Chapter 12 Performance Evaluation Using the Balanced Scorecard

Introduction When you choose a restaurant for a meal, are you concerned with: The price of the meal? How long you have to wait to be seated? The quality of the food that is served?

The Balanced Scorecard Uses a set of financial and nonfinancial measures that relate to the critical success factors of the organization. Helps to keep management focused on ALL of a company’s critical success factors, not just its financial ones. Helps to keep short-term operating performance in line with long-term strategy.

The Balanced Scorecard Approach to Performance Measurement FINANCIAL PERSPECTIVE How do we create value for our stakeholders? FINANCIAL PERSPECTIVE How do we create value for our stakeholders? CUSTOMER PERSPECTIVE How do customers view us? CUSTOMER PERSPECTIVE How do customers view us? INTERNAL BUSINESS PERSPECTIVE At what business processes must we excel? INTERNAL BUSINESS PERSPECTIVE At what business processes must we excel? LEARNING and GROWTH PERSPECTIVE How do we continue to improve, learn and grow? LEARNING and GROWTH PERSPECTIVE How do we continue to improve, learn and grow? Strategy

The Balanced Scorecard Financial Perspective Primary goal of every profit-making enterprise is to show a profit. However, here financial performance is seen in the larger context of the company’s overall goals and objectives relating to its customers and suppliers, internal processes, and employees.

The Balanced Scorecard Customer Perspective Critical success factors include increasing the quality of products and services, reducing delivery time, and increasing customer satisfaction. Measures of performance include the number of warranty claims and returned products, customer response time and the percentage of on-time deliveries, and customer complaints and repeat business. A second dimension deals with the increasing market share and penetrating new markets. Measures of performance include market share, market saturation, and new products introduced into the market place.

The Balanced Scorecard Internal Operations Perspective Deals with objectives across the company’s entire value chain—from research and development to post- sale customer service. Critical success factors improve quality throughout the production process, increasing productivity, and increasing efficiency and timeliness.

The Balanced Scorecard Learning and Growth Perspective Links the critical success factors in the other perspectives and ensures an environment that supports and allows the objectives of the other three perspectives to be achieved. Improving employee morale Increasing information systems capabilities Product innovations

A Focus on Quality QUALITY: Meeting or exceeding customers' expectations Product performs as it is intended Product must be reliable and durable These features are provided at a competitive price

A Focus on Quality ISO 9000: A set of guidelines for quality management focusing on design, production, inspection, testing, installing, and servicing of products, processes, and services. Originally developed by the ISO to control the quality of products sold in Europe.

The Costs of Quality To facilitate the comparison of the benefits of providing high-quality products or services with the costs that result from poor quality. Four general categories of quality costs include: Prevention costs Appraisal costs Internal failure costs External failure costs

The Costs of Quality Prevention Costs Costs incurred to prevent product failure from occurring. Incurred early in the value chain and includes design and engineering, as well as training, supervision, and the costs of quality improvement projects.

The Costs of Quality Appraisal (detection) Costs Incurred in inspecting, identifying, and isolating defective products and services before they reach the customer. Includes costs of inspecting raw materials, testing goods throughout the manufacturing process, and final product testing and inspection.

The Costs of Quality Internal Failure Costs Incurred once the product is produced and then determined to be defective, but before it is sold to customers. Includes the material, labor, and other manufacturing costs incurred in reworking defective products and the costs of scrap and spoilage.

The Costs of Quality External Failure Costs Incurred after a defective product is delivered to a customer. Includes the cost of repairs made under warranty, replacement of defective parts, product recalls, liability costs arising from legal actions against the seller, and eventually lost sales.

Productivity Measures Productivity is simply a measure of the relationship between outputs and inputs. How many loaves of bread are baked per bag of flour? How many cars are produced per labor hour? How many calculators are produced per machine hour? How many customers are serviced per shift?

Efficiency and Timeliness Measures Customer Response Time: the time it takes to deliver a product or service after an order is placed. Customer Places Order Customer Receives Product Order Ready for Setup Order is Set Up Product Completed Order Receipt Time Order Waiting Time Order Manufacturing Time Order Delivery Time Total Customer Response Time

Efficiency and Timeliness Measures In a brewery, beer must sit in storage vats for a period of time while waiting to be bottled or packaged for delivery. Is this “wait time” value- added or non-value- added?

End of Chapter 12 I knew I should have paid more attention to the scorecard!