Askew Company is interested in adopting the balanced scorecard. As a first step, the company just completed a brainstorming activity to define areas where it needs to improve with respect to learning and growth, internal business process performance, customer satisfaction, and financial results. The results of its brainstorming session are summarized below:

The company has asked you to guide its balanced scorecard implementation process from this point forward.

Required:

1. As a first step, you decide to explain that the insights from the company’s brainstorming session need to be translated into performance measures that can be tracked and managed. To illustrate this point, provide one example of a plausible performance measure for each comment raised during the company’s brainstorming session.

2. As a second step, you decide to highlight the importance of defining a strategy and then linking performance measures together using if-then hypothesis statements in a manner that reflects the chosen strategy. To illustrate this point, choose a strategy for the company based on its brainstorming goals (either product leadership, operational excellence, or customer intimacy) and define three plausible if-then hypothesis statements using some of your measures from requirement 1. Use a + or − to indicate whether each performance measure should increase or decrease.

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Learning and Growth Internal Business Process "Too many customer service employees leave our company to work for other employers." "We are not providing enough training to our employees." "Our employees are not generating enough ideas to help improve what we do." "Customers are returning too many defective products." "It is taking too long to make products and ship them to customers." "Customers have to call us repeatedly to get problems solved." Customer Financlal "The number of customers we are serving seems to be shrinking." "Customers are complaining about excessive delays with respect to receiving what they "Wall Street is becoming very concerned about our future." "Sales are decreasing instead of increasing." "It takes too long to convert customer orders ordered." into cash." "We are acquiring fewer new customers from our current customers' word-of-mouth."