Strategy

Balanced Scorecard

Framework quản lý chiến lược qua 4 perspectives: Financial, Customer, Internal Process, và Learning & Growth

strategyperformance-managementkpibalanced-approach

Balanced Scorecard (BSC) được Robert Kaplan và David Norton tạo ra để giải quyết vấn đề: organizations quá focus vào financial metrics và bỏ qua drivers của long-term success.

Vấn đề với Traditional Metrics

Financial metrics là lagging indicators - chúng cho biết quá khứ. BSC thêm leading indicators để predict tương lai.

4 Perspectives tạo Balance

Mỗi perspective có objectives, measures, targets, và initiatives riêng, nhưng tất cả link với nhau trong strategy map.

Components

1

Financial Perspective

Objectives về financial performance (revenue, profit, ROI)

Lagging indicators - results của actions trong other perspectives

2

Customer Perspective

Objectives về customer satisfaction, retention, market share

How customers see us - leading indicator của financial success

3

Internal Process Perspective

Objectives về process efficiency, quality, innovation

What we must excel at - enables customer và financial objectives

4

Learning & Growth Perspective

Objectives về employee skills, culture, technology infrastructure

Foundation - enables all other perspectives

5

Strategy Map

Visual representation của cause-effect relationships giữa objectives

Shows how learning & growth → processes → customer → financial

When to Use

  • ✓Translating strategy thành actionable metrics
  • ✓Aligning organization around strategy
  • ✓Monitoring strategy execution
  • ✓Communicating strategy to stakeholders
  • ✓Balancing short-term và long-term goals

Benefits

  • +Holistic view của performance
  • +Links strategy to operations
  • +Balances leading và lagging indicators
  • +Clarifies cause-effect relationships
  • +Improves strategic communication

Limitations

  • !Complex to implement properly
  • !Requires significant effort to maintain
  • !Can become bureaucratic
  • !Risk of too many metrics
  • !Needs strong leadership support

Real-World Examples

Bank Turnaround

Industry: Banking

Regional bank struggling với profitability. BSC revealed problem: poor customer satisfaction (Customer) due to slow processes (Internal) caused by outdated systems (Learning & Growth). Fixed foundation first, results followed.

Outcome: Customer satisfaction +40%, profitability +25% in 2 years

Resources

book

The Balanced Scorecard

Original book introducing BSC framework

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Jobs-to-be-Done

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