Balanced Scorecard
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Transcript of Balanced Scorecard
Balanced Scorecard
Objective
• Provide a more complete and balanced view of corporate performance
• Give senior managers a concise but comprehensive view of the business
• Balanced Scorecard (BSC) approach described by Kaplan and Norton
Premise
• “Measurement motivates”
Measurable Items
• Broadened set of measurable items to complement financial measures
• Multiple measures provide balanced perspective
• Included customer, internal process, and learning and growth measures
Perspective
• Traditional financial metrics are backward-looking
• Now look at “leading indicators” that are predictors of future success
Performance Perspectives
• Customer perspective
• Internal perspective
• Innovation and learning perspective
• Financial perspective
Use of BSC
• BSC is deployed in more than half the Fortune 500 companies*
Intelligent Enterprise, July 2002
What is the BSC?InitiativesTargetsMeasuresObjectives
FinancialTo succeed financially, how should we appear to our shareholders?
InitiativesTargetsMeasuresObjectives
Learning & GrowthTo achieve our vision, how will we sustain our ability to change and improve?
InitiativesTargets
CustomerObjectives
Internal Business Process
To satisfy our shareholders and customers, what business processes must we excel at?
VISION AND
STRATEGY
Customer Perspective
• Who are our customers?• What is our value proposition?
– Operational excellence (Wal-Mart)– Product leadership (Nike)– Customer intimacy (Nordstrom)
Internal Process Perspective
• What are our key processes?• Should be based on our value proposition
– Operational excellence (Wal-Mart)– Product leadership (Nike)– Customer intimacy (Nordstrom)
Learning and Growth Perspective
• Do we have key skills and information systems?
• Where are the gaps?
Financial Perspective
• Profitability...
Developing Objectives - Customers
• Who are our customers, and what is our value proposition in serving them?– Customer intimacy – increase customer
retention
Developing Objectives – Internal Processes
• To satisfy our customers and shareholders, at what processes should we excel?– Customer objective processes
Developing Objectives - Financial
• What financial steps are necessary to ensure the execution of our strategy?– Cost-leadership – lower unit costs
Developing Objectives – Internal Employee Learning
• What capabilities and tools do our employees require to help them execute our strategy?– Skill gap– Information systems
Commonly Used Financial Measures
• Total assets• Total assets per
employee• Profits as a % of total
assets• Return on total assets• Revenues/total assets• Gross Margin
• Net Income• Profit as a % of sales• Profit per employee• Revenue• Revenue from new
products• ROE• ROI
Commonly Used Customer Measures
• Customer Satisfaction• Customer Loyalty• Market Share• Customer Complaints• Return rates• Response time• Direct Price
• Price relative to competition
• Total cost to customer• Customers lost• Customer retention• Customer acquisition
costs• Number of customers
Commonly Used Internal Process Measures
• Average cost per transaction
• On-time delivery• Average lead time• Patents pending• Stockouts• Labor utilization rates
• Response time to requests
• Defect percentage• Breakeven time• Cycle time• Warranty claims• Waste reduction
Commonly Used Learning and Growth Measures
• Employee participation
• Training investment• Average years of
service• Turnover rate• Employee suggestions
• Motivation index• Diversity rates• Quality of work
environment• Training hours• Reportable accidents• Ethics violations
Example
Holding Company
Subsidiary 1 Subsidiary 2 Subsidiary 3 Subsidiary 4
Subsidiary ScorecardExample
• Consolidated ROA
• Subsidiary on-time goals by month
• Subsidiary baggage handling goals by month
• Subsidiary operational dependability goal by month
Link Measurements to Strategy
• Define mission and strategy
• Determine how performance will differ if I succeed with vision
• Determine Critical Success Factors
• Determine critical measurements
Implementation
• 3-4 measures per perspective• Frequency of measurement• Establishing targets• Performance measurement• Incentive systems
Building a Balanced Scorecard
• Preparation• Interviews (first round)• Executive workshop (first round)• Interviews (second round)• Executive workshop (second round)• Implementation• Periodic reviews
First Generation BSC
• BSC software developed and designed as reporting or management dashboard tools
• First applications to integrate financial and non-financial reporting
• “Red, yellow, green” reporting of achievement of targets
Goal of First Generation BSC Reporting
• Quickly understand health of organization
• Focus attention on areas requiring attention
Evolution of BSC
• Use BSC to help implement and manage strategy
Strategy Map
Strategy-Focused Organization
• Executive leadership to lead change• Translate strategy into operational terms• Align organization to strategy• Make strategy everyone’s job• Make strategy a continual process
Sources
• BSCol Functional Standards– www.bscol.com/standards
• Balanced Scorecard Institute– www.balancedscorecard.org