Spanish to English Marketing Marketing Encuestas, valoraciones

It's about a bank survey to find out how clients rate different services provided. The expression "techos empíricos" means the highest ratings achieved by each sort of service (by any bank), which becomes a sort of "empirical limit" or whatever the adequate expression might be.

The term appears in the following context:

"Conocemos los techos empíricos que tiene cada componente. Si una marca competidora ha llegado a esa valoración, se convierte en un techo empírico."

Which I provisionally interpret this way:

"We know the empirical ceiling that each component has. If a competing brand has reached that valuation, it becomes an empirical ceiling".