How do customers see us? (customer perspective): Most of the companies are today seeking a transition from an inside-out point of view to an outside-in point of view. In the outside world, the most important stakeholders are the customers. How a company is performing from its customers' perspective has become, therefore, a priority for top management. The balanced scorecard demands that managers translate their general mission statement on customer service into specific measures that reflect the factors that really matter to customers.

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14 Robert Kaplan and David P. Norton, "The Balanced Scorecard - Measures that drive performance", HBR, 1992.
Werner Delfmann and Sascha Albers, "Supply Chain Management in Global Context", www.uni-koeln.de/wiso-fak/planung, 2002.

* Contributed by -
Krishnakanth K. K. & Pankaj Ghai,
PGP Students.
IIM Lucknow.