AI is changing the way CX centers operate, and fast. People talk a lot about how customer experience is changing. What makes the difference is knowing where your team currently stands and figuring out what still needs work. That’s where benchmarking comes in. At CH Consulting Group, we’ve worked with a lot of CX teams, and most of the time, it starts the same way just getting a real sense of what’s working and what’s not. No fancy systems. Just clarity. That’s where benchmarking comes into play. You’ve got the stuff you can look at inside your own operation. Then there’s the external side how you compare to everyone else. We’ll talk through both and break down how to actually use them in ways that don’t overcomplicate things.
Understanding Benchmarking
Benchmarking helps you step back and get a better read on how things are going, not just inside your team, but compared to what’s happening out in the industry too. When you’re using both internal and external benchmarks, it gives you a solid footing. There are several key areas to focus on:
- Productivity
- Quality
- Time
- Cost-effectiveness
The first step is getting a clear look at how things are actually running. That’s how you start to see what needs work. From there, it’s about finding practical fixes that make performance better across the board. When you’ve got the right info behind your decisions, it’s a lot easier to make improvements that hold up and help you pull ahead.
The Benchmarking Process: Step-by-Step Guide
-
Figure out what you want to measure.
Don’t try to track everything. Just focus on the stuff that really matters such as customer satisfaction, how long calls take, or what it’s costing you to run the show. -
Start collecting your data.
That might mean pulling numbers from your own system or finding outside benchmarks to compare against. Either way, get enough info to see the full picture. -
Look at the gaps.
Once you’ve got the numbers, compare them. Where are you behind? What’s not working as well as it should? -
Do something about it.
This is where you put changes in place. Maybe it’s training. Maybe it’s process stuff. Whatever it is, aim for real fixes, not fluff. -
Keep an eye on what happens next.
Watch how things play out after you make changes. Don’t just walk away from it. Check in regularly to see if anything’s actually improving — and if it’s not, be ready to shift things around.
What is Internal Benchmarking?
Internal Benchmarking is used for improving operational efficiency and effectiveness by comparing performance metrics across different departments or locations within your organization. This method helps identify areas for improvement, best practices, opportunities for sharing knowledge, and collaboration.
The primary goal is to cultivate a culture of continuous improvement and learning. By evaluating how each business unit performs, leaders can gain a view of what drives success and replicate those strategies throughout the organization.
Advantages.
-
You’ve already got the data.
Since it’s your own operation, pulling what you need is easier, and you can dig into it right away. -
You get to set the standard.
You’re not stuck comparing against someone else’s system. You can build benchmarks that actually fit how your team works and what you’re trying to improve.
Steps to Implement Internal Benchmarking
- Data Gathering: Collect performance data from different departments.
- Performance Evaluation: Identify high-performing departments and analyze their practices.
- Standardization: Create standardized operating procedures based on best practices.
- Continuous Improvement: Regularly update benchmarks to reflect changing business goals and market conditions.
What is External Benchmarking?
External benchmarking is all about seeing how your performance stacks up against others in your space. That might mean looking at industry averages or seeing how direct competitors are doing.It can give you a better sense of where the market’s heading, what’s working for others, and where you might need to catch up. When you compare things like sales, customer satisfaction, or overall efficiency, you start to see where you’re ahead and where there’s room to tighten things up.
The Key Advantages.
-
Figure out what others are doing
Not just stats look at how your competitors are approaching things and what seems to be working for them. -
Use that to think bigger
This isn’t about short-term fixes. It’s about shaping longer plans with better info behind them. -
Check where you actually stand
Be honest about your spot in the market. Then look for ways to stand out even if it’s small stuff at first.
Steps to Implement External Benchmarking
- Identify Benchmarking Partners: Choose industry leaders or competitors as benchmarks.
- Data Acquisition: Collect relevant data through industry reports, third-party services, or partnerships.
- Comparative Analysis: Compare your performance against external benchmarks.
- Strategic Adjustments: Implement changes based on this analysis to boost competitiveness.
Key Differences Between Internal and External Benchmarking
- Data Source: Internal benchmarking uses data within the company, while external benchmarking relies on data from outside sources.
- Ease of Access: Internal data is more accessible; external data may require third-party help or extensive research.
- Focus Areas: Internal benchmarking focuses on improving internal processes, while external benchmarking emphasizes industry positioning and trend analysis.
How Each Type Helps Achieve Different Goals
Internal benchmarking is great when you’re trying to tighten things up inside your own operation. It helps you spot gaps, set standards, and make day-to-day work run smoother.
External benchmarking gives you a sense of where you stand in the bigger picture. It’s helpful for planning ahead, understanding the market, and making sure you’re not falling behind.
Today’s Outlook
To give you a clearer picture of the current state of the contact center industry, here are some statistics:
- Customer Satisfaction: The average U.S. customer satisfaction score is around 73% for contact centers, reflecting ongoing efforts to enhance customer experiences (Sprinklr).
- Revenue Growth: The call center industry’s revenue is expected to grow by 13% in 2024, driven by expanding service capabilities and technological advancements (Convin).
- AI Adoption: Over 90% of call centers have integrated some form of AI to improve efficiency and customer interactions, signaling the importance of technology in today’s operations (CMSWire).
- Omnichannel Support: A significant trend shows that 47% of companies now allow employees outside the contact center to support agents in solving issues, highlighting the shift towards more collaborative and omnichannel approaches (CX Today).
Benchmarking gives you a clear way to keep improving and see how you stack up both inside your team and compared to the rest of the industry. Using both internal and external benchmarks helps you stay grounded while still looking ahead.
At CH Consulting Group, we help businesses build simple, effective benchmarking strategies that actually fit how they work. If you’re thinking about where to go in 2025, we’d be glad to talk through how benchmarking could support that.
