Well internal parameters can very from industry to industry. As a Customer Experience Advocate, I would divide it into two parts.

If you are a practitioner, you can follow, these three presentations as template.

Presentation Holy Quran in English, Holy Quran Translation Providers Read...

Research Buzdar Insights Project: Google Phone: Market Research proje...

Research Buzdar Insights Project: Smart Waste Managment:: Waste Manag...

If you are looking in academic perspective, I hope you will find below answer useful.

1-Measure the brand equity, customer experience index of employees make sure employees are company brand ambassador. Its must for every company. Some references you can quote if you picked this point for your analysis.

Book Customer Experience Management A Handbook to Acquire and Ret...

Article Customer-based brand equity and firms' performance in the te...

Book 50 Customer Experience Lessons

Article Measuring and Comparing the Desired and Actual Service Quali...

2- Are the employees trained enough to meet the changing business requirments

Article The Impact of Training and Development on Employee Performance

3- Also look at digital aspects, are you using latest tools. Digitlization has changed users life.

https://www.researchgate.net/publication/326316852_Impact_of_Digitalization_on_Holy_Quran_Readers_Experience_and_Expectations

I would suggest you do the following as a first step:

1- Start looking at the Business Model Convas (BMC) if there is one available and if not, desing one. The BMC is very important for any business as it is a central reppository for and a focus on the main key drivers required as a base for any business.

The BMC 9 key drivers elements are a mean for business operations to be able to identify revenue sources, be customer, products and finance focused.

The 9 key drivers are as follows:

Each of these subset elements require a work breakdown to highlight all the main key drivers and for this you would need a thorough analysis to build up your BMC.

To put all these elements into practice, you would have to start mapping your business strategy based on identified BMC components.

I would suggest you use Kaplan strategy map (Vision, Mission, Goals and business objectives based on the four perspectives: Financial, Customer, Internal/Business processes and Learning & growth). The strategy map is read bottom up by the way.

Once you have identified your strategy goals and objectives, you will need to identify the key success factors and Key performance Indicators. These should be inserted into a matrix for tracibility to make sure you have a constant transparency on the progress of your KPI's.

Here is an example of the BMC.

First, it is necessary to study the market of this specific industry and compare it between the studied countries - to identify the common and distinctive. Secondly, to study how long this specific business has existed on the market, who created it for the first time? What were the barriers to entry? And as a result, to form the trends of business development in the country-an example, and for all-in the form of General recommendations

I suggest a fundamentally qualitative analysis, which seeks the basis of the business, including checking the market trajectory of the product itself and competitors.

While conducting Internal analysis, a company needs to compare their capabilities, be they technical or managerial vis-a-vis competitors. The gaps would be evident while doing benchmarking. It could be a competitor or the best in any industry having synergy with the company. By bridging the gaps you can improve your competitiveness. However, the cost and time factors need to be kept in mind before taking the plunge.