ABSTRACT
This chapter discusses the customer perspective of the balanced scorecard. Whether these customers are internal or external is of little importance, as the techniques are the same. The chapter also discusses a variety of techniques for measuring customer satisfaction as well as the importance of innovation for attracting and retaining those customers. The Marketing Science Institute found that customers want their products and services delivered with the following four characteristics: reliability, responsiveness, assurance and empathy. In all cases, customers also want a responsive project development and support team. The goal is to select or develop and then deploy initiatives and accompanying metrics that fulfill these requirements. The company tests new ideas against existing customers or possibly a separate grouping of prospects. The Quality of Customer Experience is a set of metrics that allows the organization to assess, monitor, and manage the customer experience.
