The objectives and measures of the balance scorecard

Kaplan and Norton then suggest selecting objectives and measures from among three classes of attributes. Product and service attributes (functionality, quality and price), customer relationship (quality of purchasing, experience and personal relationship) and image and reputation. The combination of this together with the core measures mentioned above help managers to focus organisational effort on delivering a superior performance to customers. .
             These customer based measures must however be translated into measures which detail what the company must do internally to meet its customers expectations. This is where the internal perspective comes into play. This deal's with the question of what business process must the organisation excel at? In order words what methods the companies will use in order to deliver the superior performance to its customers as well as to achieve their targeted financial measures. Within this perspective there are three principal business processes. These are:.
             Innovation: The balance scorecard goes beyond the simple assessment of existing processes. It can identify new processes that the organisation can implement in order to be successful. By incorporating innovation process measures, the balance scorecard provides managers with a set of tools that does not only reflect the short term, but also gives insight about the longer term.
             Operations: This process main aim is to ensure efficient, consistent and timely delivery of existing products and services to existing customers.
             Postsales Service: This includes the services that the company provides to the customer after the original sale or delivery of the service. These include warranty and repair, treatment of defects and returns and the processing and administration of payments.
             Finally from the learning and growth perspective managers look at the crucial question of how will the organisation sustain its ability to change and improve? Here the manager focuses on the organisational structures that would best fit the strategic goals that are in place.