When designing a voice of the customer (VoC) program, one of the best practices is to share some type of perspective when presenting results.
To do this, consider one of these four options:
Add benchmark questions to your survey: Many companies have a couple of questions asking the customer to evaluate a benchmark company. This is an ideal approach for many because it focuses on the perceptions of your customers and allows you to compare what they think about you versus another company.
Benchmark against yourself: Companies can answer the “good or bad” question by looking at key segments within their business. For this approach, identify the customer segments with high performance scores and use those as the benchmark. The benefit of this approach is the "best-in-class" score is most likely achievable with your existing products/services.
Look at scores over time: As a customer survey research program matures, it is natural to look at changes over time. This becomes a good source for perspective since it will highlight improvements and/or declines. In year one, you create the benchmark and then measure progress against it over time.
Secondary Research: There are a variety of secondary research options. These secondary sources can be a good benchmark. However, they do have some draw-backs, which are: timing of the program, differences in the respondent profile (e.g., different geographies or customer roles), or different research designs (e.g., scales used or questions asked).
As you prepare to share results from your customer survey research, don't just share the score, add some perspective by using one of these four methods.