Alexian Brothers Health System (ABHS) observes its customers on an ongoing basis, evaluating usage, perceptions and awareness and anticipating future satisfaction. The goal of this research endeavor was to understand how customers perceived the ABHS brand as well as the market at large to formulate a marketing strategy informed by a rigorous 360° market assessment.
Studying perceptions over a span of time indicated peaks of excellence, paths of mediocrity and troughs of failure guiding future efforts to build brand strength. High customer satisfaction is the goal of every business, so understanding customer perceptions helped ABHS retain and gain more followers by streamlining marketing efforts and updating product offerings to exceed customer expectations.
For this case, two ABHS studies were blended together to gather insight from both customers and the general market, which allowed greater research efficiency and reduced project costs.
1) Customer Research
Although new business and potential is important, it is vital to understand how well the needs of our current customers being met. In an environment of limited resources, a key driver analysis helps provide focus as to what key variables are driving loyalty.
Alongside a market study, customers were oversampled in data collection to gain a statistically valid viewpoint of their perceptions of service.
Key Drivers of Satisfaction
Ideally, every single customer is 100% satisfied at every step of the customer experience. When that may not be the case, we can research the reasons behind loyalty and dissatisfaction. This process uses statistical techniques to identify the key variable that truly impacts satisfaction and loyalty, which is vital to the customer relationship.
Customer Satisfaction Tracking
Tracking data provides insights monitored and compared over time. Tracking customer satisfaction, behaviors, and trends guarantees that your brand is ready to face a dynamic marketplace.
2) Market Assessment
To monitor perceptions and attitudes of consumers within its primary and secondary service areas, SMARI conducted an ongoing community perceptions study using online consumer feedback collected every other year.
Not only was the data analyzed overall, but SMARI was able to define areas of opportunity by respondent age group, service sector and by specific hospital within the system.
Taking a step back and synthesizing the data, SMARI will uncover where your brand stands in the market place by identifying the internal and external factors changing the marketplace. This analysis will provide a go-forward strategy to guide business decisions.
Develop a competitive landscape by mapping your brand and key competitors against specific brand attributes. This technique helps illustrate what your brand stands for, what competitors bring to the table and what opportunities exist that can be uniquely seized by your brand, ahead of others.
Brand, markets, and consumers changes constantly. Tracking brand perceptions, awareness, and trends over time can help navigate through to the optimal strategy to face a dynamic marketplace.
3) Promotion Research
Survey responses illuminated effects of advertising campaigns and strategies, and helped guide future efforts toward both new existing customers, appealing to them to engage with the hospital system.
Need to gain an understanding of where your brand and product awareness stands in the market? SMARI can capture insight as to overall recall of brand and advertising to include channel recall. Take this a step further to recall main message and favorability.
Open-ended responses offer insights from customers in their own words. Even when responses are varied and in-depth, SMARI is able to analyze them in aggregate using text analytics to determine trends, themes, and unique perspectives.
Not only did SMARI’s analysis give a clear landscape of consumers’ perceptions and attitudes, but the continuity of findings laid the path work for a schedule of ongoing customer feedback research.
Consumer perceptions during an upcoming merger between the Alexian Brothers Health System and another health system will need to be monitored to assure a smooth transition and welcome new customers to ABHS.
The continuing relationship between SMARI and ABHS keeps both parties up-to-speed on the questions that
need to be asked to best understand the needs of the customer.