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    Customer Perspective Customer Perspective

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    Naimatul Jannat Mouly
    The document discusses the customer perspective in a balanced scorecard. It states that the customer perspective helps companies align core customer outcome measures like satisfaction, loyalty, retention and profitability. It also discusses identifying value propositions for target customers and market segments. Finally, it provides examples of how companies like Kenyon, Rockwater and Pioneer Petrolium establish customer-focused objectives and measures related to response time, quality and price as part of their value propositions.

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    Customer Perspective Customer Perspective

    Uploaded by

    Naimatul Jannat Mouly
    98 views15 pages
    The document discusses the customer perspective in a balanced scorecard. It states that the customer perspective helps companies align core customer outcome measures like satisfaction, loyalty, retention and profitability. It also discusses identifying value propositions for target customers and market segments. Finally, it provides examples of how companies like Kenyon, Rockwater and Pioneer Petrolium establish customer-focused objectives and measures related to response time, quality and price as part of their value propositions.

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    Customer-Perspective

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    The document discusses the customer perspective in a balanced scorecard. It states that the customer perspective helps companies align core customer outcome measures like satisfaction, loyalty, retention and profitability. It also discusses identifying value propositions for target customers and market segments. Finally, it provides examples of how companies like Kenyon, Rockwater and Pioneer Petrolium establish customer-focused objectives and measures related to response time, quality and price as part of their value propositions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    98 views15 pages

    Customer Perspective Customer Perspective

    Uploaded by

    Naimatul Jannat Mouly
    The document discusses the customer perspective in a balanced scorecard. It states that the customer perspective helps companies align core customer outcome measures like satisfaction, loyalty, retention and profitability. It also discusses identifying value propositions for target customers and market segments. Finally, it provides examples of how companies like Kenyon, Rockwater and Pioneer Petrolium establish customer-focused objectives and measures related to response time, quality and price as part of their value propositions.

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    Customer

    CustomerPerspective
    Perspective
    Overview
    Overview
    ▪ In the balanced scorecard, companies identify the
    customers and market segments in which they have
    chosen to compete.
    ▪ Customer perspective helps company in aligning
    core customer outcome measures including
    satisfaction, loyalty, retention, acquisition, and
    profitability.
    ▪ Identifying and measuring value propositions
    targeted to deliver customers and market segments.
    ▪ Understanding customer needs is the key.
    Previously, focus was more on developing
    capabilities concerning innovation and technology.
    ▪ Long run superior financial performance can be
    achieved by offering goods and services valued by
    the customers.
    Overview
    Overview
    ▪ Customer perspective of BSC translate their mission
    and strategy statements into specific market and
    customer-based objectives.
    ▪ Identifying value propositions, customers and
    segments and developing objectives and measures
    for the customer perspective is vital.
    Market
    Market Segmentation
    Segmentation
    ▪ Research driven strategy formulation should reveal
    different market and customer segments and their
    preferences and dimensions including price, quality,
    functionality, image, reputation, relationship and
    service.
    ▪ Company strategy can be defined in terms of the
    customers and market segments.
    ▪ Balanced scorecard should identify customer
    objectives in each targeted segment.
    ▪ Essence of strategy is choosing what to do and
    what not to do.
    Customer
    Customer Core
    Core Measurement
    Measurement
    Group
    Group
    ▪ Market share
    ▪ Customer retention
    ▪ Customer acquisition
    ▪ Customer satisfaction
    ▪ Customer profitability
    Beyond
    Beyond the
    the Core:
    Core: Measuring
    Measuring Customer
    Customer
    Value
    Value Propositions
    Propositions

    ▪ Product/service attributes
    ▪ Customer relationship
    ▪ Image and reputation
    Kenyon
    Kenyon stores:
    stores: Direct
    Direct selling
    selling to
    to
    mass
    mass market
    market
    ▪ Development of customer objectives by defining
    customer strategy.
    ▪ Product attributes
    ▪ Relationship: The shopping experience
    ▪ Brand and image
    Rockwater
    Rockwater :: Direct
    Direct Selling
    Selling to
    to
    Individual
    Individual Customers
    Customers
    Pioneer
    Pioneer Petrolium
    Petrolium :: Selling
    Selling to
    to
    Mass
    Mass Market
    Market
    Time,
    Time, Quality
    Quality and
    and Price
    Price

    ▪ The case studies of Kenyon, Rockwater and


    Pioneer Petrolium show how objectives can be
    established for the value propositions delivered to
    target customers.
    ▪ Virtually all value propositions typically incorporate
    measures related to the response time, quality and
    price of customer based processes.
    Thank You

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