Pharmaceutical, Linking Data Sources

 

BUSINESS SITUATION:

Our client, a major medical diagnostic equipment company, was interested in validating the link between customer attitudes and customer behavior – i.e. if customers that report more favorable attitudes also provide increased business to the firm.

 

RESEARCH OBJECTIVES:

The client wanted to:

·         Examine the linkage between customer attitudes, as measured through research surveys, and customer behavior as measured in the company’s books of business

·         Identify the key components of customer attitudes that are the strongest drivers of customer behavior

·         Identify specific behavioral elements that are driven by customer attitudes

·         Help prioritize alternate improvement initiatives that have the highest impact on customer attitudes and therefore on customer behavior towards the firm

 

METHOD:

A qualitative design phase to identify available customer attitudinal and behavioral data, and the feasibility of conducting linkage analysis. A subsequent quantitative modeling analysis phase to establish the linkages between customer attitudes and customer behavior.

The analysis was conducted for multiple end customer locations serviced by the firm.

 

OUTCOME:

The analysis clearly showed that customers with more favorable attitudes gave a higher share of their medical diagnostic equipment business to the firm. Further, the analysis helped the client prioritize among alternate customer-centric initiatives that could optimize customer attitudes, and therefore the client’s share of business with these customers.