EUROPEAN CUSTOMER SATISFACTION RESEARCH
At the time, the main suppliers for contact lens and lens care were Bausch & Lomb, Johnson and Johnson and Ciba Vision. With the lens market rapidly maturing eye care was reaching its peak and becoming increasingly competitive.
The pressure on the suppliers and manufacturers to provide a highly efficient product and service had become paramount. Turquoise were asked to conduct a study which looked a the factors that underpin, customer satisfaction.
To establish a customer based satisfaction wish list whilst providing in-depth insights into various call centre attributes and how these affect the supply chain dynamics.
To establish the attitudes towards the customer service/satisfaction issues from an employee perspective
In order to answer the objectives for the client, a qualitative approach was utilised. Comprising of 2 focus groups in each of the four markets Holland, Spain, France and the UK. The groups respondents were practising lens fitters with a mixture of Optometrists and Ophthalmologists as well as Opticians Assistants who were in regular contact with the customer services departments of the various companies supplying the market. In addition to the customer groups, 5 employees from the respective call centres were interviewed at the call centres on the day of the groups in each country.
The results illustrated where improvements needed to be made in terms of conceptions and services. This information was then used to develop a strategic plan which was implemented to improve performance and satisfaction.