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A CX benchmark is a reference point or baseline that allows a company to compare its customer experience performance against industry averages or competitor indicators. It helps determine where an organization stands in the market and what improvement steps are needed to achieve an outstanding customer experience.
A customer experience benchmark enables companies to identify strengths and areas for improvement by comparing their performance with that of other industry players. Today, this is especially crucial as customer expectations are rising faster than ever — digital experiences, rapid response times, and personalized service have all become basic expectations. Benchmark-based improvements lead to well-founded decisions that strengthen competitiveness and customer loyalty in the long term.
According to 2025 trends, customer experience has become one of the most decisive elements of growth strategies. A study by Arkesel found that more than 70% of companies consider investment in customer experience their top strategic priority for the coming years.
The CX benchmark is not just a comparison tool but also a compass that helps organizations understand where they diverge from industry leaders — and how to close that gap.
Outstanding customer experience creates a direct competitive advantage. Satisfied customers are more loyal, reducing churn rates, while better experiences often result in higher customer value and repeat purchases. All of this contributes to building a positive brand image that conveys trust and credibility — key values in the context of 2025 customer expectations.
The most commonly used metrics include:
Net Promoter Score (NPS) – measures customer willingness to recommend the brand.
Customer Satisfaction Score (CSAT) – reflects satisfaction with a specific interaction.
Customer Effort Score (CES) – assesses how easy a process was for the customer.
In addition, Voice of the Customer (VoC) research, surveys, feedback forms, and focus groups provide deeper insights, while digital analytics support mapping the customer journey through behavioral data.
Phantom XM’s customer experience management system integrates the measurement, analysis, and development of experiences — not only through metrics, but along real experience chains.
Within the benchmark framework, we provide:
Measurement and Diagnosis
Through multichannel VoC feedback, standardized NPS/CSAT/CES measurements, digital experience assessments, mystery shopping, and service quality audits, we create a comprehensive picture of the current state of customer experience.
Analysis and Insight
Benchmark reports compare company performance with industry averages. Interactive dashboards and trend analyses support decision-makers in defining strategic directions.
Phantom XM not only delivers data but also builds on it — providing actionable improvement recommendations through targeted training, service process redesign, campaign impact assessment, and VoC-driven innovation workshops.
We help our partners become more customer-centric and competitive through data-driven experience development.
CSGI (2025). State of the Customer Experience 2025. Elérhető: https://www.csgi.com/state-of-the-customer-experience/socx-ebook-2025/
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