Using IDEAS to get started on benchmarking

Presents a method of operational benchmarking especially suited to those seeking a low profile or low key approach. Benchmarking is interpreted in a broad sense, thus making the technique accessible to those who would not want a large‐scale project. The IDEAS acronym represents the inquiring, deciding, expanding, analysing and specifying stages that would take the benchmarking organization to the point of implementation. Describes a service quality case study to provide an example of the method. The case study is an investigation of how to improve counter service in banking and is based on research conducted in Taiwan and Britain.