Customer Perspective

In the customer perspective of the Balanced Scorecard, companies identify the customer and market segments in which they have chosen to compete. These segments represent the sources that will deliver the revenue component of the company's financial objectives. This chapter illustrates how the customer perspective enables companies to align their core customer outcome measures--satisfaction, loyalty, retention, acquisition, and profitability--to targeted customers and market segments, and to identify and measure the value propositions being delivered to these segments.