer takes to introduce new designs (design cycle), or in how quickly the manufacturer can deliver a product (production cycle).
One of the goals in this perspective is to be perceived as the most innovative supplier to the industry. Clearly then, new product introduction cycle time is a vital statistic, as is the portion of revenues generated by products or services that are less than two years old. Innovators would *not* want the additional perception of a low cost leader because low cost is inconsistent with innovator’s goals.
In the Foundation® context, measures for your customer perspective include:
- Overall Awareness
- Overall Accessibility
- December Customer Survey for a particular segment
- Weighted Average of the December Customer Surveys (the Customer value for each segment divided by the number of units sold in that segment and added across all segments)
- Accounts Receivable Lag (your credit policy)
- Weighted Average Price (weighted average as for December Customer Survey)
- Cumulative R&D Cycle Time Reduction (the percentage by which new product design time has decreased)
Unit Share for the segments in which you are focused is also a key metric.
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