The work started with a key shift: focusing the analysis on the decisions leadership needed to make. Together with the client, we defined a clear set of strategic questions to guide the benchmarking.

We then built a tailored approach to collect and analyze relevant market data. Instead of covering everything, we focused on the most comparable and meaningful initiatives, ensuring each insight could directly support decision-making.

To make this actionable, we structured how insights were shared and used across teams. This created a common fact base, making discussions more focused and reducing reliance on assumptions.

Over time, benchmarking moved from a one-off analysis to a practical tool—supporting ongoing decisions and helping leadership align around clear customer experience priorities.