Balanced scorecard question:

Joes, Inc. was founded in 1960. Since then, it has grown to become a leading technology and media company that strives to provide the very best in wireless, residential, and media to Canadians and Canadian businesses. The company maintains a strong outward-facing sense of environmental mission. These days, it is a large listed company. From its telecommunications origins, it has expanded into a media giant. The main sources of revenue come from product bundling, whereby joe offers broadband, pay-tv, and telephone services.

All contracts to customers of Joe are for a minimum three-month period. The pay-tv box is sold to the customer at the beginning of the contract; however, the broadband and telephone equipment is only rented to them. If the broadband box and telephone equipment is not returned at the end of the contract, a substantial one-off fee is levied.

In the first few years after product bundling was introduced, the company saw a steady increase in profits. However, more recently, Bodgers has seen its revenues and operating profits fall. Consequently, operational staff bonuses were not paid in either 2019 or 2020, and the likelihood of bonuses being paid to anyone other than the Senior Management Team in 2021 look slim. Operational staff are becoming dissatisfied and demotivated. Several reasons were identified for the deterioration of results:

1. In the economy as a whole, discretionary spending had been severely hit by rising unemployment and inflation.
2. The companys customer service call centre, which is situated outside Canada, had been the cause of lots of complaints from customers about poor service.
3. The competition to show sports between the two big Canadian media giants Joes, Inc. and Fell, Inc. frustrates customers who do not want to get caught up in corporate profit maximising games. A large number of Joes customers sign up, then find that they cannot watch certain teams on certain days, and immediately cancel their contracts for all services within the 14-day cancellation period permitted under the contracts.

The finance director wants to introduce a balanced scorecard to guide future changes so that she can improve the performance of the business.

For each of the four perspectives of the balanced scorecard, identify (i) TWO goals (objectives) together with (ii) a corresponding performance measure for each goal which could be used by Joe to make future changes to improve the performance of the business. (iii) Justify the use of each of the performance measures that you choose.