How Online Voice of the Customer (VoC) Panels are Improving the Consumer Experience

Voice of the Consumer

Using online Voice of the Customer (VoC) panels help improve consumer satisfaction by fostering collaboration with a customer through online surveys and communities to uncover sentiment, satisfaction and loyalty. As healthcare marketers we are no stranger to focusing on the entire consumer experience, not just one piece of the pie. With quite a few healthcare organizations moving towards expansive, integrated delivery networks, it’s no surprise that continually measuring consumer interactions have become increasingly important.

What stood out most to me at SHSMD’s Annual Conference was the focus on improving consumer satisfaction. The topic of how to improve the consumer experience was repeatedly incorporated into the sub-text of each conference breakout session conversation during lunch, one-on-one conversation and client dinners. Companies with consistently high customer satisfaction like Amazon.com, Marriot International and Southwest Airlines view great service as a continual challenge.

Cleveland Clinic and Dean Health’s approach to continually improving customer satisfaction are great examples in healthcare. Both organizations encourage patients to share their experiences which has led to real present and future changes. With a combined seven years of data and experience, these industry-leading organizations have been able to measure the impact their online VoC’s have had on the consumer experience. What I like most about online VoC’s over traditional quantitative surveys and focus groups are the fact that online VoC’s are not relevant to awareness, positioning and brand loyalty. Amen to focusing on more than just awareness.

Both the Cleveland Clinic and Dean Health found the following benefits of online VoC’s over traditional consumer surveys and focus groups:

  • Rapid response
  • Ability to reach a given target audience
  • Cost savings
  • Shorter surveys / interviews
  • Avoid HIPPA concerns and compliance issues
  • Sampling flexibility
  • Verbatim comments

Given the benefits to the healthcare industry, we should take a closer look at how we can incorporate online VoC’s into our organizations. Like Cleveland Clinic and Dean Health, Geonetric is obsessed with client satisfaction and continually measuring our clients’ satisfaction levels. This is why we consistently exceed our goal of 5.0 or better on a scale of 1 (lowest) to 6 (highest) in the Overall Satisfaction category. Geonetric uses an online VoC which all of our clients have access to in addition to asking for feedback on a quarterly basis. While the bar might have been set high in other industries, we intend to continue our quest to influence the customer experience.

Contact us today and find out why Geonetric clients consistently rate us highly and how we can help you impact your own client satisfaction.

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This entry was posted in Best Practices, Consumer Expectations, eHealth, Industry Trends, Marketing, User Experience by Kevin Stejskal. Bookmark the permalink.
Kevin Stejskal

About Kevin Stejskal

Kevin’s energy is contagious. He’s fun to be around, easy to talk to, and knows a thing or two about helping hospitals advance their online goals. That’s why healthcare professionals consistently turn to him for guidance and insight. As an account manager at Geonetric, Kevin helps clients stay ahead of their competition and make informed decisions about their eHealth initiatives. Kevin’s a team player – and we’re not just saying that because he won the 2007 Regional Teamwork Award while a marketing manager at Kaplan Test Prep and Admissions. He uses his experience leading marketing teams to bring new ideas to Geonetric’s business development team and to help his clients gain buy-in for their Web strategies. This history buff and fisherman holds a BA in Communications from Clarke College and uses his coworkers as guinea pigs for his wife’s cupcake-making hobby. We’re not complaining!

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