A Balanced Scorecard

The customer perspective of a balanced scorecard wants to find out what the customers want the company to serve and how the company to serve them. The ultimate goal is to improve customers’ satisfaction, increase the number of loyal customers and increase the market share. Based on these, there are four measures that suggested to include in the scorecard.

First, it is the sales figure. Sales figure can directly show the satisfaction and illustrate the level of it. If the customer satisfy with the service and products, they will keep shopping in this shop. In the past five years, Sasa’s turnover increased continuously. The number was enormous. It has risen by 120%. Therefore, we can see that the customers were satisfied with the Sasa’s services and products. This can be increased overtime. The sale of a company can keep increasing when the services and products are good.

Second, it is the number of retail outlets. When the customer satisfy with the company, their demand will increase. The demand can be shown by the number of retail outlets. The more the outlets, the higher demand of its service and products, and also the higher market share. Sasa’s retail outlets has increased 70 % in past 5 years. This illustrate that there is a huge market demand. However, this measure may need to decrease overtime. Because the market is constrained. There is optimal level for the market to expand. As the time pass, the development of the whole market will slow down. The market share ma not to able to reflect the customers’ satisfaction.

Third, it is the number of complaints. Complaints can show the quality of service and product. It also state that what the customers want and their opinions. The higher the complaints, the lower the customer satisfaction. And it is harder to retain loyal customers. Also, the market share may also affected due to the bad reputation. Sasa is a tertiary production company. Therefore, it is important to measure the