Credit Card Company Balanced Scorecard Example

Strategy Map (Simplified) Financial Strategic Objectives Performance Measures Initiatives Increase Shareholder Value Decrease Costs Customer Increase Market Share Internal Process Increase Economies of Scale Effi i Efficiencies i Learning & Growth Optimize Workforce Improve Use of Technology Increase Workforce f Knowledge & Skills Improve Card Offerings Improve Brand Image Increase Revenue

Increase Shareholder Value Decrease Costs Increase Revenue Increase Market Share Improve Brand Image

Increase Shareholder Value Operating Costs Revenue Market Share Brand Awareness Score

Acquire a competitor

Rewards Program Expand into Europe Acquisition Integration Program Expand Luxury Card Program New Marketing Campaign Staffing Optimization Analysis Online Billing Upgrade Service Training

Improve Marketing

Increase Economies of Scale Efficiencies Improve Card Offerings Improve po e Marketing Optimize Workforce Improve Use of Technology I Increase Workforce Knowledge & Skills

% Decrease in Redundancies Revenue from New Card Programs Marketing Performance e o a ce Audit Score Productivity Index Technology Gap Analysis S Score Training Effectiveness Index

2008 Balanced Scorecard Institute, a Strategy Management Group company. All rights reserved. Do not copy without permission.