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© 2012, The Research & Planning Group. All rights reserved.

Voice of the Customer From Insight to Action-How Customer

Survey Design and Data Interpretation Leads to Higher Performance

June20

2013

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The Research & Planning Group has been conducting opinion research studies for 30 years.

• Business-to-Business (B2B) Research

• In-Depth Interviews• Executive Interviewing• Physician Interviewing

• Focus Groups• Satisfaction Research• Healthcare Research• OPO Industry Research

Specialties We’ve

Developed

Who We Are

We combine both quantitative and qualitative methodologies in our research design.

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OPOs 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.

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Studies We’ve Designed

ICU/Critical Care Physician

Satisfaction

Transplant Physician

Satisfaction

Nurse and Staff

Satisfaction

Donor Family Satisfaction

Designated Requestor

Satisfaction

Call Center Improvement

African-American Attitudes

Satisfaction Trends

The 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.

Who are an OPO’s

clients and customers?

Hospital partners

Donor families

Transplant physicians

Medical facilities

Recipients

Tissue processors

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Who are Your Customers?We often talk about the “voice of the customer” in opinion research.

But in a medical service industry, “the customer” can be extremely difficult to define.

In the OPO industry, some stakeholders are on the front end of the donation process, while others are on the back end of the process.

It is important to solicit feedback from all of them, but it’s most important to place a primary focus on feedback from those who play the greatest role in determining an OPO’s success:Hospital partners and donor families.

The “customers” are often not the end users – but they’re important stakeholders who must provide something in exchange for service.

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Our 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 interviews because 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 most relevant.

• High degree of variation• May lack knowledge of

study topic• Large population size

Consumers

• High degree of variation• Necessity for low error

to ensure successful outcome

• Large population size

Clinical Trials

• Low degree of variation• Knowledgeable and

engaged about topic• Very small population

size

Partners

We recommend only including those partners who have worked regularly or frequently with your OPO, because they are the most qualified to provide their opinions.

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Our 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.

Advantages

• Physicians can schedule interviews on their own time.

• Trained professional interviewers can ensure quality data.

• Questions can be probed for detail.

• Interviews can go into more depth because of the human element.

• Response rate is determined by quotas, not estimates.

Drawbacks

• Can require more time to complete.

• Experienced interviewers are a must.

• Honoraria are highly recommended to ensure physician participation.

RPG has developed efficiencies to reduce

required time.

RPG has a team of interviewers who

specialize in physician and OPO interviewing.

RPG has found that a number of physicians donate these back to the sponsoring OPO.

Highly Satisfied• Appreciate the services

the OPO provided during the donation process

• Feel that all of their questions have been answered

• Champions of donation

Needs Improvement• Unhappy with follow-up

information about loved one

• Unhappy with communication during donation process

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Our Approach to Donor Family ResearchDonor families who have participated in the donation process are generally extremely positive about the experience.

Our own research has found that three out of four are highly satisfied with the services 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.

Online or Written survey• Inexpensive (+)• Low response rate (-)• Highly variable detail (-)

Focus group• Easy to observe (+)• Interesting and engaging (+)• Not representative (-)

Telephone Interviews• Controlled surveying (+)• Human interviewers (+)• Deep data (+)• Time-consuming (-)

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Our Approach to Donor Family Research (cont’d)

The human touch is especially important, because it allows donor families to participate in highly empathetic, 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 best conducted with donor families who have had a recent experience (1-3 years) with the OPO, but families should be contacted no earlier than six months.

Protocols must also be in place to respond to families who have immediate unfulfilled needs.

Research Catalog

• Learn more about the various ways that opinion research can offer powerful insights!

White Papers

• Read through our 2011 series of articles on emerging trends we’ve spotted within the OPO industry.

Sample Report

• Take a look at an example of data compiled from several OPOs, combined into a sample report.

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For More InformationWe have prepared a packet with more detailed materials for you to read over.

Get the packet at http://www.researchplan.com/opopacket

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OPO InsightsAlso, please be sure to check out our free blog, OPO Insights, which contains all sorts of information on the research we have conducted and read over the years!

Find out more at http://opo.researchplan.com!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

What do you want tolearn today?  

 

© 2012, The Research & Planning Group. All rights reserved.

Voice of the Customer From Insight to Action-How Customer

Survey Design and Data Interpretation Leads to Higher Performance

June20

2013