To compare yourself to the market on key service factors, a strategy map is a great tool. Not only does it list key service offerings, but how customers rate you on them and which of them is most important. The map allows you to compare yourself to other competitors so that you can see where you fall short.
Ultimately the tool helps you prioritize your efforts on factors most important to building customer value. By conducting the exercise, possible new areas of differentiation and value creation can be identified to ensure you satisfy and retain customers.