Percentage of customers using your business entity's website for information gathering on your business entity's products/services

This measure calculates the average percentage of customers that gather information on a business entity's products/services via the website ( It is part of a set of Supplemental Information measures that help companies evaluate additional variables not covered elsewhere for the "understand markets, customers, and capabilities" process, which helps a company make sense of the market and identify the right opportunities to be capitalized.

Benchmark Data


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Measure Category:
Supplemental Information
Measure ID:
Total Sample Size:
766 All Companies
25th Median 75th
- - -
Key Performance Indicator:

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Compute this Measure

Units for this measure are percent.

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Percentage of your customers uses your website (your company for information gathering or research on your products/services

Key Terms

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Supplemental information is data that APQC determines is relevant to decision support for a specific process, but does not fit into the other measure categories such as cost effectiveness, cycle time, or staff productivity.

For survey purposes, a business entity is defined as an entity that:

  1. performs significant aspects of the processes for the surveys identified, or
  2. is part of a cost or revenue center within the company.

Within your organization, diverse departments may be geographically co-located, with closely integrated operations that form part of one "business entity" which may be a great distance apart. When trying to determine if related parts of your operation should be considered a single business entity, look for the following characteristics:

  • Do they operate closely together?
  • Do they serve many of the same customers?
  • Do they support the same region or product group?
  • Do they share any performance measures?
  • Is data meaningful at a consolidated level?

Examples of business entity definition:

  1. A general ledger accounting unit located in Germany has two groups. One performs general ledger accounting for the corporate headquarters, which has three business units. The other group does general ledger accounting for one of the three business units. In spite of their geographic co-location, their roles are substantially different and consolidating their data into a single response would make it less meaningful. Each group should be treated as a separate business entity.
  2. Three business units within a corporation use a shared services center for accounts payable and expense reimbursement, but are self-supporting for the other financial processes. The best approach is to make the shared services centre a separate business entity for accounts payable and expense reimbursement, and to retain the three original business units for the other financial processes.
  3. A global manufacturing company has five plant locations, each manufacturing product and each with its own logistics operations. For purposes of completing a manufacturing and logistics survey, they should be treated as five separate business entities.

Measure Scope

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Cross Industry (7.3.1)

  • 3.1.1 - Perform customer and market intelligence analysis (10106)
    • - Conduct customer and market research (10108)
      • - Understand consumer needs and historical behaviors (10114)
      • - Predict customer purchasing behavior (21424)
    • - Identify market segments (10109)
      • - Determine market share gain/loss (10115)
    • - Analyze market and industry trends (10110)
    • - Analyze competing organizations, competitive/substitute products/services (10111)
    • - Evaluate existing products/services (10112)
    • - Assess internal and external business environment (10113)
  • 3.1.2 - Evaluate and prioritize market opportunities (10107)
    • - Quantify market opportunities (10116)
    • - Determine target segments (10117)
      • - Identify under-served and saturated market segments (18941)
    • - Prioritize opportunities consistent with capabilities and overall business strategy (10118)
    • - Validate opportunities (10119)
      • - Test with customers/consumers (10120)
      • - Confirm internal capabilities (10121)