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Pharmacy Benefit Manager member satisfaction study provides on-going insight into customer experience
Dramatic growth in membership, company size and associated service issues prompted a large Pharmacy Benefit Manager (PBM) organization to better understand their members’ points of view on their experience. The PBM hired Gantz Wiley Research to:
- Develop a baseline for member satisfaction and track satisfaction over time
- Include both mail and retail pharmacy experiences
- Gain a better understanding of the member experience with customer touch points (retail pharmacy, website, call center, product fulfillment, etc.)
- Identify opportunity areas for service improvements
Gantz Wiley Research developed telephone interview survey protocols for their mail pharmacy and retail service channels. While the goal was to understand the customer value chain and to gain feedback on perceptions of performance and barriers to performance over time, it was also important to distinguish the similarities and differences between the two channels. The study had a core set of questions that were common across the protocols, and custom questions were also developed to reflect differences in the retail and mail pharmacy experience. Examples of questions that were asked include: satisfaction with overall experience, satisfaction with specific areas of experience (ordering, call center customer service, retail pharmacy, and website), preference in use of mail pharmacy vs. retail pharmacy, experience with claims process, willingness to recommend, and suggestions for how to improve the relationship.
The study uncovered drivers of overall member satisfaction and identified several areas that improved from the initial study, including: satisfaction with response to problems, convenient access to retail locations, ease of talking to a pharmacist, and time to receive medications. Opportunities for continuing improvement involved customer service issues, reducing delivery time, and providing quick and effective problem resolution. Members highly rated the client’s respect of member privacy, the quality of customer service, and the availability of alternative ordering methods.
The PBM will use the results of the study to pre-empt serious customer service issues and better understand the customer experience by demographic. This study also provides initial and ongoing benchmarks to measure performance.
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Our clients
Gantz Wiley Research has worked with leading organizations across the globe. View our select client list.
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