Aopo customer service_presentation

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1. What do you want tolearn today?© 2012, The Research & Planning Group. All rights reserved.Voice of the CustomerFrom Insight to Action-How CustomerSurvey Design…
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  • 1. What do you want tolearn today?© 2012, The Research & Planning Group. All rights reserved.Voice of the CustomerFrom Insight to Action-How CustomerSurvey Design and Data InterpretationLeads to Higher PerformanceJune202013
  • 2. the Research & Planning Group 2The Research & Planning Group has been conducting opinion research studies for 30 years.Who We AreWe combine both quantitative and qualitative methodologies in our research design.
  • 3. the Research & Planning Group 3OPOs We’ve ServedWe have conducted studies within the OPO industry since 1998.Within the last seven years, we’ve conducted studies for fifteen different OPOs across the country.
  • 4. the Research & Planning Group 4Studies We’ve DesignedThe greatest demand has been for our satisfaction studies with hospital partners and donor families.Our research for the OPO industry has covered a variety of topics.
  • 5. the Research & Planning Group 5Who are Your Customers?We often talk about the “voice ofthe customer” in opinion research.But in a medical service industry, “thecustomer” can be extremely difficultto define.In the OPO industry, some stakeholders areon the front end of the donationprocess, while others are on the back end ofthe process.It is important to solicit feedback from all of them, but it’s mostimportant to place a primary focus on feedback from those whoplay the greatest role in determining an OPO’s success:Hospital partners and donor families.The “customers” are often not the endusers – but they’re importantstakeholders who must providesomething in exchange for service.
  • 6. the Research & Planning Group 6Our Approach to Hospital Partner ResearchDefining the population is one of the most important decisions to make in research.Hospital partner interviewing is different from clinical trials and from consumer interviewsbecause the population is much more homogenous (i.e., similar) in response.We recommend limiting comparisons to hospital types(A, B, C&D), because these differences tend to be the mostrelevant.We recommend only including those partners who have worked regularly or frequentlywith your OPO, because they are the most qualified to provide their opinions.
  • 7. the Research & Planning Group 7Our Approach to Physician Research (cont’d)This methodology is ideal for collecting data where depth and detail are crucial to interpreting the results .The Research & Planning Group uses in-depth telephone interviews to conduct hospital partner research.RPG has developedefficiencies to reducerequired time.RPG has a team ofinterviewers whospecialize in physicianand OPO interviewing.RPG has found that anumber of physiciansdonate these back tothe sponsoring OPO.
  • 8. the Research & Planning Group 8Our Approach to Donor Family ResearchDonor families who have participated in the donation process are generallyextremely positive about the experience.Our own research has found that three out of four are highly satisfied with theservices that OPOs provide them.Talking to donor families requires a careful approach and a thoughtful series of questions.But one in four see some need for improvement.
  • 9. the Research & Planning Group 9Our Approach to Donor Family Research (cont’d)The human touch is especially important, because it allows donor families to participate in highlyempathetic, emotional interviews that get to the root of the concerns they may have.The Research & Planning Group uses in-depth telephone interviews to conduct donor family research.These interviews are bestconducted with donor familieswho have had a recentexperience (1-3 years) with theOPO, but families should becontacted no earlier than sixmonths.Protocols must also be inplace to respond to familieswho have immediateunfulfilled needs.
  • 10. the Research & Planning Group 10For More InformationWe have prepared a packet with more detailed materials for you to read over.Get the packet at http://www.researchplan.com/opopacket
  • 11. the Research & Planning Group 11OPO InsightsAlso, please be sure to check out our free blog, OPO Insights, which contains all sorts of informationon the research we have conducted and read over the years!Find out more at http://opo.researchplan.com!
  • 12. What do you want tolearn today?© 2012, The Research & Planning Group. All rights reserved.Voice of the CustomerFrom Insight to Action-How CustomerSurvey Design and Data InterpretationLeads to Higher PerformanceJune202013
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