IMV just completed its second year of asking radiologists, technicians, administrators, and others involved in the use and purchasing of diagnostic imaging equipment and have published the results in Benchmarking For 2020 Diagnostic Imaging Equipment Customer Experience. We’ve studied 12 different manufacturers to better understand how they are delivering on their customer experience, and what areas manufacturers have room to improve in. Here we share the top five factors that customers have identified as being most important to their overall experience with manufacturers of diagnostic imaging equipment.
1. Favorable Impression of Customer Service
Customer service can be a frequent and first touchpoint for many customers, from checking in on order status, to trying to determine what department can field or answer their inquiries, or simply resolving problems with orders or installations. Great customer service is simply an expectation in the B2C world, which colors expectations of customer service when customer in a B2B setting are dealing with your company; ignore this touchpoint at your peril! When customers have a poor impression of customer service, this can impact their experience with many other areas of your business, and therefore, their overall experience.
2. Ability of Onsite Equipment Service/Support to Meet Your Needs
When equipment goes down, patients, providers, and departments, are all put in a bad position. Customers, from technicians to radiologists, expect that manufacturers are able to provide onsite service and support that can help them resolve and mitigate the impacts of equipment issues. Failing to provide satisfactory onsite equipment service and support can lead to a perception of poor overall customer experience, and if unresolved, customers moving to other manufacturers who are able to address service issues in a satisfactory manner. Excellent onsite service leads to recommendations, loyalty, and an excellent customer experience.
3. Ability of Clinical Applications Training to Meet Needs
Ensuring that your clinical applications trainings offerings are meeting the expectations and needs of customers, allowing them to fully use and understand the capabilities of the equipment that they purchase, as well as to continue to develop their careers, and can build both a positive relationship between your company and customers. Clinical applications training can also reduce the need to reach out to support for basic questions. Building relationships between you and your customers enhances their experience, and increases their loyalty and likelihood to recommend.
4. Ability of Phone/Email Technical Support to Answer Questions
As with onsite service, customers need answers quickly when problems arise. Customers expect that manufacturers should be able to answer their questions through phone/email support to resolve basic issues and to do so in a timely, competent fashion. When manufacturers fall short on this touchpoint, customers may be forced to spend more time and effort trying to find another support venue to help them, causing more frustration and possibly increasing any downtime. A better experience with phone/email technical support leads to increased satisfaction, which leads to improved customer retention.
5. Helpfulness of Sales Representatives
Customers expect sales representatives to be helpful, engaged, and informed as a resource for them.
Sales representatives can be the first point of contact for customers. A great sales experience can keep customers engaged, and build strong relationships that are the basis for an excellent customer experience moving forward. A bad experience with sales can set a negative tone for the rest of the customer experience, and discourage future purchases, and likelihood to recommend. Manufacturers must ensure that sales representatives give their customers a preview of an excellent customer experience they can expect throughout their relationship with a manufacturer.
Benchmarking For 2020 Diagnostic Imaging Equipment Customer Experience is the most up-to-date and comprehensive review on the customer experience within the industry. Additionally it is an interactive report available through Tableau. This allows comparison of brands across performance overall, on individual touchpoints, and individual attributes across multiple years of data collection. This report will allow you to compare your company’s performance against your competitors and find out what’s working and what’s not.