| 1 April 2005
Satisfaction’s what you need…
When West Pharmaceutical Services wanted to carry out a customer satisfaction survey to gauge the current level of satisfaction of West customers, Northbank was called upon to provide initial-stage consultation, conduct the survey and recommend actions based on the survey findings. In the life science industry, as others, having won customers it’s important to try and retain them. Today’s highly competitive business environment means that if customers are not satisfied with their purchasing experience they are likely to switch to competitors.
Customer care is no longer an optional extra, it’s a must. Therefore, significant time and resources needs to be invested in maintaining and exceeding customers’ satisfaction levels. In order to do this well it’s important that companies are proactive in monitoring customer satisfaction; despite the image that customers love to complain, very few actually do, they simply depart.
Often the best source of this information is through continuous contact with front line staff. However for more quantitative, unbiased information, an anonymous, statistical customer satisfaction survey is highly effective.
This was the case with West Pharmaceutical Services who had previously undertaken a satisfaction survey the year before, resulting in various improvements being identified and implemented. 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. The survey also provided West with the opportunity to gain additional market information. As an impartial third party with industry knowledge, Northbank was commissioned to undertake the survey on West’s behalf.
The project involved three stages. The first stage involved Northbank in a consultative role to establish clear objectives, decide on process and create an easy-to-use questionnaire and scoring system. Northbank also researched incentives and a quality stainless wine bottlestop, laser engraved with Corporate branding was decided upon as this drew parallels with West product offering.
The second stage involved the physical distribution, including business reply envelopes to aid response rate, and collation of the responses into a database. The survey received a high response rate of 26%.
The final stage of the survey involved Northbank’s intellectual input in analysing the data and recommending practical, actions for West to implement in the coming months.
Northbank has also recently completed surveys on behalf of NASDAQ and LSE listed companies to measure customer satisfaction and perception within targeted audiences of customers, potential customers, investors.
View case study
back
to news
|
