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Creating
knowledge-based environments
in the public service
by using
the Balanced Scorecard
- An APS Implementation Case Study Centrelink Communication, Media & Marketing
Cascading the Balanced Scorecard from corporate
level to business group level
• Centrelink corporate BSC was introduced in July 1998
• The Communication, Media and Marketing Group in
Centrelink began the BSC cascading project in July 2002
• Same perspectives, same strategies as in the corporate
scorecard
• Different activities, KPIs and targets
• CM&M data feeds back in the corporate scorecard each
quarter
• CM&M Balanced Scorecard aligned with the corporate
scorecard at the beginning of each financial year
Leadership support
Timeline
Business Plan
Integration
IT Solution
Cascading the Balanced Scorecard
Measure activation
Data gathering
Challenges and solutions
BSC
Communication
Initiatives
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Leadership Support
Leadership support
Timeline
Business Plan
Integration
IT Solution
Challenges
• CM&M executive team commitment
Measure activation
Data gathering
BSC Communication
• Middle management level of
involvement in the implementation
Initiatives
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Leadership Support
Leadership support
Solutions
Timeline
Business Plan
Integration
• Communication: constant updates
on the implementation to the sponsor
IT Solution
Measure activation
Data gathering
• Gradual process: team by team
measure development and activation
BSC Communication
Initiatives
Governance
framework
Renewing the
scorecard
• Leadership training
• Middle management involvement in
measure refinement
Centrelink Communication, Media & Marketing Case Study
Implementation timeline
Leadership support
Timeline
Business Plan
Integration
IT Solution
Measure activation
Challenges
• Availability of the staff (especially
managers) through the process
Data gathering
BSC Communication
• The complex nature of our operations
Initiatives
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Implementation timeline
Leadership support
Timeline
Solutions
Business Plan
Integration
IT Solution
Measure activation
• BSC implementation acknowledged
as a key work objective for team
managers
Data gathering
BSC Communication
Initiatives
• Top and middle management
trained in the BSC methodology
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Business plan integration
Leadership support
Timeline
Business Plan
Integration
IT Solution
Measure activation
Challenges
• Team business plans developed
using a different methodology
Data gathering
BSC Communication
Initiatives
• Pressure to transpose existing
business plans in the Balanced
Scorecard
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Business plan integration
Leadership support
Timeline
Solutions
Business Plan
Integration
IT Solution
Measure activation
• The Performance Management team
gradually took control over the
business planning process
Data gathering
BSC Communication
Initiatives
• The Performance Management team
started to be used as a resource of
strategic information
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
IT solution
Leadership support
Timeline
Business Plan
Integration
IT Solution
Measure activation
Challenges
• Balance cost, usability and fit in the
corporate IT framework
Data gathering
BSC Communication
Initiatives
• Intermediary solution until the launch
of the Staff Portal
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
IT solution
Leadership support
Timeline
Business Plan
Integration
IT Solution
Measure activation
Solutions
• The least sophisticated option
preferred
Data gathering
BSC Communication
Initiatives
• IT solution components separated by
function: tracking, organising and
communication
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Measure activation
Leadership support
Timeline
Business Plan
Integration
IT Solution
Challenges
• Availability of historical data
Measure activation
Data gathering
• Speed of measure activation
BSC Communication
Initiatives
• Adoption of activation protocols
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Measure activation
Leadership support
Timeline
Business Plan
Integration
IT Solution
Measure activation
Solutions
• Teams assisted in identifying
appropriate tracking mechanisms
Data gathering
BSC Communication
Initiatives
• Flexibility in refining measures to
adapt to data availability constraints
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Data gathering
Leadership support
Timeline
Business Plan
Integration
IT Solution
Challenges
• Data gathering deadlines
Measure activation
Data gathering
• Timeliness of performance reporting
BSC Communication
Initiatives
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Data gathering
Leadership support
Timeline
Business Plan
Integration
IT Solution
Solutions
• Two data gathering deadlines used
Measure activation
Data gathering
• Data gathering templates created
BSC Communication
Initiatives
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
BSC communication
Leadership support
Timeline
Challenges
Business Plan
Integration
IT Solution
• The use of monthly performance
reports
Measure activation
Data gathering
BSC Communication
• The profile of the BSC in the team
Initiatives
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
BSC communication
Leadership support
Timeline
Solutions
Business Plan
Integration
• Network hosted Resource Centre
used as a repository of strategic
documents
IT Solution
Measure activation
Data gathering
BSC Communication
• Updated Strategy Map promoted
each month
Initiatives
Governance
framework
Renewing the
scorecard
• Weekly team newsletter used to
highlight BSC results
Centrelink Communication, Media & Marketing Case Study
Initiatives
Leadership support
Timeline
Business Plan
Integration
IT Solution
Challenges
• Team structure and workflow
Measure activation
Data gathering
• The use of initiatives
BSC Communication
Initiatives
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Initiatives
Leadership support
Timeline
Business Plan
Integration
IT Solution
Measure activation
Solutions
• Multifunctional virtual teams used for
implementing initiatives
Data gathering
BSC Communication
Initiatives
• Initiative catalogue (database)
establish for initiative tracking
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Governance framework
Leadership support
Timeline
Business Plan
Integration
IT Solution
Measure activation
Challenges
• Alignment with the governance
framework
Data gathering
BSC Communication
• Team-wide reshape process
Initiatives
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Governance framework
Leadership support
Timeline
Solutions
Business Plan
Integration
IT Solution
Measure activation
• Governance framework updated to
incorporate changes necessary after
the launch of the BSC
Data gathering
BSC Communication
Initiatives
• Performance Management team
repositioned within CM&M
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Renewing the scorecard
Leadership support
Timeline
Business Plan
Integration
IT Solution
Measure activation
Challenges
• Business planning process alignment
with the BSC
Data gathering
BSC Communication
• Yearly update of the BSC
Initiatives
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Renewing the scorecard
Leadership support
Timeline
Business Plan
Integration
IT Solution
Measure activation
Solutions
• Business planning and BSC updates
aligned
Data gathering
BSC Communication
Initiatives
• BSC constantly updated through the
year
Governance
framework
Renewing the
scorecard
Centrelink Communication, Media & Marketing Case Study
Cascading the Balanced Scorecard
Towards a knowledge based environment
Centrelink Communication, Media & Marketing Case Study
Impact on staff
In the biannual staff survey CM&M had the best results for:
• You understand how your work contributes to
meeting the objectives in your local Business
Improvement Plan.
• You understand organisation's purpose and how it
applies to your work
Centrelink Communication, Media & Marketing Case Study
Organisational structure evolution
CM&M organisational structure evolving towards:
• Flat and network structure
• Team orientation - emphasis on cross-functional
teams
• Open and distributed information system
• Distributed decision making
Centrelink Communication, Media & Marketing Case Study
Knowledge enabling environment
Characteristics of the knowledge enabling environment
emerging in CM&M:
• Emphasis on change
• Emphasis on empowered self-leadership
• Grouping together functions and separating
roles to support the expert in each area.
• Collaborative environment that supports
workflow communication.
Centrelink Communication, Media & Marketing Case Study
Thank you!