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Three options for benchmarking

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:

  1. Add benchmark questions to your survey: Ask the customer to evaluate a benchmark company – this could be direct competitor or a "best supplier."
  2. 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.
  3. 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.

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Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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