Do you consider customer complaints a good proxy of customer satisfaction? You may regret it!
Medical device companies must seriously treat customers' complaints in compliance with regulatory quality standards. However, compliance with regulations does not necessarily mean you're focused on customer satisfaction. Most MedTech companies are small and medium-sized, and customer satisfaction is sometimes not fully understood and considered for different reasons. Imagine this scene: You are with a colleague discussing a product feature that produces customer's dissatisfaction. And to support the thesis that this is not a real problem, he/she shows you that none of the complaints collected about the product is related to that feature. Despite having anecdotal feedback on the problem, you do not have robust data; therefore, customer satisfaction with this feature is considered good. Let's have a look at the impact of customer satisfaction, dissatisfaction, and customer complaints to see…