The
perspectives are in this particular order for a reason. The higher the perspective, the
easier it is to measure, and the more visible it is, not just inside, but also outside
the organization. Companies generally put their broad, mission statement type goals
in the higher perspectives to lay out the company strategy. The lower perspectives
may include more detailed strategies or lean towards tactics for achieving the goals
of higher level perspectives.
C h a p t e r 4 : S c o r e c a r d s a n d K e y P e r f o r m a n c e I n d i c a t o r s 75
The financial perspective KPIs are usually easy to identify, but what is the overall
purpose of the business? Most businesses exist to make a profit, of course, but a
public company generally has the primary goal of increasing shareholder value.
From a financial perspective, achieving this might mean increasing profits, which
in turn might come from reducing costs, becoming the leader in a particular market
segment, and decreasing the debt burden of the company. There are generally only a
few, very high-level goals in the financial perspective.
Next comes the customer perspective, which might include such goals as
consistently meeting or exceeding expectations, being a company that it is easy
to work or partner with, providing a wide array of choices, and giving back to the
communities in which the company is located. All of these goals deal with better
serving customers and meeting their needs, as well as being a good corporate
citizen.
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