The Secret to Improving Customer Experience & Satisfaction
Our bio-pharmaceutical client needed a customer experience and feedback monitoring program to measure the performance of their customer experience program. The aim was to achieve parity or better in comparison to key competitors’ service offerings by eliminating hurdles to patient initiation tand maintenance.
These service hurdles included benefit verification, prior authorization assistance, a patient assistance program, a copay program, alternate injection pilot sites, patient transition, and program managers.
To improve the client’s customer experience initiative, the KMK market research team created an integrated customer experience tracking program in three components: operational metrics, transactional survey metrics, and relationship survey metrics
to combine with data extraction on transactions. The team also created both a dashboard and the analytic means for program evaluation and maintenance.
The dashboard was built to combine primary research measures with operational metrics, as well as a double-blinded study–a combination of relationship surveys (bi-annual) and transactional surveys (monthly)–among physicians, office staff, patients and caregivers.
Performance Dashboard through Operational Metrics
The operational metrics included quality metrics (e.g. on-time delivery, dropped calls), process metrics (e.g. call center wait time, problem resolution), and utilization metrics (e.g. call volumes, sample requests). The following acttions were taken to capture and integrate the components of the operational metrics to create the data staging platform
Survey Study through Transactional Survey Metrics and
Relationship Survey Metrics
The transactional survey metrics included customer intent (e.g. obtaining coding & billing assistance, get info on copay program), and customer satisfaction (degree of satisfaction with transaction).
The relationship survey metrics included customer usage (recall of usage – frequency, types of services and channels used), customer assessment (importance and performance rating), and overall satisfaction (client & Competitor(s)).
KMK helped to develop the panel of program users including healthcare providers, patients and caregivers. Furthermore, the following CE strategic survey framework delivered robust results in terms of satisfaction evaluation, awareness and usage of manufacturer offerings by brand and by panel participants.
The CE program allowed the client, for the first time, to benchmark their HUB performance against key competitors and diagnose the means to improve that performance by integrating operational metrics. This integration also supported continuous reporting and periodic diagnostic analysis for multi-wave study.
