Benchmarking Process by AT&T and Xerox

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The organisations adapt the benchmarking steps to best fit their own needs and culture. Table 1 compares AT&T’s 12 step-process and Xerox’s 10-step process.

Table 1. Approaches to benchmarking
AT & T’s 12-Step Process Xerox’s 10-Step Process
1. Determine who the clients are – who will use the information to improve their processes. 1. Identify what is to be benchmarked.
2. Advance the clients from the literacy stage to the champion stage. 2. Identify comparative organisations.
3. Test the environment. Make sure the clients can and will follow through with benchmarking findings. 3. Determine data-collection method and collect data.
4. Determine urgency. Panic or disinterest indicate little chance for success. 4. Determine current performance gap.
5. Determine scope and type of benchmarking needed. 5. Project future performance levels.
6. Select and prepare the team. 6. Communicate benchmark findings and gain acceptance.
7. Overlay the benchmarking process onto the business planning process. 7. Establish functional goals.
8. Develop the benchmarking plan. 8. Develop action plans.
9. Analyze the data. 9. Implement specific actions and monitor progress.
10. Integrate the recommended actions. 10. Recalibrate benchmarks.
11. Take action.
12. Continue improvement.
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