Customer perspective
Customer perspective is one of the four lenses of the balanced scorecard. It asks how the firm appears to its customers, measured through satisfaction scores, retention rates, and market share.
FrameworkBalanced scorecard
See it move
A side-by-side comparison divides the customer perspective of the balanced scorecard into core outcome measures — customer satisfaction score, retention rate, new customer acquisition, and market share — and performance drivers that predict those outcomes: on-time delivery rate, complaint resolution time, and product defect rate. The note advises tracking both types whilst keeping each list short at two or three metrics.
Check yourself
A European logistics company sets a balanced-scorecard target of achieving 97% on-time delivery, tracked monthly. Within which balanced scorecard perspective should this metric be reported?