In real life, client satisfaction has been at the very heart of marketing strategies for the last four decades. Client satisfaction was previously perceived as going hand in hand with quality or value of the offer, and considered as automatically fostering loyalty, in keeping with the idea that a happy client is a captive client. Subsequently to the globalisation of markets and the upheavals caused by the digital revolution, things are no longer quite so straight-forward.
It can now be observed that a satisfied client is not necessarily a loyal one and that a loyal client is not always satisfied. But how can this be explained? And how can satisfaction be measured in order to optimise the management of client relations and set up adapted operational measures?
In Healthcare Market Research, evaluation of client satisfaction (physicians, pharmacists, patients, etc.) with regard to your products is crucial. Three indicators can be used to assess it and thus set up suitable strategies:
- CSAT (Customer Satisfaction Score)
- NPS (Net Promoter Score)
- CES (Customer Effort Score)
These take into account a more emotional dimension of client relations management and are based on simple questionnaires that are easily understood by all and that do not necessarily need to be distributed via the conventional client relations channels.