Each perspective of the Balance Scorecard includes objectives, measures of those objectives, target values for those measures, and initiatives, as follows: objectives—the major objectives a company must achieve—for example, profitable growth measures—the observable parameters a company uses to measure its progress toward reaching its objectives. For example, a company might measure its progress toward the [...]

Customers have experiences with an organization’s products and services regardless of whether the organization is consciously managing them. A good user experience delights customers—increasing adoption, retention, loyalty, and, most important, revenue. And a poor user experience discourages customers from using a product or service and drives them to the competition—eventually, making a product offering unviable. [...]