A balanced scorecard contains both customer and internal business process performance measures because improvements in internal business process should result in improvements in customer satisfaction.

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The balanced scorecard framework recognizes that a company's internal processes impact its ability to deliver value to customers. By focusing on improving internal processes, a company can ultimately improve customer satisfaction and loyalty. Therefore, both customer and internal business process performance measures are necessary for a comprehensive view of the company's overall performance.

A Balanced Scorecard Contains Both Customer and Internal Business Process