Quantifying Quality

How market research was used by a national distributor as a strategic tool in the organization’s quality program.

Leading organizations know that a data-driven approach to measuring quality is the only way to work toward error-free processes. Often, these measurements are restricted to the manufacturing realm. However, this methodology is also effective in evaluating any process, including logistics (distribution and delivery) and operations (account management, billing, and administration).

A national distributor of medical products recently asked SRA to partner with them in a customer- focused total quality program. Their customer was a critical link: the service-oriented healthcare sector, which relies heavily on accurate and timely fulfillment of supplies in the successful outcome of patient care.

Continual improvement in customer satisfaction and early detection of “weak links” were the primary objectives for this total quality program. The program began with a baseline survey in which service areas deemed critical to customer satisfaction were measured. SRA Research Group fielded the survey instrument and provided expert analysis of the findings so that the company could track improvements and identify problem areas. Issues requiring immediate attention were routed to the appropriate person for action. Subsequent tracking surveys will be conducted every six months with results compared so that the level of customer satisfaction remains high.

This customer satisfaction program has brought the organization to a new level. Not only has the organization been able to systematically improve logistics to better meet customer needs, the financial results have quantified the success of the initiative. Positive financial outcomes include reduced costs, increased sales, and substantially reduced customer churn.

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