What types of benchmarking are most productive?

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Typically, benchmarking is classified by objects of comparison and by specific indicators.

The effectiveness of each type depends on the area in which the company operates, resources, product and business capabilities.

Based on the objects of comparison, benchmarking can be divided into two groups: internal and external.

External implies comparison with other companies:

with direct competitors, that is, competitive benchmarking;

with leaders or companies that operate in the industry indonesia consumer email list but are not direct competitors, this is industry benchmarking;

with companies from other industries - general benchmarking;

with business representatives from other countries - global benchmarking.
Internal benchmarking is when divisions, branches or business areas are compared within one company.


When conducting internal benchmarking, you can look at changes to the product and identify what works better. For example, you can measure user satisfaction with the current site interface compared to the previous version. And take user convenience and appearance as the main criteria for comparison.

In our practice, there are cases of using benchmarking, where, thanks to studying competitors, some programs were improved, and the usability of sites was improved.

For example, the interface of the Interior Design 3D program website remained in the style of the 2000s for a long time. Our analysis of competitors allowed us to identify growth points and key tasks for updating the website design. As a result, after the redesign, it became easier for users to navigate the website, which led to an increase in sales.