Performance Prism in Practice
Performance Prism in Practice
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Abstract This article describes and illustrates the practical ``New Economy''. There is a need for a second
application of a new measurement framework ± The Performance generation of performance measurement framework
Prism ± which addresses the shortcomings of many of the traditional which addresses today's business issues so that long-
measurement frameworks being used by organisations today. The established corporations can update their scorecards and
Performance Prism, with its comprehensive stakeholder orientation, newly-formed organisations can develop scorecards that
encourages executives to consider the wants and needs of all the are appropriate to their business needs in today's
organisation's stakeholders, rather than a subset, as well as the business environment.
associated strategies, processes and capabilities. DHL's board for the
UK have used this framework to re-engineer their corporate The Performance Prism framework
measurement and reporting system and the article explains DHL The Performance Prism consists of five interrelated
and other firms' experiences with the Performance Prism. facets (see Appendix) The first facet ± Stakeholder
Satisfaction ± asks: ``Who are the stakeholders and what
Keywords Business excellence, Performance measurement, do they want and need?''. This facet is deliberately
Stakeholders broader than the balanced scorecard view of
stakeholders, which encompasses only shareholders and
customers. No mention is made in the balanced
T
he Performance Prism is a second generation scorecard of employees. No mention is made of
measurement framework designed to assist suppliers, alliance partners or intermediaries. And no
performance measurement selection ± the vital mention is made of regulators, the local community or
process of picking the right measures. It is a pressure groups. Yet all of these parties can have a
comprehensive measurement framework that addresses substantial impact on the performance and success of an
the key business issues to which a wide variety of organisation. In contrast, the first facet of the
organisations, profit and not-for-profit, will be able to Performance Prism, the stakeholder perspective,
relate. It explicitly asks critical questions and encourages explicitly asks: ``Who are the important stakeholders in
managers to think through the links between measures in your organisation and what do they want and need?''.
a way that other frameworks do not intuitively suggest. The second facet concentrates on Strategies.
Over the years, several other frameworks have been Traditionally it has been argued that measures should be
created or adapted to help deal with the problem of derived from strategy. In fact this is wrong. The only
deciding what performance measures to select for use reason an organisation has a strategy is to deliver value to
within organisations. The most popular of these is some set of stakeholders. The starting point has to be:
undoubtedly the balanced scorecard. It has been used ± ``Who are the stakeholders and what do they want and
and often abused ± across the world, whereas many need?''. Only when these questions have been answered
other frameworks have tended only to have regional is it possible to start to explore the issue of what
appeal. Although the balanced scorecard was undeniably strategies should be put in place to ensure the wants and
pioneering when it first appeared nearly a decade ago,
particularly because it addressed the need for a balance The current issue and full text archive of this journal is available at
between financial and non-financial measures, the world http://www.emerald-library.com/ft
has moved on and priorities are changing in the so-called
Measuring Business Excellence 5,2 2001, pp. 6-12, # MCB University Press, 1368-3047
6
needs of the stakeholders are satisfied. Therefore, the whether we are talking about suppliers, customers,
second facet of the Prism asks: ``What are the strategies employees, alliances, investors, or the local community.
we require to ensure the wants and needs of our All other measurement frameworks we have researched
stakeholders are satisfied?''. fail to recognise the reciprocal relationship between the
The third facet of the Performance Prism ± the stakeholder and the organisation. It is a critical and
Processes facet ± asks the question: ``What are the unique feature of the Performance Prism.
processes we have to put in place in order to allow our It should be noted that the Performance Prism is not
strategies to be delivered?''. Here we are talking about a prescriptive measurement framework. Instead, the
processes in the sense of the common generic business Performance Prism is a framework ± a tool ± which can
processes, which underpin the vast majority of be used by management teams to influence their
organisations. These are: develop new products and thinking about what the key questions are that they want
services, generate demand, fulfil demand, plan and to address when seeking to manage their business.
manage the enterprise. For each of these (normally
The Performance Prism experience
cross-functional) processes, it should be possible to
identify specific measures that allow management to So far, we have explored the Performance Prism from a
address particular questions associated with each one. theoretical perspective and explained its rationale,
For example, it might be necessary for an operations highlighting some of the issues it was designed to
executive to ask: ``Are the organisation's fulfil demand overcome. The question that remains, however, is how
processes working efficiently and effectively?'' and ``If does the Performance Prism work in practice and it is
not, how will I know which sub-components of it are the this question that the case examples that follow set out to
address.
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financial goals. The success map reflected the strategic by their analysts in answers to the questions. By
thrusts of the business and the specific initiatives and September 2000 the board had decided to invite the
activities being undertaken within the business. In DHL analysts themselves to make the presentations, partly to
UK's case, the success map had three broad strands. provide these key individuals with personal development
The first was concerned with growing revenue volumes. opportunities. In the long run the aspiration is to develop
The second was concerned with revenue quality. The a structure which involves the analysts in DHL
third strand of the success map was concerned with cost developing a case that answers the key questions outlined
efficiency and ensuring that the business utilised its in Table I, in much the same way that a detective would
assets as efficiently as possible. develop a case to present to a judge and jury.
At this level, these three broad strategic strands are no Suddenly, DHL's performance reviews had moved
different to any other organisation. Almost every from being a rather staid discussion of detailed
organisation will want to increase sales, to improve the operational and financial performance into a true debate
quality of these sales and to control their costs. It is at about the fundamental challenges and issues facing the
the next level of detail that the success map becomes business. The HR director, for example, commented
organisation specific, for it is here that the success map that ``the June QPR was the best board meeting I have
starts to expose the specific wants and needs of DHL's ever attended, in this or any other company''. The
stakeholders and the strategies that are being put in Business Process director said that ``We have moved
place to ensure that these wants and needs are satisfied. from scrutinising lots of numbers that told us very little to
Take, for example, revenue volume. It has been decided asking pertinent questions about how we are doing and
in DHL that one of the ways of driving revenue volume where we are going''. While the MD felt that this
is to segment the market by customer wants and needs. approach ``encourages us to work together on the key
One such segment, the so-called ``advantage business issues rather than emphasising individual
customers'', will encompass those customers who want functional responsibilities''.
to build a strategic partnership with DHL. To service
these customers, DHL UK will have to put in place The London Youth case
specific business processes, e.g. consignment stock Charities of course are very different organisations. They
management processes. In turn, these processes will neither have shareholders nor do they seek to make a
have to be underpinned by specific organisational profit. Nevertheless, they do have benefactors who
capabilities that exist within DHL UK. donate funds and provide them with the financial
The start of the process of populating the Prism income that enables them to do their good works. These
therefore was to hold a series of externally facilitated benefactors expect to see their funding spent on projects
brainstorming sessions with DHL UK's board, during that have tangible benefits, and they are unlikely to part
which the success map for the organisation was with more cash unless they can see some evidence of
constructed (see Figure 1 for an extract of the DHL UK money well spent. So, from a conceptual business model
success map). point of view, the not-for-profit sector is not so
Once the success map had been constructed then the immensely different after all.
board began to ask themselves ± ``What questions should We worked with UK-based charity, London Youth,
we be asking at the quarterly performance review, which to help its senior management build a set of performance
measures appropriate to their needs. London Youth was ^ raise profile ± advocate for youth work provision;
formed by the recent merger of the London Federation ^ raise funds (reducing its dependency on grants);
of Clubs for Young People and the London Union of ^ ensure efficient and effective governance.
Youth Clubs. Its membership includes 460 youth clubs,
groups and projects made up of 75,000 young people Having developed the strategy, management were now
plus 5,000 adult leaders and committee members. Its seeking an appropriate set, and a manageable level, of
mission is to assist the development of children and performance measures. The Performance Prism
young people ± in their physical, mental and spiritual framework was applied in order to facilitate this
capacities ± so that they grow to full maturity as objective. The work was conducted in a series of four
individuals and as members of society. Its purpose (and workshops with London Youth's group director for
the means by which it achieves its mission) is to provide, strategic development.
support and improve the range and quality of informal The first session addressed who the charity's key
educational and social activities available to children and stakeholders were and what their respective wants and
young people in the Greater London area. needs were, plus simultaneously how they contributed to
The principal components of London Youth's the wants and needs of the organisation. The
strategy are to: organisation's highest priority stakeholders were
^ grow membership; identified as: young people (its ``beneficiaries''), youth
^ improve range of products and services offered; workers and youth club management committees,
^ provide affordable residential experiences; London Youth staff, and funders. Funders though fell
tree'' was developed which identified the essential The House of Fraser case
linkages between the measures selected for each facet of One of the authors has helped to define measures for a
the Performance Prism framework. division of House of Fraser, the UK department store
There is not sufficient space here to describe the retail chain, with the aid of the Performance Prism
complete list of measures selected for each Performance framework and its associated catalogue of measures. In
Prism facet. For illustrative purposes only though, this case, for practical purposes, a more catalogue-based
Appendix
1 2
Measuring Business Excellence 5,2 2001
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