LIFE LINE SCREENING GAINING AN IN-DEPTH UNDERSTANDING OF CUSTOMER REQUIREMENTS

Company Background

Life Line

Industry Background

How can we accomplish this?

Background

"How likely is it that you would recommend our company to a friend or colleague?"

Detractors Passives Promoters

Improvement in NPS

Graph

So, why do a VoC Program?

Set a Budget and Timeline

The VoC Process

VoC Objectives

Make sure learnings are actionable.

Selecting Your Audience

Life Line Screening VoC Audience

Life Line Screening

Develop Key Questions

Key VoC Questions

  • How did you hear about us?
  • Why did you come?
  • Influencers?
  • Strengths / weaknesses?
  • Credible / trusted?
  • Expectations?
  • Likely to come back?
  • Pre / Screening / Post experience
  • Communications & contact strategy
  • What do you tell friends?

Conduct Interviews

*      48 one hour interviews.

*      All by phone with professional interviewer.

*      Interviews recorded; “best of” listened to by management team.

Key Findings

VoC Follow Up Actions

VoC Results

*      Customer retention = #1 strategic priority.

*      VoC helped create unity of purpose and vision for the entire management team.

*      Identified opportunities for improvement across all functional areas.

*      Work in progress…but seeing a 85% YOY growth in returning customers.

 

VoC Results

  • Customer retention = #1 strategic priority
  • VoC helped create unity of purpose and vision for the entire management team
  • Identified opportunities for improvement across all functional areas
  • Work in progress...but seeing a 85% year-over-year increase in returning customers

Eric Greenberg
EVP Marketing
Life Line Screening, (LLSA)

Life Line Screening is the country’s leading provider of community-based preventive health screenings. LLSA screens nearly 1 million people in the US and UK each year in over 17,000 community locations – helping consumers avoid the catastrophic effects of stroke and heart disease.   Eric has helped build LLSA into one of the country’s premier direct-to-consumer healthcare companies.  

Before joining LLSA in 2003, Eric, was President of DMM Partners, a direct marketing consulting practice. He also was Co-President of InteliHealth, a joint venture of Aetna US Healthcare and Johns Hopkins University.