Balanced scorecard, environmental, and social performance. WrightAir is a no-frills airline that services the Midwest. Its mission is to be the only short-haul, low-fare, high-frequency, pointto-point carrier in the Midwest. However, there are several large commercial carriers offering air transportation, and WrightAir knows that it cannot compete with them based on the services those carriers provide. WrightAir has chosen to reduce costs by not offering many inflight services, such as food and entertainment options. Instead, the company is dedicated to providing the highest quality transportation at the l owest fare. WrightAir’s balanced scorecard measures (and actual results) for 2017 follow:
Q.Would you have included customer-service measures in the customer perspective? Why or why not? Explain briefly.
Extracted text: Target Actual Objectives Measures Performance Performance Financial Perspective Increase shareholder value Operating-income changes from productivity Operating-income changes from price recovery $7,200,000 $8,400,000 $2,700,000 $3,600,000 Operating-income changes from growth $3,000,000 $3,960,000 Cost savings due to reduction in jet fuel consumption $900,000 $1,080,000 Customer Perspective 1st in industry 2nd in industry Increase the number of on-time FAA on-time arrival ranking arrivals Improve brand image Percentage of customer survey respondents with greater than 90% approval rating on com- pany's sustainability efforts 100% 96% Internal-Business-Process Perspective Reduce turnaround time On-ground time Number of engineering changes that decreased CO, emissions <25 minutes 30 minutes reduce co2 emissions 10 learning-and-growth perspective align ground crews % of ground crew stockholders 70% 68% acquire new energy management tool and technology acquire certification by dec. 31 achieve iso 50001 certification acquired certification by dec. 31 in energy management minutes="" 30="" minutes="" reduce="" co2="" emissions="" 10="" learning-and-growth="" perspective="" align="" ground="" crews="" %="" of="" ground="" crew="" stockholders="" 70%="" 68%="" acquire="" new="" energy="" management="" tool="" and="" technology="" acquire="" certification="" by="" dec.="" 31="" achieve="" iso="" 50001="" certification="" acquired="" certification="" by="" dec.="" 31="" in="" energy="">