Most of these goals will directly support such financial goals as increasing
profits and becoming a leader in a particular market segment, but they probably do
nothing to directly support the goal of reducing costs. Such tasks are left for the next
perspective.
The internal process perspective lays out more concrete goals. It??™s well and good
to say that the company is going to increase shareholder value, but one way it??™s
going to do that is by being an easier company with which to work, as mentioned
in the customer perspective. How it??™s going to achieve this goal could be one of the
goals in the internal process perspective: consistently provide service that impresses
customers. Other goals in the internal process perspective might include those for
acquiring new customers, such as selling the appropriate products only when needed,
and an operational goal might be to streamline the purchase process for new and
existing customers, as well as improving workflow tools for internal use.
The final perspective is that of learning and growth. Here goals might include
such things as industry expertise, effective account management, and hiring,
building, and retaining excellent employees. Other goals might include providing
the right tools to get the job done and having a clear growth path in the organization.
Sometimes companies have goals to empower employees to handle customer issues
and to effectively communicate the company goals and values to all employees.
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