Customer Satisfaction and Needs Assessment Market Studies Medical Supplies, Devices, and Services Steven J. Fuller InforMedix Marketing Research, Inc. Who Needs to Measure Customer Satisfaction? Since the early 1980’s, everyone in the medical industries has known how the challenge of cost reduction has revolutionized hospitals and alternate-site providers. What is is the speed with which medical suppliers are new forced to redesign products and services to meet customer requirements, as providers struggle to boost efficiency and while ensuring their quality of service. How can a manufacturer or service provider continue to meet the changing requirements and preferences of this complex customer base? By regularly and assessing needs using measuring customer satisfaction formalized market research. This article explains for designing and conducting a customer satisfaction investigation. It includes six key steps examples of survey questions and discussion topics, taken from actual surveys performed by InforMedix Marketing Research. The term Satisfaction covers a broad range of methods for measuring performance and “Customer finding ways to provide a better product, service, or delivery method. During the past few years, InforMedix Marketing Research has carried out studies with each of the following basic goals: To support with consistent and periodic continuous quality improvement programs measurements To to look for early signs of change. monitor the level of customer satisfaction To find to help medical professionals perform their jobs product and service improvements better. To measure sales force and distributor performance. To find opportunities for improving in-house customer support. To which need enhanced or alternative types of products or identify special customer groups services. The most basic customer satisfaction investigation is simply a formalized of the customer base to see “scan” how well a supplier is doing. Asking a large number of customers how they feel about products and services can give the vendor a wealth of information for planning new marketing strategies. More comprehensive customer satisfaction studies can be developed which ... show how to attract unserved customer groups, clarify the problems in weaker sales territories, show strengths and weaknesses in home-office support, and explain why a competitor is gaining ground with important customers. These broader investigations are often termed assessment” studies, because they not only measure “needs satisfaction (or lack of satisfaction) they also offer clear direction as to to improve a what should be done — company’s relationship with its customers.
Customer Satisfaction and Needs Assessment Market Studies Medical Supplies, Devices, and Services Steven J. Fuller InforMedix Marketing Research, Inc. Who Needs to Measure Customer Satisfaction? Since the early 1980’s, everyone in the medical industries has known how the challenge of cost reduction has revolutionized hospitals and alternate-site providers. What is new is the speed with which medical suppliers are forced to redesign products and services to meet customer requirements, as providers struggle to boost efficiency and while ensuring their quality of service. How can a manufacturer or service provider continue to meet the changing requirements and preferences of this complex customer base? By regularly measuring customer satisfaction and assessing needs using formalized market research. This article explains six key steps for designing and conducting a customer satisfaction investigation. It includes examples of survey questions and discussion topics, taken from actual surveys performed by InforMedix Marketing Research. The term “Customer Satisfaction covers a broad range of methods for measuring performance and finding ways to provide a better product, service, or delivery method. During the past few years, InforMedix Marketing Research has carried out studies with each of the following basic goals: To support continuous quality improvement programs with consistent and periodic measurements To monitor the level of customer satisfaction to look for early signs of change. To find product and service improvements to help medical professionals perform their jobs better. To measure sales force and distributor performance. To find opportunities for improving in-house customer support. To identify special customer groups which need enhanced or alternative types of products or services. The most basic customer satisfaction investigation is simply a formalized “scan” of the customer base to see how well a supplier is doing. Asking a large number of customers how they feel about products and services can give the vendor a wealth of information for planning new marketing strategies. More comprehensive customer satisfaction studies can be developed which ... show how to attract unserved customer groups, clarify the problems in weaker sales territories, show strengths and weaknesses in home-office support, and explain why a competitor is gaining ground with important customers. These broader investigations are often termed “needs assessment” studies, because they not only measure satisfaction (or lack of satisfaction) — they also offer clear direction as to what should be done to improve a company’s relationship with its customers.
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