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BACKGROUND

CHALLENGE

IMPACT

The Client, a global leader in surgical technology and innovator in procedural improve-ments across surgical disciplines wanted to receive feedback from its customer base on how the Company was performing in its key business processes. The goal was to identify if there were areas for immediate improvements, as well as longer-term service and product line opportunities.

Anticipating entry of significant new competition, the Client wanted to gain in-depth insight on overall customer satisfaction for pre-sales, sales, and post-sales activities. The study was to develop an unbiased baseline assessment of the Client’s performance and to establish a longitudinal customer satisfaction tracking program administered on an annual basis.

SOLUTIONTo understand the elements that influence satisfaction and dissatisfaction among the customer base, The MarkeTech Group (TMTG) performed qualitative interviews with 16 Client customers. In addition, the interviews were structured to elicit forward-looking projections from customers to ensure that a survey design would be relevant for multiple years. Using this knowledge, TMTG designed a survey that was fielded to over 1200 Client customers in 14 countries. Data from the survey was used to develop Net Promoter Score for interactional satisfaction, Importance/Satisfaction plots for relational satisfaction, and Perceptual Maps for Client vs. Competitor positioning.

The study found that the Client had developed a truly unique and valuable brand among all surveyed medical specialties. Results also exposed weaknesses that could potentially be exploited by competitive entrants. In addition, a survey vehicle was validated for multi-year use to identify and track customer response to strategic initiatives, marketing campaigns, and operational changes to technical and clinical support programs. Furthermore, strategic strengths of the Client - to be reinforced for sales success- were identified by TMTG.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

PRODUCT CREATION

LAUNCH PREPARATION

Medical DeviceMedical Imaging

Medical DiagnosticsMedical IT/eHealth

BiotechnologiesPharmaceuticals

Technology AssessmentOpportunity Analysis

Customer and Product RequirementsProduct Concept Testing

Segmentation AnalysisBrand Positioning

Packaging and Materials Testing

Go to Market PlanningPricing

PRODUCT MONITORINGCustomer Satisfaction and Loyalty

Post Launch Acceptance

MARKET RESEARCH AND PLANNINGCustom Market Analysis

Market Mix Analysis

Customer Satisfaction and Loyalty Assessment

TECHNOLOGY GO / NO GO

North America