Project Description

“Understand drivers of loyalty among decision makers and assess the current condition of client’s customers relations”

THE CONTEXT OF THE RESEARCH

A world leading medical equipment company commissions UniqueView each year to help them understand the drivers of loyalty among decision makers and assess the current condition of their customers relations. Through this annual CRM tracking study they want to measure their performance in the diagnostic devices market in order to make continuously improvement on their offerings and services and to understand Chinese consumers‘ attitudes towards their products and services in the following areas:

  • Assess the loyalty of their customers
  • Assess the level of service reached
  • Understand how their services compare to services of main competitors
  • Understand their customers’ expectations of their products and services
  • Find out if the client meets their current expectations
  • Identify the improvements customers are expecting
  • Identify the kind of relationship perceived between client and their customer

OVERVIEW

Different methodologies were used depending on the type of survey and target respondent.

METHOD 1 – Mail Survey

Over 1700 printed questionnaires had been delivered all around China to the target group and respondents, to identify

  • customers’ satisfaction level
  • improvements and changes customers would like to see

After collecting the returned mails, we helped input the data online. During the collecting period, if the amount of feedback didn’t reach the target, then we would, also, conduct phone interviews to complete the required number of the questionnaires.

METHOD 2: CATI

Around 200 of required surveys were conducted via CATI  where the interviewer fills in the questionnaire hosted by the client to attempt to obtain a higher quality of information being collected, especially their feedback on open-ended questions. It also results in a higher participation rate, particularly with hard-to-reach C-level respondents. The contact list was provided by the client to reach the respondents. Experienced interviewers were used to guarantee the result of the interview and to make sure all respondents were treated appropriately.

CONCLUSION

The results of this survey gave our client a better understanding on how their customers feel about their products, services and the partnership with them. Essential insights have been obtained on Chinese consumers’ overall satisfaction and their perception on our client and their competitors, which provided our client with a clearer idea of further improvement to be derived to help hold the leading position in the healthcare area.