We recently completed a consultation for Nova Scotia Health Promotion. Over 100 people participated in one on one and a group session to discuss information and knowledge exchange (IKE) needs, hopes, cautions and wishes. One of the group exercises involved trying to define the client values that would drive a successful implementation of such an IKE.
Being as clear as possible about the values that an endeavour brings to the client, from the perspective of that client, is a corner stone of strategy. The Balanced Scorecard identifies and measures outcomes across four perspecitves. Learning and Growth, Internal, Client and Financial/Mission.
At the risk of oversimplification, the BSC posits that a company or a public enterprise can only deliver what is within the learning capacity of its people and systems and the adaptability of both to changing situations. In turn, the people and systems carry out a range of internal processes which create and deliver the goods and services sought after by prospective clients.
These clients value the goods and services based on some combination of selection, price, quality, and relationship. Different types of clients are attracted to different combinations of these values. For example, an service geared towards low costs and high value might emphasize online, self service options. One which promotes relationship building might emphasize network building, customized training and consultation. Being clear on the desired client perception and arranging staff and systems capabilities and internal processes to support what the clients value is sound strategy.
When clients receive what they expected, financial or mission success (for public / NGO enterprise) follows. In the case of public sector and NGOs, there are two clients. Those who receive the goods or services directly, and the stakeholders such as funders, donors and citizens who need to feel that their money is well spent. We all know NGOs and projects that delivered client services exceptionally well but failed to deliver the same value perception to the stakeholder clients.
After posting a brief note about the BSC on a list along with a link to the high level version developed from the Nova Scotia consultations. In less than a day, more than 60 people had downloaded it!
We invite you to download the BSC – ikeNS-BSCR1. There is also a Visio 2003 version of the file, if you’d like to modify it for your own purposes.
Please let us know if you find it useful or have applied the BSC approach in your own health promotion strategy. If so, send us your BSC and we’ll add it in.