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. Customer drives up at a hotel. 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. Bill, please take our special guest, Mr. Gitomer to his room. Mr. Gitomer, I'm Bill. The best bellman this side of the Potomac River.