How to Become a 'Benchmark' Firm

How to Become a 'Benchmark' Firm

A benchmark firm is one that is so advanced in its perceived practices among its competition that it is said to win the market as the "category killer" in the segment in which it competes. It is a model that competing companies seek to emulate. It is a standard by which others are measured. This top-of-mind awareness is so engrained in its customer base that the end product delivered by the firm is almost never the reason for this top performing mental rating. Think about that!

At benchmark companies, the customer not only comes first, but is the pivotal rally point around which the whole being of the firm evolves. There is a subtle yet impelling distinction here. It's critical to the benchmark concept. Think in terms not of the customer coming into the circle of your professional service environment, but rather, of your total service environment surrounding and enveloping the customer.