Years ago I met a guy who worked for the California Prune Board — he was there in 2001 when the FDA gave them permission to use “dried plums” as an alternative to “prunes”. (Since then they’ve been called the California Dried Plum Board.)
Dried plums/prunes have long suffered from a stigma as an old person’s laxative-aiding fruit — an image which didn’t exactly endear itself with the under-70 crowd.
I remember him telling me how frustrating it was to work for the Prune Board, because they knew that if you gave prunes to 100 people who had never heard of their, um, intestinal powers, you’d get close to 100 people who would buy them — and promote them to others.
Explaining the importance of customer data-driven decision-making is usually met with little backlash. Who doesn’t love “big data” and big numbers? But sometimes the most useful insight can materialize from “small data.”
Enter: focus groups. “Wait a second,” you may be thinking, “what can a small group of people sitting around a table tell me about my product or service that I don’t already know?!”
I’m not privy to the scope of customer satisfaction research conducted by Vitamix, but I have a sense that it’s smart and continuous. I bet those folks know whether a person like you prefers chilled cucumber soup or gazpacho. They keep up on food and diet trends, know what people want from a blender, and they know how, when, and what a 72-year-old blends compared to a millennial.
Vitamix’s high priority on customer satisfaction certainly has a lot to do with why they’ve grown so rapidly over the past several years, and have been named Best in Class beverage blender for the seventh year in a row.
One of the things they clearly understand about customer satisfaction research is that it’s a process.
Want the benefits of customer analytics? Leave ego, fear and bias at the door.
The truth can be a tricky thing. In social settings there is plenty of truth we don’t get into — we don’t tell people they have parsley in their teeth. Even in cases where you know someone well, you have to be very careful with the truth. As George Bernard Shaw reportedly said, “If you are going to tell people the truth, you’d better make them laugh; otherwise they’ll kill you.”
Yet if you’re running a business or organization, truth is the only thing you should want, right?
Having high patient satisfaction is an important goal of patient care. According to Forbes, the most successful practices and hospitals actively and regularly seek and analyze patient feedback.
Getting feedback about which components are most highly correlated to satisfaction and knowing how to make a healthcare practice better can be complex and time consuming. A good satisfaction study involves crafting the right questions, reaching the patients at a time they are willing to provide feedback, aggregating and analyzing the results and finding key insights into which elements of the patient experience are most important and where changes should be made.