Module 2 – Case
BSC FLEXIBILITY & THE CUSTOMER PERSPECTIVE
Assignment Overview
In the last module we looked at the Balanced Scorecard and
how it is implemented from more of a purist’s approach and just touched on the
flexibility of the tool. In this module, we are going to look at the BSC from
more of an adaptive approach. That is to say, how adaptable is this tool given
the wide variety of organizations out there in the world.
In this assignment you are asked to study the required
readings and to read the following case study:
Basu, R., Little, C., & Millard, C. (2009). Case study:
A fresh approach of the balanced scorecard in the Heathrow Terminal 5 project.
Measuring Business Excellence. 13(4). 22-33. Retrieved from
http://www.perf-ex.co.uk/wp-content/uploads/2012/04/T5-case-study-MBE-papaer.pdf
After reading this article, write an essay in which you
compare and contrast the balanced scorecard utilized by the British Airport
Authority (BAA) at Heathrow Airport’s Terminal 5 project with the standard
quadrants typically applied in a traditional BSC approach (financial focus, Internal
focus, Learning and Growth focus, and Customer focus). That is to say, the
Terminal 5 project was a large, public construction project using private
contractors. Yet, the BSC approach is also applied to the manufacturing sector,
health care sector, and is applied in both private and public organizations. So
you’ll want to consider how the T5 project adapted the BSC approach to fit the
prevailing circumstances to help formulate your arguments.
Assignment Expectations
In formulating your essay you need to discuss to what degree
the evidence suggests the balanced scorecard approach is amenable to most
organizations.
Introduction: In this part of your essay you will need to
introduce your topic and provide a very brief overview of the key points you
plan to make in your paper.
Analysis: In this section you will present the actual
comparison and contrast between BAA’s approach to the Balanced Scorecard and
more traditional approaches.
Conclusion: Wrap up your argument with a clear and cogent
synopsis of your findings. Do your best to convince your reader (aka, your professor)
as to your position.
Additional Instructions: Your essay should be 3 to 4 pages
in length (not counting your title page or references). You must include a list
of references. APA formatting is preferred. Do not paste in sections of text
into your essay. All of your work must be written in your own words. It’s OK to
use a short quote now and again, but quotations must be in quotation marks and
properly cited. In-text citations should be used anytime you are borrowing
somebody else’s ideas, or information. That is to say, if you are borrowing a
thought from a publication from F. Leghorn’s article written in 2010, that
section of text must be followed with (Leghorn, 2010). Quotations, data, and
general ideas (put into your own words) should all be cited.
Module 2 – SLP
BSC FLEXIBILITY & THE CUSTOMER PERSPECTIVE
For Module 2, consider your organization’s mission and
strategy from the perspective of its potential, prospective, and present customers.
In this section of the assignment you’ll begin to identify objectives and
measures relevant to that perspective. Refer back to this presentation on
objectives if you need to.
SLP Assignment Expectations
Once you’re reasonably clear on what’s involved, think about
your organization and its customers/clients/users/service recipients/whatever-you-wish-to-call-them,
and then:
Identify at least three objectives for the organization’s
customer service perspective and show how they relate to the mission, vision
and strategy of the organization.
For each objective, develop at least one meaningful
performance measure (metric).
For each objective, identify at least one expected level of
performance (target).
For each objective, identify at least one new action or
program that needs to be developed to ensure successful implementation of the
organization’s strategy (initiative).
Comment briefly on the relationships of the customer service
objectives that you’ve identified here to the financial objectives that you
identified in the Module 1 SLP assignment. How do they help to fulfill those
objectives? If they don’t (and they don’t have to), what makes them more
important than objectives that would relate to finances?
Finally, do you wish to make any changes to your Module 1
objective write-up in light of your Module 2 experience?
Here’s a table that you may wish to copy and fill in (the
boxes are expandable – take all the space you need to be complete in your descriptions.
No more than 2-3 pages should be necessary.)
Objective
Measure
Target
Action
Relationships to other objectives
Revisions (if any) to Module 1 Objectives
Objective/Module
Measure
Target
Action
