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PH1 core capbility
YEARS EXPERIENCE
10+ years
TYPICAL CLIENT
VP CX, Director of Digital, Chief Digital Officer
NECESSARY TIMELINE
2 to 3 months
BUDGET NECESSARY
Up to $50,000
Our POV
Institutions tend to find out their customer experience is failing in the worst possible way — a complaint that reaches the board, a conversion number that can no longer be explained, a competitor that is visibly winning the interactions your organization used to own.
The data to see this coming exists in almost every institution. It is scattered across contact centre logs, digital analytics, frontline team feedback, and survey programs that measure satisfaction without measuring the decisions that satisfaction actually drives. The problem is not that institutions do not care about CX performance. It is that no one has assembled the complete picture in a form that makes the gaps undeniable and the priorities clear.
Benchmarking customer experience is not a survey exercise. It is the work of comparing what your customers actually experience — at the moments that drive conversion, retention, and trust — against what they now expect, what your peers are delivering, and what AI-native alternatives are making possible. Most institutions are surprised by what they find.
What We Do
We conduct structured behavioral research with your customers, your frontline teams, and a competitive scan of your digital experience against comparable institutions and AI-native alternatives. We evaluate the interactions that matter most to your business outcomes — not a random sample of touchpoints, but the specific moments where customers decide whether to continue, convert, or leave.
Every benchmark includes a gap analysis: where your CX is performing well, where it is failing invisibly, and where the gap between what customers expect and what your institution delivers is most directly affecting outcomes. We translate the research into a prioritized scorecard that tells your leadership where to act, in what order, and with what expected return.
What We'll Deliver
CX performance scorecard benchmarked against customer expectations and competitive alternatives
Identified failure points at the interactions most critical to conversion and retention
Gap analysis showing where customer expectations have moved past your current experience
Prioritized improvement opportunities ranked by customer impact
Executive summary for leadership and board-level reporting
Recommended next steps with clear connection to measurable business outcomes
When This is Essential
Before committing budget to a digital transformation or AI initiative
When conversion at key digital or in-person interactions is declining without a clear explanation
When NPS or satisfaction scores do not match what frontline teams are hearing from customers
When leadership needs evidence — not assumptions — to fund what comes next
When a new competitor or AI-native alternative is winning customers your institution used to retain
Frequently Asked Questions
How is this different from the customer satisfaction tracking we already do? Most institutional satisfaction programs measure how customers felt about an interaction — not whether they converted, returned, or recommended. We measure behavior and outcomes, not sentiment. The result is a picture of where experience is actually costing you something, not just where customers said they were unhappy.
What customer segments do you research? We scope the research to the segments most critical to your outcomes — typically two to four groups defined by service type, channel preference, or relationship stage. The benchmark covers each segment separately so priorities reflect segment-specific gaps, not a blended average that obscures both.
How do you benchmark against competitors? We conduct structured evaluation of comparable institutional experiences and AI-native alternatives using the same criteria we apply to your experience. Where direct competitors are not accessible, we benchmark against best-practice experiences in adjacent sectors that your customers are already using as their reference point.
Do we need to have our data organized before we start? No. Part of the diagnostic is identifying where your data is strong and where it is blind. We work with what exists and flag the gaps as part of the output — which is itself a useful finding for the investment case that follows.
What happens after the benchmark? The benchmark is designed to make the next decision clear. Most clients use it to fund a customer journey mapping engagement, a CX master plan, or a targeted experience improvement initiative. The scorecard gives leadership the evidence to prioritize confidently.
Combine With These Services
Customer Journey Mapping to Prioritize Customer Needs — Take benchmark findings into a full journey map that builds the roadmap
CX Strategy to Future-Proof Your Organization — Translate the evidence into an organization-wide CX master plan
Customer AI Readiness & Perception Research — Add AI perception data to understand how customers respond to AI-assisted interactions
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Submissions