An annual loyalty study among hospital customers
The brief
Every year, a world-leading medical equipment company asks us to measure the loyalty of its diagnostic device customers in China. The study assesses how loyal customers are, the level of service they receive, how it compares with competitors, what customers expect, whether those expectations are met, which improvements they want, and how they see their relationship with the company.
Why it was hard
The respondents are hospital decision-makers across China, up to C-level, who are hard to reach and short of time. A mail survey alone gets too few replies from them, and because the study runs every year, the results have to be collected the same way each time to be comparable.
How we did it
We delivered over 1,700 printed questionnaires to customers across China and entered the returns online. When returns fell short of the target, we followed up by phone to complete the numbers.
For the harder-to-reach decision-makers, we ran around 200 telephone interviews (CATI) from the client’s own contact list, with the interviewer filling in the client’s questionnaire. Our most experienced interviewers handled these calls, which raised participation among C-level respondents and drew fuller answers to the open questions. The same core team runs the study each year, so the method stays consistent and the trends can be trusted.
What the client got
A yearly read on customer satisfaction, its standing against competitors and the improvements customers want, which helps it stay ahead in a market it leads.
What it shows
Clients come back to us year after year. A tracking study needs a partner who runs it the same way every time and still gets hold of the hardest respondents.
Services: quantitative fieldwork ยท quality control
