Customer Satisfaction with Customer Satisfaction with Hearing InstrumentsHearing Instruments

in the Digital Age in the Digital AgeSeptember 2005September 2005

Hearing JournalHearing Journal

Overall indices of customer satisfaction with Overall indices of customer satisfaction with hearing instruments (H.I. < 6 years of age).hearing instruments (H.I. < 6 years of age).

11

26

16

13

13

7

19

10

18

89

74

79

73

44

93

71

85

64

Usage

Wear HI

Wear HI 4+ hours

Behavioral

Recommend HI to friend

Recommend dispenser

Would repurchase H.I. brand

Quality of life improvement

Key Satisfaction Indices

Overall satisfaction

Benefit

Value

020406080100

% Dissatisfied

0 20 40 60 80 100

% Satisfied

Key customer satisfaction ratings by age of Key customer satisfaction ratings by age of hearing instrument.hearing instrument.

90

8486

84

7779

70

78

7270 69

58

66

51

72

61 62 6264

60

56

1 2 3 4 5 6-9 10+

Age of hearing instrument

40

50

60

70

80

90

100

Per

cent

Sa t

isfi e

d

Benefit Overall Satisfaction Value

Percent of current hearing instrument users Percent of current hearing instrument users reporting improved quality of life due to reporting improved quality of life due to

hearing instruments (H.I. < 6 years)hearing instruments (H.I. < 6 years)71

56

56

55

50

50

49

48

45

40

35

24

Effective communications

Social life

Ability to join in groups

Relationships at home

Sense of safety

Confidence in self

Feelings about self

Relationships at work

Sense of independence

Mental/emotional health

Mental ability

Physical health

0 20 40 60 80

% consumers reporting QOL improvements

Better

A lot better

Customer satisfaction with hearing instrument Customer satisfaction with hearing instrument product features (H.I. < 6 years of age).product features (H.I. < 6 years of age).

5

8

8

5

7

4

18

12

13

11

89

86

79

78

74

73

71

69

66

66

Ease/battery change

Fit/comfort

Reliability

Visibility

Frequency of cleaning

Packaging

Battery life

Warranty

Ease/volume adjustment

On-going expense

020406080100

% Dissatisfied

0 20 40 60 80 100

% Satisfied

Customer satisfaction with signal processing and Customer satisfaction with signal processing and sound quality (H.I. < 6 years of age).sound quality (H.I. < 6 years of age).

15

11

15

18

22

16

26

28

23

35

30

74

70

69

66

64

61

60

55

54

51

49

Clearness tone/sound

Sound of voice

Natural sounding

Directionality

Able to hear soft sounds

Richness of sound/fidelity

Comfort with loud sounds

Whistling/feedback/buzzing

Chewing/swallowing sound

Use In noisy situations

Wind noise

020406080100

% Dissatisfied

0 20 40 60 80 100

% Satisfied

Customer satisfaction with hearing instruments in Customer satisfaction with hearing instruments in selected listening situations (H.I. < 6 years of age).selected listening situations (H.I. < 6 years of age).

6

10

10

9

9

9

13

11

15

13

20

11

23

13

21

90

85

81

78

77

76

75

74

74

71

69

66

63

59

59

One-on-oneSmall groups

T.V.Outdoors

Listening to musicLeisure activities

CarPlace of worship

RestaurantConcert/Movie

TelephoneWorkplace

Large groupSchool/classroom

Cell phone

020406080100

% Dissatisfied

0 20 40 60 80 100

% Satisfied

Impact of improving multiple environmental listening Impact of improving multiple environmental listening utility (MELU) on overall satisfaction; Hearing utility (MELU) on overall satisfaction; Hearing

instruments < 6 years (n=1,368)instruments < 6 years (n=1,368)

1723

15

36

53 5563

70

84 82 8491

0% <10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Percent of Listening Situations Satisfied

0

20

40

60

80

100Overall H.I. Satisfaction

Customer satisfaction with hearing instrument Customer satisfaction with hearing instrument hearing healthcare provider (H.I. < 6 years of age)hearing healthcare provider (H.I. < 6 years of age)

2

2

3

3

2

4

6

94

94

94

93

90

91

87

Explained how to care for H.I.

Knowledge of dispenser

Professionalism of dispenser

Quality of service (during fitting)

Front office staff

Explained what to expect from H.I.

Post-purchase service

020406080100

% Dissatisfied

0 20 40 60 80 100

% Satisfied

Satisfaction SummarySatisfaction Summary• Customer satisfaction improving:Customer satisfaction improving:

73% for HI <4 years73% for HI <4 years 78% for HI <1 year78% for HI <1 year Due to 2 factors:Due to 2 factors:

50% digital penetration last 5 years50% digital penetration last 5 yearsChange in satisfaction scale (“somewhat”)Change in satisfaction scale (“somewhat”)

• Only 44% of consumers will repurchase their current Only 44% of consumers will repurchase their current brand of hearing aids when it is time to replace.brand of hearing aids when it is time to replace.

• Satisfaction with HHP is 92%. When something goes Satisfaction with HHP is 92%. When something goes wrong it is not their fault it is the product.wrong it is not their fault it is the product.

1.23 million people with hearing 1.23 million people with hearing aids in drawer; that’s 1/6 owners.aids in drawer; that’s 1/6 owners.

• Defined as 0 hours per Defined as 0 hours per year usage.year usage.

• Huge unused hearing Huge unused hearing aid population.aid population.– 1.23 million people1.23 million people– 1 in 6 users1 in 6 users

• Half of them are new Half of them are new hearing aids (<1-5 hearing aids (<1-5 years old)years old)

• And consider of all HA:And consider of all HA:– 61% use them more than 61% use them more than

4 hours per day.4 hours per day.– 26% < 1 hour per day.26% < 1 hour per day.

6

11

13

11

29

20

10

0 20 40

<1

2

3

4

5

6-10

11+

Age

of

HA

Percent of hearing aids in Drawer

HA in The DrawerHA in The Drawer• Half of hearing aids in the drawer represent a Half of hearing aids in the drawer represent a

possible opportunity for upgrade (>5 years).possible opportunity for upgrade (>5 years).• Half of hearing aids in the drawer are < 5 Half of hearing aids in the drawer are < 5

years old:years old:– An Albatross around our neck An Albatross around our neck according to according to U.S. U.S.

World and News Report World and News Report – Most likely due to top 5 reasons measured in Most likely due to top 5 reasons measured in

MarkeTrak V (2000):MarkeTrak V (2000):• Poor benefit or utilityPoor benefit or utility• Poor performance in noisy situationsPoor performance in noisy situations• Poor fit and comfortPoor fit and comfort• Negative side effectsNegative side effects• Cost of repairsCost of repairs

Reasons for Non-UseReasons for Non-Use• #1. Poor benefit (30%) - 268,507#1. Poor benefit (30%) - 268,507

““When ______sold me the H.A., I was When ______sold me the H.A., I was confident it would help me hear better. confident it would help me hear better. When I received it and wore it every day, it When I received it and wore it every day, it did not make my hearing any better. So, I did not make my hearing any better. So, I don’t wear the HA and feel like I wasted don’t wear the HA and feel like I wasted my money. I tried to return it and the my money. I tried to return it and the person did not seem to want to help me. I person did not seem to want to help me. I am quite dissatisfied with the whole am quite dissatisfied with the whole experience.”experience.”

Reasons for Non-UseReasons for Non-Use• #2. Background noise (25%) - 229,383#2. Background noise (25%) - 229,383

““I don’t wear my H.A. because I need it at a dance, restaurants, and large groups. All the H.A. does is increase all sound including background sounds. No help.”I don’t wear my H.A. because I need it at a dance, restaurants, and large groups. All the H.A. does is increase all sound including background sounds. No help.”

Reasons for Non-UseReasons for Non-Use

• #3. Fit & Comfort (19%) - 169,431#3. Fit & Comfort (19%) - 169,431““It’s hard to keep it in my ear. I travel for business It’s hard to keep it in my ear. I travel for business a lot and can’t risk it falling out of my ear.”a lot and can’t risk it falling out of my ear.”

Satisfaction RankingsSatisfaction Rankings

• 45 subjective evaluations ranked by 45 subjective evaluations ranked by average mean score.average mean score.

• Satisfaction segments color coded.Satisfaction segments color coded.• Is Is “somewhat satisfied”“somewhat satisfied” really really

acceptable?acceptable?• Satisfaction ratings actually lower when Satisfaction ratings actually lower when

you add “Very satisfied” and “Satisfied” you add “Very satisfied” and “Satisfied” and then compare to previous and then compare to previous MarkeTrak surveys.MarkeTrak surveys.

Detailed Positive Satisfaction in Detailed Positive Satisfaction in Ascending Order (#1-9) Ascending Order (#1-9)

16

10

13

10

9

10

9

9

7

27

32

24

30

28

26

27

20

21

17

19

26

23

23

19

18

22

21

0 10 20 30 40 50 60 70 80 90 100

Cell phone

Sound quality

Large group

Hear soft sounds

Comfort loud sounds

Feedback whistling

Chew/swallow

Use in noisy situations

Wind noise

Percent

Very Satisfied Satisfied Somewhat satisfied

Detailed Positive Satisfaction in ADetailed Positive Satisfaction in AAscending Order (#10-18)Ascending Order (#10-18)

14

16

14

20

14

18

17

12

15

37

36

36

29

37

32

30

32

30

20

14

19

23

23

18

16

22

14

0 10 20 30 40 50 60 70 80 90 100

Battery life

Ease/volume adjustment

Natural sounding

Overall satisfaction

Clearness tone/sound

Telephone

Value

Directionality

School/classroom

Percent

Very Satisfied Satisfied Somewhat satisfied

Detailed Positive Satisfaction in Detailed Positive Satisfaction in Ascending Order (#19-27)Ascending Order (#19-27)

20

18

12

18

16

18

17

16

13

35

36

43

37

34

37

34

34

39

19

21

18

15

24

12

16

21

18

0 10 20 30 40 50 60 70 80 90 100

Place of worship

Car

Frequency of cleaning

Warranty

Restaurant

On-going expense

Workplace

Concert/Movie

Sound of voice

Percent

Very Satisfied Satisfied Somewhat satisfied

Detailed Positive Satisfaction in ADetailed Positive Satisfaction in AAscending Order (#28-36)Ascending Order (#28-36)

26

19

20

18

21

22

18

16

16

38

48

44

45

41

40

42

40

39

21

11

15

10

22

19

17

19

23

0 10 20 30 40 50 60 70 80 90 100

Benefit

Visibility

Reliability

Packaging

Small groups

T.V.

Listening to music

Leisure activities

Outdoors

Percent

Very Satisfied Satisfied Somewhat satisfied

Detailed Positive Satisfaction in Detailed Positive Satisfaction in Ascending Order (#37-45)Ascending Order (#37-45)

51

51

51

44

43

44

37

30

26

35

35

33

39

37

33

40

47

46

8

8

8

8

11

9

13

12

14

0 10 20 30 40 50 60 70 80 90 100

Professional HHP

Knowledge HHP

Quality service HHP

Front office staff

Create expectations

Post-purchase service

One-on-one

Ease/battery change

Fit/comfort

Percent

Very Satisfied Satisfied Somewhat satisfied

Multiple Environmental Listening Utility (MELU) is Multiple Environmental Listening Utility (MELU) is the key to improving overall overall satisfaction. the key to improving overall overall satisfaction.

Hearing instruments < 6 years (n=1,368)Hearing instruments < 6 years (n=1,368)

1723

15

36

53 5563

70

84 82 8491

0% <10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Percent of Listening Situations Satisfied

0

20

40

60

80

100Overall H.I. Satisfaction

Factors Correlated with DigitalFactors Correlated with Digital• HIA statistics demonstrate 50% digital HIA statistics demonstrate 50% digital

penetration previous 5 years.penetration previous 5 years.• MarkeTrak survey presents consumer MarkeTrak survey presents consumer

with a number of product features for with a number of product features for which consumer responds:which consumer responds:– ““Yes”, “No”, “Not sure”Yes”, “No”, “Not sure”– HA purchased last 5 yearsHA purchased last 5 years– MarkeTrak consumer indicates – 47% digital.MarkeTrak consumer indicates – 47% digital.

• Compare “Yes” with “No”.Compare “Yes” with “No”.

Factors Correlated with DigitalFactors Correlated with Digital• One negativeOne negative

– Ease of volume adjustment (-11%)Ease of volume adjustment (-11%)

• 20% + difference:20% + difference:– Comfort with loud soundsComfort with loud sounds

• 15-19% + difference15-19% + difference– Sound quality (fidelity)Sound quality (fidelity)– Whistling/feedbackWhistling/feedback– WorkplaceWorkplace– Use in noisy situationsUse in noisy situations– Wind noiseWind noise

Factors Correlated with DigitalFactors Correlated with Digital

• 11-14% + difference11-14% + difference– Soft sounds audibleSoft sounds audible– Telephone and cellphoneTelephone and cellphone– Clarity of soundClarity of sound– Sound of voiceSound of voice– Natural soundingNatural sounding– Chewing/swallowingChewing/swallowing– Overall satisfactionOverall satisfaction– Localization of soundLocalization of sound– Leisure activitiesLeisure activities

Satisfaction & HL SeveritySatisfaction & HL Severity

• User population divided into Quintiles based User population divided into Quintiles based on factor scores of:on factor scores of:– # ears impaired# ears impaired– Perception of HLPerception of HL– Unaided APHAB (with exception of AV)Unaided APHAB (with exception of AV)– Gallaudet ScaleGallaudet Scale

• Difference scoresDifference scores– Quintile 1 (bottom 20% on subjective hearing loss)Quintile 1 (bottom 20% on subjective hearing loss)– Quintile 5 (Top 20% on subjective hearing loss) Quintile 5 (Top 20% on subjective hearing loss)

Largest DifferencesLargest Differences

• 25% + difference25% + difference– Cell phoneCell phone

• 15-19% difference15-19% difference– Comfort with loud soundsComfort with loud sounds– Able to hear soft soundsAble to hear soft sounds– School/classroom usageSchool/classroom usage– Wind noiseWind noise– Large GroupLarge Group– TelephoneTelephone– Concert/movieConcert/movie– DirectionalityDirectionality– Listening to MusicListening to Music

• 11-14% difference11-14% difference– TVTV– Place of worshipPlace of worship– Leisure activitiesLeisure activities– Whistling/feedbackWhistling/feedback– WorkplaceWorkplace– Use in noisy situationsUse in noisy situations– Richness soundRichness sound– RestaurantRestaurant– CarCar– OutdoorsOutdoors– Natural soundingNatural sounding