EXERCISE $12-6$ Defining Balanced Scorecard Measures $$ LO$12-1,$ LO$12-4$

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:

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$\backslash$table$[[$Learning and Growth,Internal Business Process$],["$Too many customer service employees leave our company to work for other employers.","Customers are returning too many defe$],["$We are not providing enough training to our employees.","It is taking too long to make products a$],["$Our employees are not generating enough ideas to help improve what we do$.",$"Customers have to call us repeatedly to$],[$Customer$,$Financial$],["$The number of customers we are serving seems to be shrinking.","Wall Street is becoming very concerned$],["$Customers are complaining about excessive delays with respect to receiving what they ordered.","Sales are decreasing instead of increasir$],["$We are acquiring fewer new customers from our current customers' word$-$of$-$mouth.","It takes too long to convert customer or$]]$

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

Required:

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.

As a second step, you decide to highlight the importance of defining a strategy and then linking performance measures together using ifthen hypothesis statements in a manner that reflects the chosen strategy. To illustrate this point, choose a strategy for the company based