Confidential Global B2B Technology Company :: Medical Devices Business Unit (Phase 1)

Approach

This Voice of Customer (VoC) research aimed to understand what was most important to VIP medical device customers, specifically those in Sourcing and Engineering roles. The methodology involved one-on-one moderated in-depth interviews with participants. The study investigated supplier selection criteria, ideal working experiences, and specific pain points related to New Product Development (NPD).

Outcome & Impact

Customers prioritize suppliers who offer expertise, quality, and adaptive communication. The client is recognized for its diverse portfolio, manufacturing expertise, and local presence. However, several weaknesses were surfaced:

Slow Response Times and communication challenges.
Inflexible Processes that stymie growth.
Lack of Proactive Innovation or suggesting improvements.
Complex Approval Processes that inhibit quick movement.

The outcome delivered a clear roadmap for the client to earn the status of a "True Partner". The key impact was defining the specific, tangible improvements necessary for restoring trust and unlocking future NPD opportunities. Recommendations emphasized implementing: faster, clearer communication; consistent, high-quality products across all global locations; streamlined quoting and approval procedures; and competitive pricing with ongoing cost reduction strategies.