Healthcare
A new approach to monitoring customer relationships
Customers demand to be heard
Forging a partnership
Increasingly, customers expect more from a customer satisfaction research interview than to be treated as an anonymous respondent in a number-crunching exercise. They want their interview to be treated as part of the ongoing dialogue with their supplier to address their specific concerns and improve the service they receive. To this end, they are increasingly keen to waive anonymity and have their responses passed on directly to the Account Management team.
Research buyers, in their turn, are realising the value of integrating survey responses into CRM processes and responding to customers at an individual level, so that the issues raised by customers are turned into opportunities for cementing the customer relationship and building new business.
Thus, a new kind of partnership is evolving between clients, researchers and respondents, where customer satisfaction research becomes one element of the account management process.
How we can help
ORC International has pioneered methods of helping clients achieve a closer link between customer satisfaction and actionable CRM – producing real time, proactive programmes, often facilitated by the innovative use of technology. Our emphasis is on providing:
- speed of access – using innovative technology to “flag” urgent issues and disseminate customer feedback to relevant stakeholders
- high quality of interviewing – to deliver accurate and meaningful feedback to customer-facing staff
Case study
The client is a leading European supplier of managed services that designs, builds and operates systems and services for customers across a wide range of markets.
The client operates a comprehensive and tiered approach to customer relationship management. The delivery of a high quality customer satisfaction measurement service – to demonstrate commitment to listening to customers and to enhance customer relationships – is key to helping the client achieve its corporate objectives.
- Scope – programme of over 160 face-to-face customer interviews annually, approximately one hour long, across more than a dozen European countries
- Interviewing – interviews conducted by a small team of mature, highly experienced business consultants in local languages
- Reporting –concise management report produced for each account, identifying clearly prioritised customer requirements
- Benefits – delivery of impartial, consistent feedback from customers to assist Account Managers in the preparation of improvement plans
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