Contents 

ii About the Baldrige Excellence Framework 

The Baldrige framework empowers your organization to reach its goals, improve results, and become more 

competitive. The framework consists of the Criteria, the core values and concepts, and the scoring guidelines. 

v How to Use the Baldrige Excellence Framework 

You can use this booklet as a reference, for self-assessment, or as the basis of an external assessment. 

1 Criteria for Performance Excellence Overview and Structure 

The Criteria include the Organizational Profle and seven interconnected categories. 

3 Criteria for Performance Excellence Items and Point Values 

4 Criteria for Performance Excellence 

4 Organizational Profle 

7 1 Leadership 

10 2 Strategy 

13 3 Customers 

15 4 Measurement, Analysis, and Knowledge Management 

18 5 Workforce 

21 6 Operations 

24 7 Results 

29 Scoring System 

Performance against Criteria items is scored on two evaluation dimensions: process and results. 

32 Process Scoring Guidelines 

33 Results Scoring Guidelines 

35 How to Respond to the Criteria 

This section explains how to respond most effectively to the Criteria item questions. 

38 Core Values and Concepts 

These embedded beliefs and behaviors form the foundation of the Criteria. 

44 Changes from the 2019–2020 Baldrige Excellence Framework 

46 Glossary of Key Terms 

The glossary includes defnitions of terms in SMALL CAPS in the Criteria and scoring guidelines. 

54 Index of Key Terms 

58 List of Contributors 

On the Web 

Criteria Commentary (https://www.nist.gov/baldrige/baldrige-criteria-commentary) 

 This commentary provides the “why” behind the Criteria, as well as additional examples and guidance. 

i 

From Baldrige Performance Excellence Program. 2021. 2021–2022 Baldrige Excellence Framework: Leadership and Management 

Practices for High Performance. Gaithersburg, MD: U.S. Department of Commerce, National Institute of Standards and Technology. 

https://www.nist.gov/baldrige.
3.2 Customer Engagement: How do you build relationships with customers and determine 

satisfaction and engagement? (45 pts.) 

a. CUSTOMER Experience 

(1) Relationship Management HOW do you build and manage CUSTOMER relationships? HOW do you 

• acquire CUSTOMERS and build market share; 

• manage and enhance your brand image; 

• retain CUSTOMERS, meet their requirements, and exceed their expectations in each stage of the 

CUSTOMER life cycle? 

(2) CUSTOMER Access and Support HOW do you enable CUSTOMERS to seek information and support? HOW do you 

enable them to conduct business with you? What are your KEY means of CUSTOMER support and communication? 

HOW do they vary for different CUSTOMERS, CUSTOMER groups, or market SEGMENTS, as appropriate? HOW do you 

• determine your CUSTOMERS’ KEY support requirements, and 

• DEPLOY these requirements to all people and PROCESSES involved in CUSTOMER support? 

(3) Complaint Management HOW do you manage CUSTOMER complaints? HOW do you resolve complaints 

promptly and effectively? HOW does your management of complaints enable you to recover your CUSTOMERS’ 

confdence, enhance their satisfaction and ENGAGEMENT, and avoid similar complaints in the future? 

(4) Fair Treatment HOW do your CUSTOMER experience PROCESSES ensure fair treatment for different CUSTOMERS, 

PROCESS 

CUSTOMER groups, and market SEGMENTS? 

b. Determination of CUSTOMER Satisfaction and ENGAGEMENT 

(1) Satisfaction, Dissatisfaction, and ENGAGEMENT HOW do you determine CUSTOMER satisfaction, dissatisfaction, and ENGAGEMENT? HOW do your determination methods differ among your CUSTOMER groups and market 

SEGMENTS, as appropriate? HOW do your measurements capture actionable information? 

(2) Satisfaction Relative to Other Organizations HOW do you obtain information on CUSTOMERS’ satisfaction 

with your organization relative to other organizations? HOW do you obtain information on your CUSTOMERS’ 

satisfaction 

• relative to their satisfaction with your competitors; and 

• relative to the satisfaction of CUSTOMERS of other organizations that provide similar products or to industry 

BENCHMARKS, as appropriate? 

c. Use of VOICE-OF-THE-CUSTOMER and Market Data 

HOW do you use VOICE-OF-THE-CUSTOMER and market data and information? HOW do you use VOICE-OF-THECUSTOMER and market data and information to build a more CUSTOMER-focused culture and support operational 

decision making? 

Terms in SMALL CAPS are defined in the Glossary of Key Terms (pages 46–53).

Notes 

3.2. Results for customer perceptions and actions (outcomes) should be reported in item 7.2. 

3.2a(4). You should ensure that your approaches for 

managing customer relationships, enabling customers to 

seek information and support, and managing complaints 

promote equity and inclusion, and that they do not inadvertently discriminate unfairly or inappropriately 

against specifc customers or customer groups. 

3.2b(1). Determining customer dissatisfaction should be 

seen as more than reviewing low customer satisfaction 

scores. It should be independently determined to identify 

root causes and enable a systematic remedy to avoid future 

dissatisfaction. 

3.2b(2). Information on relative satisfaction may include 

comparisons with competitors, comparisons with other organizations that deliver similar products in a noncompetitive 

marketplace, or comparisons obtained through trade or other 

organizations. Such information may also include information on why customers choose your competitors over you. 

3.2c. Customer data and information should be used to 

support the overall performance reviews addressed in 4.1b. 

Voice-of-the-customer and market data and information to 

use might include aggregated data on complaints and, as 

appropriate, data and information from social media and 

other web-based or digital sources. 

For additional guidance on this item, see the Criteria 

Commentary (https://www.nist.gov/baldrige/baldrige 

-criteria-commentary). 

14 2021–2022 Criteria for Performance Excellence