Credit Card Company

Balanced Scorecard Example

Strategic
Objectives

Strategy Map (Simplified)

Financial

Increase
Shareholder
Value
Decrease
Costs

Increase
Revenue

Customer

Increase
Shareholder
Value

Increase
Shareholder
Value

Decrease Costs

Increase
Revenue

Operating
Costs

Revenue

Increase Market
Share
Improve Brand
Image

Increase
Economies of
Scale
Efficiencies
Improve Card
Offerings
Improve
po e
Marketing

Optimize
Workforce
Improve Use of
Technology
I
Increase
Workforce
Knowledge &
Skills

Increase
Market
Share

Internal
Process

Improve
Brand
Image

Increase
Economies
of Scale
Effi i
Efficiencies
i

Improve
Card
Offerings

Improve
Marketing

Optimize
Workforce

Learning &
Growth

Improve
Use of
Technology

Increase
Workforce
f
Knowledge
& Skills

Performance
Measures

Initiatives

Acquire a
competitor

Market Share
Brand
Awareness
Score

Rewards
Program

Expand into
Europe

% Decrease in
Redundancies
Revenue from
New Card
Programs
Marketing
Performance
e o a ce
Audit Score

Acquisition
Integration
Program
Expand Luxury
Card Program
New Marketing
Campaign

Productivity
Index
Technology
Gap Analysis
S
Score
Training
Effectiveness
Index

Staffing
Optimization
Analysis

Online Billing
Upgrade

Service
Training

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