The purpose of a benchmark is to create a uniform, superior response to situations that occur daily. The objective of a benchmark is to raise the level of service and performance to its maximum, and maintain that level every day. Here's an example. Doorman greets the customer, takes his bags puts them on a cart and waits for the customer to check in. The customer checks in, comes back, claims his bags and a bellman takes them to the room.
Customer drives up to the hotel entrance.
Mr. Gitomer, follow me, you're about to have a great stay here. Marvin leads me to the front desk. If you'll just give me your credit card, I'll have you taken care of in no time flat. Bill, please take our special guest, Mr. Gitomer to his room. Mr. Gitomer, I'm Bill.