ABSTRACT
All service providers need positioning. Executives want to know where they stand in comparison with the industry average and to best practices. Benchmarking is well known and well accepted in many industries. This chapter devotes particular attention to benchmarking indicators, myths, advantages, and risks. Product and service portfolio benchmarks are very popular with service providers. But differentiation is difficult because neither customers nor service providers know the difference due to the high number of product and service options.
