Glossary

Customer management scorecard

The Customer Managment Scorecard is an integrative concept that serves to analyse purposefully the central value drivers and determinants for success in the customer management process. It also aims at providing decision-relevant information that support the analysis, planning, implementation and monitoring of programs and routines on all customer management levels.

The concept differentiates between three relevant perspectives:

• customer-related perspective – key figures about customers’ characteristics (psychological , behavioural and economic characteristics);

• instrumental perspective – key figures about the use of instruments (product, price, communication as well as distribution performance);

• process perspective – key figures about the development and value of company internal performance processes. 

Customer satisfaction and employee satisfaction are both key figures that can be incorporated into the Customer Management Scorecard.