Satisfying customers and retaining their relationships is as much an art as it is a science.
For this reason, we believe that the best customer satisfaction data on your company is obtained through custom research conducted among your customers, rather than through a cookie-cutter approach that compares your scores to those of companies that don’t even operate in your industry. Our customer satisfaction and loyalty work starts with your company’s unique needs and delivers results that make sense for your business.
Industry: Pharmaceuticals
Area of Focus: Customer Satisfaction
Target: Physicians and HCPs, Key Opinion Leaders
Method: Quant online survey
Background: The Medical Affairs division of a leading pharmaceutical company utilizes Medical Science Liaisons to create peer-to-peer relationships with Opinion Leaders in the therapeutic areas it serves. The client needed a mechanism for obtaining unbiased feedback to help assess those relationships and to identify individual MSL training opportunities.
Business Question: What specifically do Opinion Leaders want when they interact with MSLs? Are the client’s MSLs providing what their specific assigned Opinion Leaders want from the relationship, and if not, how can a specific MSL improve?
Approach: Short quantitative online survey among Opinion Leaders in the client’s database who have interacted with the assigned MSL a minimum number of times. Conducted annually to track changes from year to year.
Outcome: Individual MSL “report cards” delivered to managers via an interactive tool utilized for performance review and individual training. Aggregate results and year-to-year tracking used by Medical Affairs group management to identify geographic area or therapeutic area opportunities, to guide departmental training and development activities, and to optimize investments in resources to be provided by the MSLs.
Industry: Consumer Services
Area of Focus: Customer Satisfaction & Loyalty
Target: B2B
Method: Quant online survey
Background: Lodging client holds an annual convention for franchisees to foster networking opportunities, tell them about new brand initiatives, and help them better market their hotels. The client wanted to gauge satisfaction with the convention among attendees to understand how it could be improved.
Business Question: How satisfied are attendees with the convention overall and on specific attributes, such as entertainment, networking opportunities, ease of registration, and education sessions?
Approach: Online survey conducted among attendees of the convention within two weeks of when the convention occurred.
Outcome: Results from the annual survey have led to changes in convention format and educational content to increase attendee satisfaction. Changes have also been made in food and beverage offerings, speakers, entertainment, and corporate marketing programs and tools provided.
Industry: Pharmaceuticals
Area of Focus: Customer Satisfaction & Loyalty
Target: Patients and caregivers
Method: Quant telephone and online surveys
Background: Pharmaceutical client has a toll-free phone number and email address for patients and caregivers to inquire about the company and its specific medications. Previous research showed a strong link between patients’ satisfaction with customer service and the number who talked to their doctor about the company’s medications.
Business Question: How well are the company’s customer care agents addressing patients’ information needs for the medications in which they might be interested?
Approach: Ongoing quantitative surveys via telephone and online with those who called and emailed the pharmaceutical company to gauge satisfaction levels with customer service and determine what actions they took following their contact.
Outcome: Based on study findings, the company streamlined its telephone menu system, increased the speed with which agents responded to emails, set clearer and more reasonable expectations for the type and amount of information agents were authorized to provide, and implemented training and incentives to provide faster and better follow-up when additional information was needed.