Ethicon Endo-Surgery's Vision:

Ethicon Endo-Surgery (Europe), a company of Johnson & Johnson, is working with surgeons around the globe to develop new surgical procedures and a comprehensive line of innovative procedure-enabling products.The company is the world leader for single-patient use surgical instruments for minimal invasive procedures and traditional open surgical instruments. During the 1990s, Ethicon Endo-Surgery (Europe) introduced a customer satisfaction measurement program as part of their permanent business operations. Recently, they decided to develop a more advanced program to help determine leading indicators of truly loyal customers and to expand their business. Ethicon Endo-Surgery (Europe) turned to Gelszus and the Walker Information Global Network to build upon and improve their existing measurement program.

WGN Solution:

Gelszus, a global network partner in central Europe, developed together with Ethicon Endo-Surgery (Europe) an effective customer satisfaction measurement program and strategic action plans, focusing on the following objectives:

• retaining their existing truly loyal customers
• expanding their market position

Conducting 1,200 phone interviews with prominent target groups, including senior surgeons and chief executives of European hospitals, Gelszus supported Ethicon Endo-Surgery (Europe) to develop individual objectives and strategies for the British, French, Italian and German markets. Gelszus offered detailed deployment strategies to show how the overall objectives identified could be put into practice.

The Impact:

Ethicon Endo-Surgery (Europe) plans to track the main loyalty indicators annually, focusing on these core measures to understand the drivers of loyalty and actively improve customer relationships.

Quote:

Customer Loyalty Management is a key success factor for a business in the medical field because it is strongly built upon customer relationships.