Objective:
To gather customer feedback of the supply chain department’s performance for service improvement opportunities
Definition
Customer survey tools and processes are used to understand customers’ needs and expectations, measure performance, and gather valuable feedback from the customers’ perspective.
Rationale
Implementation of customer survey tools and processes to regularly obtain and assess customer feedback is a key element of managing customer relationships and ensuring supply chain excellence.
Benefits
Patient Care
Customer surveys enable management to target supply chain improvements based on clinician input and ultimately enhance patient care.
Process Efficiency
Input from customers on the efficiency of the supply chain department and opportunities for improvement is vital in developing efficient processes that effectively meet customers’ needs and requirements.
Customer Service
Feedback from customers allows the supply chain department to identify opportunities to improve their performance and to understand their customers’ perspective and better meet their needs.
Related Metrics
1.2 Purchasing Response Time
3.2 Percentage of Rush Purchase Orders
4.1 Stock-outs at the Cart Level
4.2 Fill Rates to Customers
6.1 Voluntary Turnover
Guiding Principles
Customer surveys, or other formal feedback mechanisms, enable service departments to determine customer expectations and experiences and benchmark performance improvements where possible.
To maximize the benefits of customer surveys and feedback, the supply chain department needs to ensure:
- Surveys are conducted at regular intervals, or as close to time of transaction as possible;
- Feedback is received from key organizational areas and users and sampled from other departments at differing intervals;
- Participation and survey methodology is actively encouraged and supported throughout the organization;
- Issues that are identified are promptly confronted and resolved; and
- The supply chain department’s performance on customer service measures is communicated back to customers either through supply chain performance reporting or corporate-level reporting.
Key Components
Scope
A typical survey would gather feedback on the people, processes and systems that the supply chain department uses to conduct its business. The following is a list of subjects that may be included in supply chain customer surveys.
People
a. Courteous and professional
b. Knowledgeable
c. Responsive
d. Helpful in resolving problems
e. Complete activities within agreed timelines
f. Communicate effectively, responsively and in a timely fashion
g. Provide guidance in understanding commercial issues
Processes
a. Effectiveness of the purchasing policies and procedures
b. Efficiency of the approval process
c. Effectiveness of budgeting and forecasting with respect to the supply chain department’s contribution
d. Effectiveness of the supply chain department’s guidance for usage of these processes
Systems
a. Ease of use of plan-to-pay systems
b. Availability and effectiveness of technical support
c. Accuracy of system information
d. Ease of use of purchasing card and other low-value purchasing processes
e. Effectiveness of problem resolution
Format of Surveys
There are two common forms for customer surveys. Traditional customer surveys were paper based but these surveys are resource intensive for both the surveyed participants and surveyor. On-line surveys can be automatically sent to the customer when a service is received. This may require resources upfront for development but the benefits include less administrative time required to code and report the survey information and less commitment or time required on behalf of the surveyed participants, hence improving the response rate.
As a starting point before the implementation of a formal process, it is worthwhile to coordinate a working group with key users and gather feedback on current performance issues and areas for improvement.
Frequency of Measurement
Ideally, feedback should be obtained at time of service provision. However, typically, formal customer surveys or assessments are undertaken on an annual basis. Care must be taken to avoid making too many requests to customers for feedback. In addition, the cost and administrative burden of undertaking surveys needs to be balanced against the value derived from the feedback.
Implementation Challenges
Challenges:
- This initiative will require upfront resources to establish a formal process. Establishing a working group is also an effective starting point to determine baseline performance of the supply chain department.
- A common challenge with customer surveys is ensuring sufficient response rates. The supply chain department should select a survey method that will generate the highest response levels. Surveys should be promoted as an opportunity for customers to voice concerns and provide input regarding how to better meet their needs.
- The supply chain department must ensure that the survey is not too cumbersome for its customers, while still soliciting valuable feedback.
- Feedback can sometimes be too subjective and not reflect objective measures of performance. Surveys must be designed to solicit specific and objective responses.
- Customers may give feedback about supply chain operations that is inconsistent with strategic direction. If this occurs, the supply chain department should investigate further to determine why this misalignment exists and try to resolve any misconceptions, lack of understanding or performance gaps.
