Customer perspective

Definition (1):

Customer perspective is a viewpoint employed in the balanced scorecard to evaluate the company from the perspective of those people who buy and use its products or services.

Definition (2):

Customer perspective measures consider the organization's performance through the eyes of its customers so that the organization retains a careful focus on customer needs and satisfaction.”

Definition (3):

Studying the total customer experience-consisting of all the stages of the buying decision process and taking into consideration all the main preferred touch-points- from the customer’s own viewpoint can result in the discovery of surprisingly new customer segments and business methods.

The balanced scorecard’s customer perspective defines four strategies to follow:

  • Selecting customers
  • Acquiring customers
  • Retaining customers
  • Establishing relationships

For implementing these strategies companies need to do the following things:

  • Figuring out what their customers or clients are looking for
  • Describing the companies’ objectives from their customers’ viewpoint
  • Knowing the difference between

        a) Customer’s opinions and

        b) Customer’s activities.


 a) Customer’s opinions: Finding out what their customers think about their products or services, looking at survey information, focusing on group data, online forms of feedback, and any other means of collecting insight from their customers.

b) Customer’s activities: Finding out how their customers are behaving, monitoring their behavior. They can select for measuring renewal rates, buying behavior, size of buying’s, speed of buying, market share, etc.

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