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Q: Business case - does increased customer satisfaction = increased revenue? ( Answered 5 out of 5 stars,   0 Comments )
Question  
Subject: Business case - does increased customer satisfaction = increased revenue?
Category: Business and Money
Asked by: mbaexec-ga
List Price: $10.00
Posted: 24 Oct 2002 08:19 PDT
Expires: 23 Nov 2002 07:19 PST
Question ID: 89211
I work for a healthcare information and distribution company. I want
to know what impact increased customer satisfaction would translate to
in incremental sales revenue, and is there a corresponding revenue
increase for each point increase in customer satisfaction.
Answer  
Subject: Re: Business case - does increased customer satisfaction = increased revenue?
Answered By: journalist-ga on 24 Oct 2002 09:50 PDT
Rated:5 out of 5 stars
 
Greetings!  To first address the flip side of your inquiry, the
Customer Care Institute offers a report at
http://www.customercare.com/industry_news/archives/service.htm which
reads:

"Study Confirms Negative Impact of Poor Service

"Some 46% of respondents to a recent survey said they had dropped a
credit card provider because of poor customer service. Some 43% have
dropped banks, 32% dropped an Internet service provider, 30% dropped a
phone company and 22% dropped a pager or cellular phone vendor for the
same reason.

"Over half (54%) of consumers surveyed said they wait on hold for no
more than five minutes before considering the customer service to be
poor. Half of those polled said they search for information on a
vendor, biller or bank Website before calling customer service to find
answers to their questions.

"The study also reported that over half of consumers (53%) say
automated phone systems are the most frustrating aspect of customer
service.

"The study, conducted by Mobius Management Systems, Inc., a provider
of Web-based software for managing and presenting enterprise content,
surveyed 300 adults who are consumers of service providers in the
various industries the company serves."

Seibel presents the results of a customer satisfaction study at
http://www.siebel.com/bestpractices/bt.shtm .  Among the results, they
published:

20 percent increase in revenue per customer 
8 percent increase in customer satisfaction 
34 percent increase in employee satisfaction 
5,000 new accounts identified (in a 12-*week [*should read month, I
think - see chart below it on the web site] period)

The study objectives were as follows:  

"In 2001, BT Retail decided to undertake a bold customer-centric
strategy to improve its competitive position. The objective of this
strategy was twofold: to increase customer retention and revenue by
improving its customer service capabilities and to reduce costs
through improved efficiency and greater productivity.  BT Retail
defined customer satisfaction, revenue per customer, and employee
satisfaction as the metrics that would determine the level of the
project's success."

The entire report can be accessed at
http://www.siebel.com/bestpractices/bt.shtm

Another study is available at
http://www.excellence-ireland.ie/bexcellence.html. Their Business
Excellence model scoring system "allocates 1,000 points divided
equally between the Management Practice and the Results."  Their study
allocates 50% of the points for management practices and 50% of the
points for results.

A keyphrase I found regarding health care was the integration of the
term "wellness" into the health care industry
(http://www.brilliantcompensation.org/web/king-press_ce.asp):

"A rapidly expanding group of health care professionals,
chiropractors, dentists, nutritionists, paramedics, pharmacists,
physical therapists, primary care physicians, psychiatrists, surgeons,
trainers, etc. are integrating the concept of the "wellness center"
into their health care policies."

They also offered the following monthly profit equation:

"460 families 
x $150 (wholesale price) bought directly from the company 
= $69,000 monthly wholesale revenue

"$69,000 monthly wholesale revenue 
x 20% commission 
=$13,800 commission to the wellness center

"With this patient usage level, the wellness center earned an average
of $13,800 per month, $165,600 per year, with modest incremental
expense to the practice. All of the families were on automatic
delivery directly from the supplier company. You can manipulate the
profit equation and develop your own pro forma for your practice."

Much of what I discovered concerned online or telemarketing services
as opposed to traditional walk-in business services.  If you could
provide some clarification in these areas, I will be happy to conduct
additional searches to secure further information you may require.


SEARCH TERMS:

revenue increase customer satisfaction
customer service impact on business
customer service impact on business points
incremental sales revenue customer service
incremental sales revenue point increase practices
determining incremental sales revenue health care

Request for Answer Clarification by mbaexec-ga on 24 Oct 2002 09:56 PDT
Thanks for the info. At first glance it appears as if the information
provided is focused upon the consumer and/or retail environment. My
personal focus business-to-business, with little to no consumer
influence. Can you make this distinction with your research?

Clarification of Answer by journalist-ga on 24 Oct 2002 12:03 PDT
Greetings again and thank you for the clarification of B2B as that
does change the answer considerably.  Much of the information I found
seems to originate from consulting services and press releases.  I
located a few reports that may assist you.

From a report at http://www.kpmgconsulting.com:

"The central business office of a major health care services provider
was facing growing levels of accounts receivable for its main academic
medical center and the three community hospitals it served. The health
system was also experiencing high levels of timely filing write-offs,
bad debts in excess of budgeted amounts, and a large backlog of
unprocessed credits. The KPMG Consulting team conducted a rapid
in-depth analysis, focusing on the core areas affecting its revenue
cycle and cash flow efficiency, including billing processes and
policies, staffing patterns and work flows, technology, and
outsourcing options. Following the implementation of a range of
targeted recommendations for improvement, the client has realized
dramatic improvements in its cash flow-an increase of 14 percent, or
about $40 million-and a 25-day reduction in "days revenue" in accounts
receivable. Our client is also anticipating reduced levels of claims
write-offs and decreased bad debt expense.  Learn more about how our
Revenue Cycle Management team can help you improve your revenue
operations and accelerate cash flow, contact us at 1-866-FOR-KCIN
(1-866-367-5246) or visit our Website:www.kpmgconsulting.com"

I located  Revenue Cycle Assessment Tool at
http://www.cgeyhealth.com/AR/cgey_login.asp which may aid you in
determing some facts about your company.

Their web site states "We focus on standardizing workflow and data
collection during all stages of patient management --scheduling and
pre-registration, inpatient and outpatient registration, insurance
eligibility verification, authorization and pre-certification,
referral management, financial counseling, and upfront cash
collections. By leveraging current and new information technologies,
you can achieve workflow improvements that reduce cost, increase
financial performance, and improve customer satisfaction."

I located a B2B site that offers free white papers on a variety of B2B
topics.  registration is required to access their database.  You may
locate some information at their location which is
http://www.communityb2b.com/registration/member.cfm?code=LPWTL59

ComSoft offered "ComSoft's advanced solutions serve the needs of a
broad range of telecommunications carriers, service providers,
manufacturers and distributors, health care organizations, defense,
etc." in relation to a process titled Thinque whose "products empower
mobile workers engaged in sales, marketing, quality assurance and
customer service to create competitive advantage in a wide variety of
industries, including consumer goods, over-the-counter
pharmaceuticals, and commercial products and services."  For more
information, call 1-877-Thinque or visit the company's Web site at:
http://www.thinque.com

A good report titled "How to Grow Your B2B Network - B2B PARTNERSHIPS
RECRUITMENT" is located at
http://www.cio.com/archive/061502/grow_content.html  You may find it
helpful as it addresses various strategies.  Also, please view the
report at http://216.239.53.100/search?q=cache:3wpS0B9XzG0C:www.crema.unimi.it/didattica/2002_marketing_industriale/materiale/documenti/B2B_Marketplaces_(McKinsey).doc+incremental+sales+revenue+customer+service+B2B+health+care&hl=en&start=10&ie=UTF-8

IBM Case Studies offers a report on PharmaCare at their site
http://www-3.ibm.com/e-business/doc/content/casestudy/21970.html

Should you need further clarification, please ask.  I hope these
additional resources on B2B prove to be of assistance.


SEARCH TERMS and LINKS:

revenue increase customer satisfaction business to business health
care  [Google search]
://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=revenue+increase+customer+satisfaction+business+to+business+health+care

[PDF]www.kpmgconsulting.com  (I viewed this as HTML, not PDF)
http://216.239.53.100/search?q=cache:fAwLh3QzzwgC:www.kpmgconsulting.com/library/pdfs/rev_cyc_mgt.pdf+revenue+increase+customer+satisfaction+business+to+business+health+care&hl=en&ie=UTF-8


revenue increase customer satisfaction business to business health
care  [Google search]
://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=revenue+increase+customer+satisfaction+business+to+business+health+care

CGE&Y US Health - Revenue Transformation Services
http://www.us.cgey.com/ind_serv/industry/health/approach_provider-revtrans.asp

CGE&Y Assesment Tool (appears to be a free service)
http://www.cgeyhealth.com/AR/cgey_login.asp 


incremental sales revenue customer service B2B health care  [Google
search]
://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=incremental+sales+revenue+customer+service+B2B+health+care

ComSoft - company - Press Releases
http://www.comsoft.co.il/html/company/press_release_pages/
June_12_2001.html

How to Grow Your B2B Network - B2B PARTNERSHIPS RECRUITMENT -
http://www.cio.com/archive/061502/grow_content.html

ComSoft study
http://216.239.53.100/search?q=cache:3wpS0B9XzG0C:www.crema.unimi.it/didattica/2002_marketing_industriale/materiale/documenti/B2B_Marketplaces_(McKinsey).doc+incremental+sales+revenue+customer+service+B2B+health+care&hl=en&start=10&ie=UTF-8


customer service B2B healthcare incremental sales revenue increase 
[Google search]
://www.google.com/search?hl=en&lr=&ie=UTF-8&q=customer+service+B2B+healthcare+incremental+sales+revenue+increase&spell=1

PharmaCare study
http://www-3.ibm.com/e-business/doc/content/casestudy/21970.html

Clarification of Answer by journalist-ga on 24 Oct 2002 12:25 PDT
Thank you for your generous rating of my research and I hope the
information proves valuable to your quest.
mbaexec-ga rated this answer:5 out of 5 stars
Thanks for the timely and comprehensive answer, even when I requested
some clarification.

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