When designing a voice of the customer (VoC) program, one common desire is to have some perspective of how your performance stacks up. Here are three options:
- Add benchmark questions to your survey: Ask the customer to evaluate a benchmark company – this could be direct competitor or a "best supplier."
- Benchmark against yourself: Companies can answer the “good or bad” question by looking at key segments within their business and creating a "best-in-class" score.
- Look at scores over time: As a customer survey research program matures, it is natural to look at changes over time – evaluate your performance based on how your own scores are improving.