fascination with progress - inmomentinmoment.com/.../10/karl_storz_case_study_2017.pdf · inmoment...
Post on 26-Jun-2020
14 Views
Preview:
TRANSCRIPT
1 -800-530-4251 | I N M O M E N T. C O M
InMoment Case Study | KARL STORZ Endoskope
Fascination with ProgressCOMPREHENSIVE L ISTENING AND ADVANCED
ANALYSIS OF CUSTOMER FEEDBACK HELP
KARL STORZ GO FROM GOOD TO GREAT
Visionary design. Precise workmanship. Clinical effectiveness. For a company that
creates medical scopes as small as ⅕” in diameter, KARL STORZ Endoskope—a
leading provider of reusable products for endoscopy and related medical
technologies—is full of big ideas. For over 70 years, KARL STORZ has achieved
numerous industry milestones by focusing on what matters: creativity, innovation,
and expertise. Headquartered in Germany, the company offers products in virtually
all specialties (e.g., human medicine, veterinary medicine, and industrial endoscopy),
enabling some of the largest healthcare organizations in the world to deliver safe,
minimally invasive procedures and surgeries to their patients.
1 -800-530-4251 | I N M O M E N T. C O M
A Customer-Centric DNA
The company’s California-based arm—KARL STORZ Endoscopy-
America, Inc.—is responsible for all sales and service across the
United States. The cost and complexity of over 15,000 highly
specialized products mean KARL STORZ’s clients expect a
“white glove” level of service—from inquiry to installation and
beyond. As a reliable, trusted partner in healthcare,
KARL STORZ offers extensive customer service and technical
support including a team of professional service technicians for
on-site assistance at hospitals and other healthcare facilities.
According to Martin Gabaya, Operations Manager, Customer
Support for KARL STORZ Endoscopy-America, Inc., “There are
four main strategies that we embody: reducing customer effort,
performance excellence, staff development, and building lasting
relationships with our colleagues and customers. We believe
that, in addition to innovative products, our genuine customer-
centric approach to doing business sets us apart from our
competitors. Customer experience is how we can differentiate
ourselves on a daily basis.”
And at the end of each customer interaction is a patient—
someone’s mother, father, grandmother, or another loved one.
“We have a robust service excellence program because if we
mess up an order—if we send out the wrong item—the doctor
won’t be able use it,” says Gabaya. “So whether we are dealing
with a customer that spends $10,000 a year with us or $2 million,
we treat each customer interaction as if it is the most valuable
call we are going to take that day.” With a customer focus that
is ingrained in the company’s DNA, KARL STORZ needed an
equally reliable and innovative technology partner to know if it
was delivering on this promise.
Making Customer Feedback Real
As it sought a new partner for its Voice of Customer program,
KARL STORZ desired the attributes it lacked with its previous
provider: a company that could help uncover more compelling
insights, share industry-specific best practices, and deliver the
same degree of hands-on customer support that KARL STORZ
offers its customers—so it chose InMoment.
Feedback collected by InMoment from two Customer Care
Contact Centers—which handle order-related inquiries,
repair and exchange logistics, and new purchases—helps
KARL STORZ understand the customer journey, replicate
exceptional experiences, and identify areas for improvement.
A separate feedback channel explores the experience
KARL STORZ sales representatives have when they call the
contact center on behalf of a client. “With InMoment, we
improved our questions and made the survey more ‘customer
friendly’ to get to the heart of what we needed to understand
to improve the customer experience,” says Cathy Dages,
Operations Supervisor, Training & Quality Systems, Customer
Support at KARL STORZ Endoscopy-America, Inc..
“WE BELIEVE THAT, IN ADDITION
TO INNOVATIVE PRODUCTS, OUR
GENUINE CUSTOMER-CENTRIC
APPROACH TO DOING BUSINESS SETS
US APART FROM OUR COMPETITORS.
CUSTOMER EXPERIENCE IS HOW
WE CAN DIFFERENTIATE OURSELVES
ON A DAILY BASIS.”
Martin Gabaya, Operations Manager, Customer Support
1 -800-530-4251 | I N M O M E N T. C O M
The always-on feedback ensures supervisors are
notified—in real time—of specific issues that require
immediate resolution. Using prescriptive analytics, agents
and supervisors receive a Coach™ report every month,
highlighting customer verbatims—both good and bad—and
strategic opportunities for individual improvement. “When
agents see their name with a comment a customer made
about them, it’s real,” says Dages. “Our customers are telling
us directly what is important, and that helps the team
focus its energy on making a difference—doing what the
customer needs.”
At the corporate level, reports delivered by InMoment to
the KARL STORZ executive team offer a 360-degree view
of the customer journey that is easy to track over time—
including Net Promoter Score, Customer Satisfaction,
Overall Representative Experience, and Customer Effort
Score—and inform company-wide training initiatives and
operational improvements.
Powered by People
While KARL STORZ receives a wealth of feedback from
its customers, just as importantly, it asks its employees to
contribute to the discussion. “Our colleagues are an integral
part of the chain and are able to tell us what’s working well...
and what isn’t,” continues Gabaya. Using InMoment’s Voice
of Employee (VoE) tools, KARL STORZ asks its employees
for their perspective on improving the company’s delivery
of customer experience. “When we receive feedback from
our staff, we act on it,” says Gabaya. “We strategize and we
have creativity sessions on how to improve.”
And often, it’s a quick fix—a small tweak in a process—which
buys goodwill from staff. “When that cycle goes around,
the faster we make these improvements, the better it is
for our customers,” says Gabaya. By asking its employees
for feedback, the company is ensuring they feel valued,
empowering them to make decisions that benefit the
customer, and creating an environment that encourages
them to take ownership of CX outcomes. “We call it high
CQ—Control Quotient,” says Gabaya. “The agents that
embody this mentality are the ones that progress the
fastest.”
BY THE NUMBERSPARTNER SINCE 2015
1 -800-530-4251 | I N M O M E N T. C O M
1 -800-530-4251 | I N M O M E N T. C O M
Building Lasting Relationships
In less than a year, KARL STORZ raised its
level of customer experience significantly,
leading customers to report a 98 percent
likelihood to purchase its products again,
and a 96 percent likelihood to recommend
the company to others. Those are the
types of scores that ensure the company
is establishing valuable client relationships
that will last for years.
In 2016, the company was recognized for
contact center operation excellence in
the live phone channel under the J.D. Power Certified Contact
Center Program℠—for the fifth consecutive year—acknowledging
a strong commitment by KARL STORZ to provide an outstanding
customer service experience.*† To become certified, the contact
centers passed an evaluation of dozens of best practices that
encompass the integration of VoC and VoE into their business
operations. Though the company’s overall performance was
superlative, it excelled in particular in two key attributes:
timeliness of resolution and knowledge of the representative,
both which are vital to high performance in this industry.
A single year after partnering with InMoment, KARL STORZ
saw significant increases in those two key areas: five percent
in timeliness of resolution and six percent in knowledge of the
representative.
Going from Good to Great
“Before InMoment, our vendor provided us with software, but
support and consultancy were lacking,” says Dages. “We did not
have any of the analysis, reporting, or insights that we do now.
By having that analysis automated, we’re able to focus our time
on the strategic, the what’s next, rather than solely what’s in front
of us.” The most recent “what’s next” for Dages and Gabaya?
“BEFORE INMOMENT, OUR VENDOR PROVIDED
US WITH SOFTWARE, BUT SUPPORT AND
CONSULTANCY WERE LACKING. WE DID NOT
HAVE ANY OF THE ANALYSIS, REPORTING,
OR INSIGHTS THAT WE DO NOW. BY HAVING
THAT ANALYSIS AUTOMATED, WE’RE ABLE TO
FOCUS OUR TIME ON THE STRATEGIC, THE
WHAT’S NEXT, RATHER THAN SOLELY WHAT’S
IN FRONT OF US.”
Cathy Dages, Operations Supervisor, Training & Quality Systems, Customer Support
They’ve launched an additional, “on-demand” survey contained
within staff email signatures and customer-facing documents,
giving customers, suppliers, and colleagues another touchpoint
to offer feedback.
More and richer data allows KARL STORZ to focus on making
those incremental improvements that take customer experience
from “good” to “great”—to continually evolve, because “even if
our scores are high, we can still make a difference,” says Dages.
“We can still get from a 9.1 to a 9.5.”
Ultimately, KARL STORZ is in the people business, and ensuring
patients receive the care they need drives everything the
company does. “In our company, there is a solution for every
challenge,” says Gabaya. “It is always the people that come to
the rescue and save the day for the hospitals, the doctors, and
the patients.”
* KARL STORZ Endoscopy-America’s Contact Center has been recognized by
J.D. Power by providing “An Outstanding Customer Service Experience” for
Live Phone Channel.
† J.D. Power 2016 Certified Contact Center Program recognition is based on
successful completion of an audit and exceeding a customer satisfaction
benchmark through a survey of recent servicing interactions. For more
information, visit www.jdpower.com/ccc.
top related