By setting points of reference from which measurements, comparisons and evaluations will be made. In call centers, benchmarking refers to standards set for comparison of staffing, processes and assistance with other organizations or industries to evaluate and identify improvement opportunities in an organization. The process of measuring performance against a set a standard. Benchmarking in the call center industry refers to comparing demographics, processes, and service against parallel organizations to identify gaps, strengths, weaknesses, improvement and efficiency opportunities in one’s own organization.