Approach
In the first phase, 10 qualitative in-depth interviews were conducted with existing and potential customers (hospitals and nursing homes) to gain insights into their perceptions, needs, and current experience of the service.
These insights were then tested more broadly in the market through a quantitative market survey. This online survey aimed to measure current satisfaction and validate the current strengths, weaknesses, and potential unmet customer needs.
This survey had a very high response rate: 49% of the contacted individuals participated.
There was sufficient representativeness at:
- Country: Belgium and the Netherlands
- Segment: Hospitals and nursing homes
- Profile: Management, Procurement, Purchase, Logistics
Subgroup analyses and conclusions were possible at these levels.
Example summary slide per profile and satisfaction aspects on the Customer Journey:
Results
With these insights, Hospital Logistics can refine its future strategy in a very targeted manner. They have identified where the focus and resources should be deployed to further build a sustainable customer relationship.
