Balanced Scorecard Example 1
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Electric Utility, Inc. – Balanced Scorecard Example

Internal Processes

Customer Financial

Objectives

Targets

Initiatives

FY01

FY02

FY03

14%
6%
80%
$150

14.5%
8%
85%
$140

15%
12%
90%
$125

•Maximize returns

•ROCE

•Profitable growth

•Revenue growth

•Leverage asset base

•Asset utilization rate

•Manage operating costs

•Operating costs / customer

•Industry leading customer loyalty

•Customer Satisfaction Rating

80%

85%

90%

•Customer loyalty program

Business Growth
•Capitalize on deregulation
opportunities
•Optimize trading opportunities
•Develop innovative services
•Use alliances and joint ventures
•Leverage cross-group R&D

•% revenue from deregulated products/services
•% trading revenue
•Revenue from new services
•% customers serviced through alliances/joint ventures
•NPV product/service pipeline
•% R&D projects meeting protocol gates (D)

5%
10%
$500M
10%
$500M
90%

7%
12%
$550M
20%
$550M
95%

10%
15%
$600M
25%
$600M
100%

•Telecom infrastructure development
•Trad