# Presentation: 354527

## Performance Management Using the Balanced Scorecard Approach

- Office of Quality Management
- Office of Research Services
- National Institutes of Health
**September 2005**

## For more information on Performance Management in the Office of Research Services:
http://www.nih.gov/od/ors/od/oqm/pm/index_pm.htm

Or Contact:
Carmen Kaplan
Culberta@ors.od.nih.gov
(301) 402-3440

Acknowledgments
This training was developed by the Balanced Scorecard for Government, Inc., in collaboration with the Office of Quality Management.  

- http://www.nih.gov/od/ors/od/oqm/pm/index_pm.htm
**Or Contact:**
- Carmen Kaplan
- Culberta@ors.od.nih.gov
- (301) 402-3440
**Acknowledgments**
- This training was developed by the Balanced Scorecard for Government, Inc., in collaboration with the Office of Quality Management.

## Training Objectives

- Discuss how to develop a sound value proposition
- Revisit how to define strategy
- Review how to dvelop objectives for the four BSC perspectives:
- Customer
- Internal Business Process
- Learning and Growth
- Financial

## Value Proposition

- The Value Proposition should be established with the Research Community in mind and should be derived using the following formula:
- Value = Product and/or service attributes + image + relationship
- The value proposition should establish _why we do_ what we do, and _what impact does it have_ on the community for whom we provide our services.

## What is the value propositionfor your Service Group?

- What is the contribution that we make to the NIH Research Community and other interested parties?
- Customers
- Stakeholders
- It is a theory that must be tested

## First, you must consider “Who are our customers?”

**Customers:**
- Are the recipients of our goods and services
- Are the direct beneficiaries
- May also be stakeholders

**Stakeholders:**
- Influence budget, funding, and resource allocations
- Are alter egos of customers
- Fill a stewardship or regulatory role

**Note:  ****	****Customer segmentation data should clarify your customers/stakeholders.**

## Customers
The NIH Institutes 
ORS program managers
ORS service providers
ORS administrators

- The NIH Institutes
- ORS program managers
- ORS service providers
- ORS administrators

**Stakeholders**
- ORS Advisory Committee
- IWG and MBWG
- FARB
- DHHS
- OMB/GAO/Congress
- OSHA
- JCAHO/AAALAC

**EXAMPLE**

## Why do we distinguish stakeholders from other customers?

- Stakeholders have different issues
- Need different approach
- Stakeholders can increase or decrease funding (regardless of how customers feel)
- Stakeholders can formulate or influence policy
- Customers and stakeholders may each value something different

## What do customers really want?

- What value do we provide to customers?
- What would happen to customers if we were no longer around?
- How much are customers willing to pay for our products/services?
- What is our obligation to customers?
- What can we do to ensure their support?
- What can we do to better educate them?

## What do stakeholders really want?

- What do our stakeholders value?
- How does what they value differ from what our customers value?
- What is our obligation to stakeholders?
- What can we do to ensure their support?
- What can we do to better educate them?

## The Value Proposition

***Generic Model  ************ The value proposition should establish “why”***

***Example:  Federal Agency***

**Personal Relationships**
**(Customers)**

**Accessible (Services)**

**Consistent**
**(Products)**

**Dedicated**
**(People)**

**Professional**
**(Staff)**

**Product/Service Attributes**

**Image**

**Relationship**

**Value =    (Product / Service Attributes)    +    Image   +   Relationship**

**EXAMPLE**

**Service Oriented**
**(Employees)**

- “We bring value to NIH by providing our customers with convenient, accessible, and consistent services to ensure that visiting scientists acquire the required visas in the least amount of time at the best price to the agency.”

**VALUE PROPOSITION STATEMENT**

**The Value Proposition**

## What value do we offer our customers/stakeholders? 

**Value =    (Product / Service Attributes)    +    Image   +   Relationship**

**Why are you in business?**

## Type your Value Proposition on your Performance Management Plan (PMP)

**Type your Value Proposition on your Performance Management Plan (PMP)**

## What is strategy?

**What is strategy?**

**Strategy**

## Revisit Strategy

## The BSC Provides Structure and Context for Effective Strategic Management

## Strategic Management Is Based Upon a “Double Loop” Learning Approach

***Financial***
***Perspective***

***Customer***
***Perspective***

***Internal***
***Perspective***

**The Strategy**

***Learning Perspective***

***Strategic Learning Loop***

**Performance**

**Initiatives & Programs**

**test the hypotheses**

**output**

***result***

***Operational Control Loop***

**corrections**

**input**

**Financial**

**Cust**

**Internal**

**L&G**

**Strategic Objectives**
- Financially Strong
- Delight the Consumer
- Win-Win Relationship
- Safe & Reliable
- Competitive Supplier
- Motivated & Prepared

**Strategic Measures**
- Return of Capital Employed
- Mystery Shopper Rating
- Dealer/Pioneer Gross Profit Split
- Manufacturing Reliability Index
- Days Away from Work Rate
- Laid Down Cost vs. Best Competitive Ratable Supply
- Strategic Competency Availability

**Balanced Scorecard**

**update the strategy**

**Strategic****Feedback****& Learning**

**Strategic Management Is Based Upon a ****“Double Loop” Learning Approach**

## Elaborate on Your Strategy

**Think more deeply about your strategy choices **
- Write your own strategy statement
- May help to develop a strategy map
**What may help with expanding your thinking on strategy?**
- What demands are the customers or “chain of command” placing on the Service Group?
- Are your customer demands for services changing dramatically?
- Has the environment changed to require new products/services, or service levels, from your group?
- Are there expectation for reduced unit cost?
- What is the future direction of your Service Group?

## Describe Service Group Strategy on your Performance Management Plan (PMP)

**Describe Service Group Strategy on your Performance Management Plan (PMP)**

## From Strategy to Objectives.....

**Next, our focus will be on crafting the objectives.**
***Objectives should enable the achievement of your value proposition and strategy.***

## Constructing the Performance Management Plan Objectives

## Objectives

**Perspective**
**Customer**
**Internal Business Process**
**Learning and Growth**
**Financial**

**Information Needed**
- Customer/stakeholder segmentation, value proposition and strategy
- Process maps, process data, value proposition and strategy
- Future needs of the customer and the organization, enablers (people, tools, culture) to get there, value proposition and strategy
- Customer demands for services/service levels, willingness to pay for services, funding levels available for Service Group, value proposition and strategy

**Objectives are a means to achieve**
**your value proposition and strategy.**

## Crafting Objectives By Perspective

***Financial***

***Learning & Growth***

***Customer***

***Internal Processes***

## Customer Perspective

## What Do Our Customers Really Want?

- (Outcome or “end-state”)
- What are we really trying to accomplish as a Service Group?
- What outcomes are we offering customers with our Service Group/Discrete Service offerings?
- What will our customer base look like 5-7 years from now?
- What will our customer needs be in the future?

## Customer Objectives 

- Increased customer satisfaction
- Increased customer loyalty (repeat business)
- Best value products and services (repeat business, word of mouth referrals, requests for partnerships
- New customer acquisition and increase in market share
- Supplier of choice (word of mouth referrals, repeat business
- Collaborator of choice (request for project/scientific collaborations

**EXAMPLE**
**OBJECTIVES**

## Internal Business Process Perspective

## What is Your Value Chain?

**What is Your Value Chain?**

- How do we get new demand? Where does it come from?
- What processes do we need to perform very well? (process maps)
- How do we complete the work? (deployment flowcharts)
- How do we deliver it to our customers?
- How can we improve our processes to meet attributes identified in the value proposition?

## Review Process Maps

**Review Process Maps**

**EXAMPLE**

## Internal Business Processes

- What is the value we offer to our customers?
- 	(How do we create value for our customers, stakeholders, employees) through our processes?
- What key processes do we need to focus on?
- What aspects of the processes are important (e.g., predictable performance, efficient, safe)

## What improvements can be made in our internal processes?

- What do we need to do better to make our customers happy?
- Can we be more efficient or more effective at what we do?

## Internal Business Process Objectives

- Prompt (fast) delivery of products and services
- Faster response to customer requests
- Reduced cycle time
- Increased capacity
- Lower error rate
- Reduced rework
- Improved quality

**EXAMPLE**
**OBJECTIVES**

## Learning & Growth Perspective

## Learning & Growth

- The formula for this perspective is a function of:
- People, Tools, and Climate
**Learning and Growth objectives are a function of future customer and organizational needs.**

## The Learning & Growth Perspective

**= ƒ**

**People**

**Tools**

**Climate**

**,**

**,**

**Organization Learning & Growth  **

**People, Learning & Growth Categories**

**What are the future needs of our Service Group in terms of:**

## What “enablers” will prepare us for the future?

**= ƒ**

**People**

**Tools**

**Climate**

**,**

**,**

**Organization Learning & Growth  **

**Typical Learning & Growth Objectives**

***Skills ***
***& Competencies***

- Engineering skills
- Training to required levels
- Program Management skills

***Knowledge***
***& Technology Assets***

- Technologies
- Databases
- Experience captured
- Best practices

***Climate for***
***Action***

- Leadership
- Alignment
- Results Oriented
- Teaming

**EXAMPLE**

## What do our employees need to help us achieve our goals?

- What skills need to be addressed?
- What will the knowledge and skill needs be over the next 5-7 years?
- Do we need to train/recruit/contract out?

## Learning & Growth Objectives 

- High quality work environment
- Diverse, mobile workforce
- Workforce is recognized and rewarded
- Knowledge is a valued asset
- Increased skills among employees
- Innovative people who take risks
- Right staff for “ORS of the future”

**EXAMPLE**
**OBJECTIVES**

## Financial Perspective

## Financial

**Financial**

- This perspective is typically composed of the following elements:
- Funding (Revenue)
- Cost (expenses)
- Demonstrated savings
- What will our financial requirements be in the future?

***It is always about the ***_***value***_*** we offer to the organization.***

## What do our financial stakeholders expect from us?

- Can we do this now?
- How can we contribute?
- Can we increase revenue?
- What cost savings can we realize?
- What obligation do we have in our spending activities?
- How do we manage the gap between customer demand and funding levels?

## Financial Objectives

- Lower unit cost
- Acceptable total ownership cost
- Improved management of resources
- Improved utilization of assets
- Investment in products for future capabilities

**EXAMPLE**
**OBJECTIVES**

## Generating and Finalizing Objectives

- New Teams.....
- Recommend about 2 sessions with the Performance Management (PM) Team and your consultant
- Identify pool of objectives
- Narrow objectives to critical few in each perspective
- Consultant can lead team through use of “identification and selection” procedure to gather Team’s input and consolidate the list of objectives
- Enter objectives onto the Service Group’s Performance Management Plan (PMP)

## Enter Your Objectives on your Performance Management Plan (PMP)- available on the web page

## Resist The Urge To Jump Ahead

- At this point most people jump into measures...and when they get there, they start listing all of the “action items”
- There is one last step before moving to measures...

## Enter Your Objectives on your Performance Management Plan (PMP)- available on the web page

## Define Objectives (cont.)Common ORS Objectives

**Objective**
**C1:  Increase customer satisfaction**
**F1:  Minimize unit cost at a defined service level.  **

**Description**
- C1:  A relationship with the people we serve that increasingly promotes good will, repeat business, commendations, and minimal complaints.
- F1:  Understanding the total dollar cost to provide measurable service and products at agreed upon terms in order to reduce these costs to levels that meet or exceed customer expectations of market prices.

**EXAMPLE**

## Summary

- This training has given you new information that your Team can use to develop your PM roadmap:
- Value Proposition
- Strategy
- Objectives
- Customer
- Internal Business Process
- Learning and Growth
- Financial