Scorecard

The Customer Management Scorecard is a fairly new management tool that was developed in accordance with the balanced scorecard concept. First articles on the subject were published in 2003.

The integrative concept of the Customer Management Scorecard 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:

1. customer-related perspective – key figures about customers’ characteristics such as psychological, behavioural and economic characteristics;
2. instrumental perspective – key figures about the use of instruments, that is product, price, communication as well as distribution performance;
3. process perspective – key figures about the development and value of company internal performance processes, that is employee perspective as well as efficiency in goods and service performance processes. 
   

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

Literature

„The Customer Management Scorecard“; Neil Woodcock, Merlin Stone, Bryan Foss
Kogan Page, 1. January 2003;
€ 56,50; ISBN 0749438959