First there was traditional benchmarking and then “expanded” benchmarking. Both analyse the gap between current practice and best practice. Introduces what might be the next great value‐add in store for benchmarking. Proposes that benchmarking gap analysis be extended by estimating the measurement value needed to achieve total customer satisfaction. Concludes that this new type of benchmarking sets goals where they are most needed ‐ on satisfied and loyal customers.
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