XM Institute Customer Ratings - Overall Benchmarks XM Institute Customer Ratings - Overall Benchmarks

XM Solution Guided Program

XM Institute Customer Ratings - Overall Benchmarks

Compare the overall performance of your Customer Experience program against industry peers and best-in-class organizations in other industries delivering breakthrough customer experiences.

Core Experience

Customer Experience

Created By

Qualtrics XM Institute


Included with License


Composite metric measured across three dimensions: success, effort, and emotion

Measuring customer experience over time provides a valuable insight into performance trends.  But comparing your results against those of your peers provides even deeper insights into how well your organization is meeting the expectations of customers across the market. 

Customer ratings from the XM Institute help you to clearly understand the leaders delivering the best customer experiences in each industry and identify how your organization compares.  These results can be included within your Qualtrics CX dashboards to provide an ongoing comparison, and to help prioritize customer experience activities and investments.

With the Overall Customer Rating Benchmarks you can:

  1. Understand the overall performance of your Customer Experience program using 3 key criteria — success, effort and emotion
  2. Compare your performance to industry peers and against the market overall
  3. Identify the industries delivering best-in-class customer experiences and see the top providers within each industry
  4. Establish Customer Experience program goals based on company and industry comparisons of overall customer experience.

Outcomes Delivered

  1. Close competitive customer experience gaps
  2. Prioritize strategic business initiatives
  3. Compare your CX program to similar companies in your industry

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What You Get

Access to a collection of benchmark reports and the corresponding data used to measure the overall customer experience.

Customer Ratings – Overall is a cross-industry, open standard benchmark of customer experience. To generate these ratings, we asked >10,000 U.S. consumers to rate their recent interactions with 294 companies across 20 industries and then evaluated their experiences across three dimensions: success, effort, and emotion.

Industries covered include:

  • Airlines
  • Auto Dealers
  • Banks
  • Computers & Tablets
  • Credit Cards
  • Fast Food
  • Health Plans
  • Hotels & Rooms
  • Insurance Carriers
  • Investment Firms
  • Parcel Delivery
  • Rental Cars & Transport
  • Retailers
  • Software Firms
  • Streaming Media
  • Supermarkets
  • TV/ Internet Service
  • TVs & Appliances
  • Utilities
  • Wireless Carriers


Include XM Institute Customer Ratings – Overall into existing Customer Experience dashboards to serve as a reference point for your customer experience program performance.


The inclusion of the XM Institute Ratings – Overall can be included within the initial delivery of Qualtrics CX report views, or can be easily added at a later time.

Additional Resources

  1. XM Institute Customer Benchmarks implementation documentation from Qualtrics Support Center
  2. NPS Benchmarks from XM Institute
  3. Digital Customer Experience Benchmarks from XM Institute

Solution Details

Required License: Customer Experience 1



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