Paper P5: Advanced performance management
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The balanced scorecard approach
The balanced scorecard: four perspectives of performance
Using the balanced scorecard
Conflicting targets for the four perspectives
1 The balanced scorecard approach
1.1 The balanced scorecard: four perspectives of performance
The balanced scorecard approach is an approach to measuring performance in
relation to long-term objectives. This approach to target setting and performance
measurement was developed by Kaplan and Norton in the 1990s. The most
important objective for business entities is a financial objective, but to achieve long-
term financial objectives, it is important to achieve goals or targets that are non-
financial in nature as well as financial.
The reason for having a balanced scorecard is that by setting targets for several key
factors, managers will take a more balanced and long-term view about what they
should be trying to achieve. A balanced scorecard approach should remove the
emphasis on financial targets and short-term results.
In a balanced scorecard, critical success factors are identified for four aspects of
performance, or four ‘perspectives’:
customer perspective
internal perspective
innovation and learning perspective
financial perspective.
Perspective The key question
Customer
perspective
What do customers value? By recognising what customers value
most from the organisation, the organisation can focus
performance on satisfying the customer more effectively. Targets
might be developed for performance such as cost (value for
money), quality or place of delivery.
Having established targets for performance, actual achievements
should be monitored. Actual performance will help to answer
another key question: How do customers see us?
Internal
perspective
What must we excel at? To achieve its financial and customer
objectives, what processes must the organisation perform with
excellence? Management should identify the key aspects of
operational performance and seek to achieve or maintain
excellence in this area.
Targets should be established and actual perfformance compared
with the targets.