Measuring how a customer views a firm under the balanced scorecard framework is important because they must be translated into the action, what the company should do to meet the expectations of its customers.
Balanced scorecards is that management system, that monitors, measures and changed the performance system of the organization in order to achieve the pre-determined objectives of the firm.
The main advantage of the balanced scorecard is that it helps the company in identifying and improving the internal operations of it and get the better external outcomes.
It measures the past data of the company for comparison and making the better future.
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