APPAREL QUALITY

MANAGEMENT
Ch – 12 BENCHMARKING

BY : GEETIKA MALHOTRA
SUDDHASREE GHOSH
BENCHMARKING
“The continuous process of measuring
products, services, and practices against the
company’s toughest competitors or those
companies renowned as industry leaders.”

OBJECTIVES:
Establish that there is a need for change
 Identify what should be changed
The organization after the change
CASE STUDY:
 Xerox is most concerned with customer satisfaction.
 When benchmarking L. L.Bean, Xerox became
patently aware of Bean’s customer satisfaction policy.
 If a customer is unhappy with a product, Bean will
take back the product and return the customer’s
money.
 Xerox believed that to be a best practice.
 But Xerox went beyond just copying the practice.
 Xerox asked its customers for feedback about the best
practice and found some interesting results.
 Customers did not want their money back; they
wanted the device to work.
So Xerox had to adapt the best practice to
work for its customers.
The result is Xerox’s Total Satisfaction
Guarantee, which says that if the customer is
dissatisfied with a Xerox product within a
stated time frame after purchase, Xerox will
replace the product, at the customer’s
request, until he or she is satisfied with it.
So Xerox did not just copy the L. L. Bean
best practice.
 Xerox went a step further to adapt that best
practice to its specific customer needs.
BENCHMARKING FUNDAMENTALS
Phase 1: Plan
 Identify The Subject
 Identify Benchmark Partner
 Determine The Data Collection Method
 Collect Data
Phase 2: Analysis
 Determine Competitive Gap
 Project Future Performance
Phase 3: Integration
 Redefine Goals And Incorporate
 Communicate Results
Phase 4: Action
 Develop Action Plan
Phase 5: Maturity