FinancialPerspective

CustomerPerspective

InternalPerspective

Learning and GrowthPerspective

Human Capital

Information Capital

Organisation Capital

Productivity Strategy Growth StrategyLong-Term Value

Improve Sales Productivity

Expand RevenueOpportunities

Enhance Customer Value

Customer Value Proposition

Product / Service Attributes Relationships Image

Market research Profitability analysis Market communication

Customer database Customer analytics E-profiling/sampling Profitability analysis

Customer-focused culture Personal goal alignment Best-practice sharing

Telemarketing Product line knowledge Customer communications Partner management

Database marketing Lead management Sales force automation Web site design

Customer-focused culture Personal goal alignment Best-practice sharing

Call centre protocols Product line knowledge Problem resolution Customer feedback

Customer interaction centre Problem tracking system Order management system

Customer-focused culture Personal goal alignment Best-practice sharing

Consultative sales skills Customer/industry knowledge Product line knowledge

Customer information feedback

Portfolio planning models Integrated order management

Customer-focused culture Personal goal alignment Best-practice sharing

Customer Selection

Understand segments Screen unprofitable

customers Target high-value customers Manage the brand

Customer Acquisition

Communicate value proposition

Customise mass marketing Acquire/convert leads Develop wholesaler loyalty

networks

Customer Retention

Premium customer service “Sole source” partnerships Service excellence Lifetime customers

Customer Growth

Cross-selling Solution selling Partnering/integrated

management Customer education

PartnershipService BrandFunctionalityChoiceAvailabilityQualityPrice