Evolving a comprehensive performance measurement systemfor BSNL

Abstract

This dissertation has been undertaken with a view to evolving a comprehensiveperformance measurement system for my organization, that is, BSNL. As a newlyincorporated entity in a highly challenging business environment, BSNL is in need of aforward looking performance measurement system that can provide reliable marketsignals, both in the short as well as long term, for all stakeholders concerned. Mysubmission is that the Balanced Scorecard, fulfills all these various requirements. In orderto design the Balanced Scorecard the methodology adopted was two-fold. Firstly, surveyswere done, using the questionnaire format, of both employees and customers (chosenrandomly) of the Tamil Nadu Telecom Circle. Secondly, in-depth discussions/brainstorming was conducted with certain officers and staff to elicit the elementsconstituting the metrics of the Scorecard. These various inputs were analyzed to arrive atthe basis for a working Scorecard. Concurrently, the experiences of comparable Indian aswell as foreign, service sector companies regarding the implementation of the BalancedScorecard were studied in order to get further pointers. The latter part of the dissertationbuilds on the results and conclusions of the field work and information fromprimary/secondary data sources, to come up with a prototype Scorecard. In the presentdynamic market scenario such a Scorecard, if consistently maintained, it is submitted,will greatly help in the continuous improvement of the performance of BSNL.