C h a p t e r F o u r
Customer Perspective
IN THE CUSTOMER PERSPECTIVE of the Balanced Scorecard, companies identify the customer and market segments in which they have chosen to compete. These segments represent the sources that will deliver the revenue component of the company’s financial objectives. The customer perspective enables companies to align their core customer outcome measures—satisfaction, loyalty, retention, acquisition, and profitability—to targeted customers and market segments. It also enables them to identify and measure, explicitly, ...
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