Customer experience benchmarking, done like an audit
Most "customer experience insights" are really just opinions — confident, nicely designed, and impossible to check. Benchmarking replaces the opinion with evidence: the leading brands in an industry, scored on the same two axes, against established frameworks, with a source behind every number.
One method, every brand, the same yardstick
Customer experience benchmarking scores the leading brands in a market on one repeatable set of criteria — so you can compare them like-for-like and see exactly where any one of them stands.
What a brand has built
The functionality that matters in that industry — search, fulfilment, an app, loyalty, accessibility and the rest — scored as present, partial or absent across every channel. Coverage is table stakes: most brands can build the features. Having them is no longer the achievement it once was.
How well it's executed
The same functionality, scored on execution against 13 established UX frameworks. The checkout that doesn't stumble, the policy you can find, the page that just works. The gap between what a brand has built and how well it's built is usually where the real opportunity lives.
The four-step benchmarking engine
The same repeatable process behind every Jackdraw report — so each benchmark is comparable, current and backed by evidence.
Criteria library
A tailored checklist of the functionality that matters in that industry, across six channels — the yardstick every brand is measured against.
Brand bank
The leading brands in the market, with verified web and app touchpoints, so the comparison is complete and fair.
Two-axis audit
Every brand scored on coverage and quality against 13 UX frameworks — Nielsen, Shneiderman, Fitts, Hick, WCAG and more — each call with a source and a confidence level.
Scorecard & trends
Two leaderboards, channel and framework breakdowns, the blind spots and the predictions: the whole picture, and what to do about it.
How we score, and why you can trust it
Every Jackdraw CX Index benchmark gives each brand a Jackdraw Score out of 100, split into coverage and quality. Here is how those scores are made, and why you can rely on them.
Independent
We have no commercial relationship with the brands we score. The ranking is ours, not theirs.
Brands don't pay
No brand pays to be included, or to rank. Inclusion and position are earned against the criteria, never bought.
Evidence, not opinion
Every score carries a documented source and a confidence level, recorded call by call and reviewed by hand.
AI scales the judgment, it doesn't make it
I set the standard from 13 established UX frameworks and review every score. A purpose-built engine applies that same standard consistently across every brand; the judgment stays human.
Right of reply
Every brand named in a benchmark is invited to review its results and respond, before or after publication.
Honest about the limits
A benchmark measures what's on the screen against a defined standard. It's a snapshot with a use-by date, not a replacement for talking to your own customers.
Evidence beats opinion — and comparison beats a hunch
Three things a benchmark gives you that a workshop or a single survey can't.
A defensible number
Traceable to the evidence. Every score traces to a page, a screen and a documented reason, so you can show the board exactly why you rank where you do — no vibes, no vendor spin.
Your true position
Measured against the whole market. Scored on the same criteria as everyone else, you see where you actually lead, where you lag, and which competitor is quietly pulling ahead.
A ranked to-do list
Sorted by impact. The coverage-to-quality gaps point straight at the highest-impact fixes, so effort goes where customers will actually feel it.
Three ways to use the benchmark
The same two-axis method, applied at three altitudes.
Read an industry benchmark
Superannuation, general retail, fashion and fast food are live, each ranking the leading Australian brands on both axes.
Benchmark your own site
A personalised CX & UX audit of your website against the same yardstick, with a prioritised action plan. A$1,500.
Commission a custom benchmark
Need an industry we haven't covered yet, or a private benchmark of a specific set of competitors? We build them to order.
Customer experience benchmarking, in plain terms
What is customer experience benchmarking?
It's the practice of scoring the leading brands in a market on the same, repeatable set of criteria, so you can compare them and see exactly where any one of them stands. Jackdraw scores on two axes — what a brand has built (coverage) and how well it's executed (quality) — against 13 established UX frameworks, with a documented source behind every number.
How is CX benchmarking different from a customer survey?
A survey tells you how customers feel; benchmarking tells you what is objectively there on the screen and how it compares to the market. They answer different questions and work best together — the benchmark finds the gaps, a study explains the why.
How do you benchmark a website's customer experience?
Build a criteria library of the functionality that matters in that industry, verify each brand's web and app touchpoints, then score every brand on coverage and quality against established UX frameworks — recording a source and a confidence level for each call. The result is two leaderboards plus the channel and framework breakdowns.
How often should you benchmark customer experience?
Digital experience moves quickly, so a benchmark is a snapshot with a use-by date. Jackdraw refreshes each industry benchmark every six months, so you can track whether a brand is improving or slipping.
Do you benchmark experience in Australia specifically?
Yes — Jackdraw is a Melbourne-based, independent CX and UX consultancy, and every live benchmark covers the leading brands in the Australian market (with international brands included where they compete here, as in fashion).
Benchmark the experience — don't guess at it
Browse the published industry benchmarks, or have the same two-axis method turned on your own site.