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Market Research
Customer Satisfaction Survey
Brief
West Pharmaceutical Services, Inc. is a global pharmaceutical
technology company that applies proprietary materials, science, formulation
research and manufacturing innovation to advance the quality, therapeutic
value, development speed and rapid market availability of pharmaceuticals,
biologics, vaccines and consumer healthcare products.
74 million of West's products are now used daily around the
world and the Company is committed to continuously improving its customer
satisfaction levels. In 2003 West had undertaken a satisfaction survey,
resulting in various improvements being identified. West wanted to carry out a second survey to confirm that
improvements had been noticed and look for areas in which further
improvements could be made. Northbank, as an impartial third party with industry knowledge, was
commissioned to undertake all aspects of the survey and report back to West
with the findings.
Objectives
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Measure current levels of satisfaction |
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Measure perceived improvements since previous year |
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Identify areas for further improvement |
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Gather additional market information |
Methods
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A global database of West customers was created |
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Working with West, Northbank facilitated survey
design and question formulation and also created a 'semantic differential'
scoring system |
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Incentive research was carried out to identify an
appropriate item for respondents to improve response rates and at the same
time draw parallels with West's product offering. A high quality stainless steel wine bottlestop, laser engraved
with Corporate branding was produced |
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Postal surveys were distributed to customers in
Europe and Asia with an accompanying letter introducing Northbank as an
impartial third party |
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Business reply envelopes were produced and enclosed
with each survey to increase the response rate |
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Responses were collected and, once collated into a database,
underwent an accuracy and quality check |
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Statistical analysis
and qualititative assessment were used to analyse data and draw out
points of interest. Drawing from these analyses, Northbank compiled practical
and actionable recommendations which were conveyed to West in a report and
executive summary presentation |
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Collated raw data was supplied to West for future use |
Results
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The survey received a high response rate of 26% |
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86% of respondents requested the free gift |
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The accompanying thank you letter has driven
customers to sign up to the Company newsletter, improving customer contact |
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West was extremely pleased with the results and
preferred the new format in which Northbank presented the survey
results. The Company was able to draw
conclusions more effectively and decide on appropriate actions |
1 April 2005
To
discuss our capability in this area please contact:
Peter Colley, Director
+44 (0)1260 296 500
p.colley[at]northbankcommunications.com
Credits
This project was implemented by Peter Colley and James Parkinson
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