190 • 100 GREAT BUSINESS IDEAS
Two of the highest-profi le and most successful examples of the
balanced scorecard at work are provided by Mobil Oil (now Exxon
Mobil) and CIGNA Insurance. Exxon moved from last to fi rst in
profi tability within its industry from 1993 to 1995—a position it
maintained for four years. CIGNA Insurance was losing $1 million
a day in 1993, but within two years it was in the top quartile of
profi tability in its industry. Both organizations attribute a signifi cant
element of their success to the balanced scorecard.
In practice
The type, size, and structure of an organization will determine the
detail of the implementation process. However, the main stages
involved are as follows:
- Preparing and defi ning the strategy. The fi rst requirement is to
clearly defi ne and communicate the strategy, ensuring that
people have an understanding of the strategic objectives or goals,
and the three or four critical success factors that are fundamental
to achieving each objective or goal. - Deciding what to measure. Goals and measures should be
determined for each of the four perspectives: fi nancial,
customers, internal processes, and innovation and learning
perspective. Examples for each are shown opposite. - Finalizing and implementing the plan. Further discussions are
necessary to agree the detail of the goals and activities to be
measured, and what precise measures should be used. This is
the real value in the approach: deciding what action to take to
achieve the goal. - Communicating and implementing. Delegate balanced scorecards
throughout the organization.