Notes that after‐sales field service has become an established competitive differentiator among equipment manufacturers. From the service provider’s perspective, effective field service management is essential for operational productivity, customer satisfaction and retention, and profitability. Benchmarking is a process for measuring a firm’s performance against the best‐in‐class, and using such an analysis to meet or exceed the best‐in‐class performance. Develops a benchmarking approach that utilizes customer satisfaction survey results in conjunction with a zero defects metric. The applicability of this method is demonstrated through its use in competitive and internal benchmarking of equipment field services in the case of a European office‐equipment manufacturer.