I have been asking all the Customer Experience Directors I meet whether they benchmark their customer experience against the past or their main competitors and the answer is more often than not - NO. When I ask "why?" the usual answer is that this is just too difficult of a thing to do. 

AI is being hailed as the new panacea to big data challenges and customer feedback data is just one of those in which it excels.

When used for analysing the growing mountains of customer review feedback and NPS and the more intelligence you give it upfront the faster, more accurate and consistent the results will be.