It is said to improve something, you need to measure it. BSC evaluates key performance indicators (KPI) to measure progress towards achieving the company's strategic goals. Accordingly, if the selected metrics originally unrepresentative, the results of the evaluation is not much help to managers. Thus, the establishment of key performance indicators is perhaps the main stage in the successful implementation of balanced scorecard. Selecting KPIs – the process is quite complicated and tedious at times. And then the leaders admit many mistakes, which, however, differ in uniformity.
Consequently, these errors can be avoided. Moreover, it should be done if the company really looking forward to the successful implementation of the MTP. We should not expect any positive results have been, if the metrics are chosen correctly. Key indicators efficiency – not just the numbers and value. From these numbers change depending welfare of the company. However, if the numbers are "disconnected" from reality, then they will only figures that give the top management in misleading.
So, if you select the wrong metrics, executives are confident the right course business entrusted to them, but eventually it may be that contrary to the direction of the strategic objectives. So, on paper it looks great, while in reality, the company repeats the tragic path of "Titanic." What we need to know about key performance indicators? First and foremost – that's what the metrics should display the key success factors. For example, if your company is engaged in the wholesale, the KPI relating to sales, will be the most weighty importance. If the metrics do not represent the most important processes within and outside the company, from the MSP will be no good. It is important to note that the correct choice of the ECP is not guaranteed success in the implementation of the MTP. Each category of indicators should have a so-called "share". In other words, some indicators are more important than others. On what does depend on these priorities. First of all, the strategy of the company and its trouble spots. For example, if a company is having problems in relationships with clients, performance category of "Market. Customers "will be more important than the category" Internal business processes. " Too much attention on secondary indicators will have negative consequences for operation of the MTP. Often in the pursuit of success as top managers of the system overload indicator that the operation of CSP is transformed into a daily headache for all companies. Ordinary employees are not just understand the essence of the MSP, and do not have enough time to make timely data into the system. Therefore, the optimal number of indicators – a necessary condition for success. How many indicators recommended for use in implementing the MSP? Each level of management should have its own set of indicators, whose number should not exceed 10-12. More KPI overload the system. Moreover, it will be very difficult analyze data and identify key components of success in specific markets. Performance indicators should be understandable to ordinary members, or turn into a bunch of MSP unnecessary charts, tables and documents. If the employee understands their contribution to the company and the achievement of company strategic goals, motivation will increase, thus enhancing the efficiency of the entire company.
A little about the trademark. First of all, we should recognize that the new millennium competition for goods and services has taken shape in the competition of trade marks. Even in everyday speech everyday life we often operate with the names and look at the trademark at the option of purchasing – from luxury to basic commodities. We are used to compare the mark when talking about the pros and cons of different things, and even to judge whether a particular style of life of trademarks, which are associated with it. It's no secret that working-known trademark as an increase in sales and value-added product, and therefore considered Among the most valuable assets. In contrast, no registration of a trademark of OOO any attractive product becomes an easy target for competitors, and the company itself at risk of being displaced from the market. So today trademark registration and patent is one of the most popular and elite legal services – services for the protection of the rights to patents and intellectual property provided by a specialized Patent Office. Given the record rates of formation of domestic business, it is easy to assume that the demand for registration of a trademark registration of a patent, greatly exceeds the supply skilled workers. So, every year in Russia (as well as to Russia from abroad) registered more than 55.000 trade marks (and their growing influx), whereas the number of practicing patent offices of the Russian Federation not and more than a few hundred.
CRM and preslovutyy'chelovechesky factor '' customer is always right '- it sounds basic law-oriented relationship marketing firm. But how to build on the basis of this law within the company rule of law? Make this provision part of the moral code of the employees to each of them was to evaluate the behavior of its production from the position customer satisfaction? To achieve these goals, along with marketing outside there is an internal marketing (internal marketing), is to adjust the management practices of the firm. In early 2002, a wide circulation was published the first book specifically devoted to the subject of internal marketing (see Pervaz and Rafiq). This gives the opportunity to speak about internal marketing as a separate discipline. Scope of internal marketing as well as Mass personalization is primarily associated with the provision of services. After the services, typically there is direct contact between staff of the firm and its clients. In some areas, customers are often not able to evaluate quality of the service host process.
Thus, the insurance company he is in the speed and the fact of payment of insurance compensation. Judge also directly on the quality of her work, usually have insurance on the skill agents to sell and make contracts. The value of the contact personnel recently emphasized in B2B marketing. One of his innovations is the concept of Key Account Management (see McDonald etc., 2000). The term is commonly understood as Key Accounts portfolio company relationships with key customers.
Accordingly, an expert on marketing the firm was appointed Key Account Manager. So proud name emphasizes the changing mission of the employee: instead of selling all that made, do native plant producing only what is sold. Obviously, the expected effective negotiations of representatives of companies that are not paid wages on time or dividing one workplace for two, quite difficult. It is no accident the main slogan of internal marketing was first in the fact that, with unmotivated employees, the company will never be able to achieve customer satisfaction.