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The customer perspective: inform strategy and decision-making

Business Benchmarking is a measurement of customer satisfaction that your organisation can use to benchmark against leaders in your sector and beyond.

Identify strengths and areas for development and benchmark your performance with other organisations.

Your Business Benchmarking Journey

Business Benchmarking

Demonstrate to your customers and employees your commitment to service improvement by achieving ServiceMark.

See what else is involved

Insights delivered by Benchmarking

How satisfied your customers are

Identify areas for improvement

How you compare to organisations in your sector

Where you stand against the best

Why is it important?

  • Business Benchmarking provides insight into how your organisation compares to others in your sector and nationally
  • It provides a powerful tool to inform your customer service strategy, enabling you to focus on the areas that deliver the best Return on Investment
  • You gain understanding of how satisfied your customers are across a range of measures
  • It highlights strengths, weaknesses and areas for improvement from your customers’ perspective

What is involved?

  1. You must first nominate an internal business co-ordinator to liaise with us
  2. Timeframes are up to you, to start online whenever you’re ready
  3. Once registered on the web portal, you will be able to access your bespoke survey link
  4. Once registration is complete, an email will be sent to all customer contacts inviting them to complete the questionnaire
  5. During the process, customer contacts will receive three emails: the initial invitation and two reminders
  6. Your nominated internal business co-ordinator will be able to check the progress of the survey at any time through the online portal
  7. Finally, an action plan will be created with the support of your local Institute account director

The Process

Customers are surveyed using the same questions as the UKCSI in both a B2C or B2B environment

The top 20 customer priorities are collated and scored according to customer responses

The results are charted: 100 responses or more in a B2C environment (200 recommended), 70 or more in a B2B environment

An overall customer satisfaction rating is awarded, benchmarked and by your industry sector

Results can be compared with the latest UKCSI results

You are licensed to download all the data on your organisation, and from one sector (subject to restrictions on use)

Bespoke Business Benchmarking

Alongside the core UK Customer Satisfaction Index (UKCSI) benchmark questions it’s also possible to work with our Research and Insight team to include additional bespoke questions to give specific insight about your customers. We can also help you frame survey questions and reporting requirements to maximise the value of your benchmarking survey. Contact us or your Client Relationship Director to find out more.

13 sectors are measured in the UKCSI

  • Automotive
  • Finance
  • Insurance
  • Leisure
  • Public services (Local)
  • Public services (National)
  • Retail (Food)
  • Retail (Non-food)
  • Services
  • Telecommunications
  • Tourism
  • Transport
  • Utilities

How to use the UKCSI Sector reports?

There are 13 industry sector reports available. Each allow you to:

  • benchmark customer satisfaction performance against other organisations in the sector on over 30 customer experience metrics
  • analyse overall customer satisfaction, NPS, customer effort, trust, reputation
  • link customer satisfaction to future buying behaviours, including consumers likelihood to repurchase, remain a customer and recommend
  • identify what differentiates the highest and lowest performing organisations in each sector
  • understand the latest evidence about drivers of complaints and satisfaction with complaint handling
  • compare findings with your own customer surveys, business benchmarking surveys or voice of the customer analysis
  • identify key areas of focus, create improvement plans and set measures.

The research behind UKCSI: Customer priorities

The UKCSI is based on the top customer priorities described in the report “Customer Priorities: What Customers Really Want”. 

The questions in the UKCSI are based on customers’ priorities – the attributes of customer experience with organisations that are rated as most important by customers. The Institute conducted recent research into customers’ priorities to ensure that the UKCSI remains a relevant and essential benchmark. The output of this research is new insight into both customers’ stated priorities, as well as “softer” factors which may not necessarily have a high stated importance, but nevertheless show a strong relationship with customer satisfaction.

As well as reporting an overall index score based on customers’ responses across the full range of measures, this report includes index scores for five distinct dimensions of the customer experience: Experience, Complaints Handling, Customer Ethos, Emotional Connection and Ethics.

Start your Business Benchmarking journey here

Get in touch with us today


ServiceMark is a national standard, independently recognising an organisation’s achievement in customer service and its commitment to upholding those standards.

Business Benchmarking

Business Benchmarking is a measurement of customer satisfaction that organisations can use to benchmark against national leaders in their sector and beyond.


ServCheck is an online survey of your employees that assesses their view of how your strategy.

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