Benchmarking or Beating the other Losers

What do you benchmark against? I’ve seen a number of ads in the last several days professing that Sprint is the most improved company in customer satisfaction over the last two years based on results from the 2010 American Customer Satisfaction Index. While the statement is true, it discounts the fact that the services National Average is about 76, the cellular industry is 72, and Sprint is 70. The only other industries that rank lower than Cellular or Sprint are the Airlines, Cable TV, Cigarettes, Newspapers, and Land-Line Telephones. That’s stellar company to keep and while the improvement probably should be celebrated, it’s still pretty crappy results and not much to crow about.

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