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BSC Customer
One of the aspects of the balanced scorecard framework is the customer service perspective. This perspective is based on the idea that there is "an increasing realization of the importance of customer focus and customer satisfaction in any business" (BSI, 2013). The general idea is that there is a strong link between pleasing the customer and achieving the desired financial results in particular. If nothing else, it is critical that the customer is able to be happy, because that encourages return customers, and these are essential to the success of any business. When a business pursues other objectives at the expense of the customer, then the business is unlikely to thrive.
At the Cattaraugus Rehabilitation Center, there are several elements to the customer perspective. First, the patient outcome is the most important thing. That is the reason why we are in existence, to provide the best service and outcomes to the patients. We also want for the families to be happy as well, and feel that the families are the important because they are a critical decision influencer and a support system for the patient. It is also worth considering that the objectives within the customer perspective...
This is actually a bit tricky, because many customer outcomes are not easy to measure directly. If a proxy is used, that proxy could be imperfect, leading to a relatively useless measures.
The first objective is patient outcomes, which is a medical objective in terms of the patients who have successfully completed a program at Cattaraugus. The measure here is the percentage of completions. We can set a target of 100%. If that is not a realistic number, then we should have a realistic number. So the target can be set at 90%. The second objective can be the customer satisfaction level of the family. This can be measured with surveys, and these surveys can use a Likert scale to put a number value of their level of satisfaction. As such, the survey can represent an opportunity to quantify the success level of the company.
A third objective can be to measure the number of customer complaints. This again relates to customer satisfaction, but is a fairly direct measure. The only read downside of this measure is that not everybody complains. Thus, we might not be getting the full story with this measure.
For each of these, Cattaraugus would do well to…
References
BSI. (2013). Balanced scorecard basics. Balanced Scorecard Institute. Retrieved December 8, 2013 from https://balancedscorecard.org/Resources/AbouttheBalancedScorecard/tabid/55/Default.aspx
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