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InMoment Case Study | KARL STORZ Endoskope

Fascination with ProgressCOMPREHENSIVE L ISTENING AND ADVANCED

ANALYSIS OF CUSTOMER FEEDBACK HELP

KARL STORZ GO FROM GOOD TO GREAT

Visionary design. Precise workmanship. Clinical effectiveness. For a company that

creates medical scopes as small as ⅕” in diameter, KARL STORZ Endoskope—a

leading provider of reusable products for endoscopy and related medical

technologies—is full of big ideas. For over 70 years, KARL STORZ has achieved

numerous industry milestones by focusing on what matters: creativity, innovation,

and expertise. Headquartered in Germany, the company offers products in virtually

all specialties (e.g., human medicine, veterinary medicine, and industrial endoscopy),

enabling some of the largest healthcare organizations in the world to deliver safe,

minimally invasive procedures and surgeries to their patients.

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A Customer-Centric DNA

The company’s California-based arm—KARL STORZ Endoscopy-

America, Inc.—is responsible for all sales and service across the

United States. The cost and complexity of over 15,000 highly

specialized products mean KARL STORZ’s clients expect a

“white glove” level of service—from inquiry to installation and

beyond. As a reliable, trusted partner in healthcare,

KARL STORZ offers extensive customer service and technical

support including a team of professional service technicians for

on-site assistance at hospitals and other healthcare facilities.

According to Martin Gabaya, Operations Manager, Customer

Support for KARL STORZ Endoscopy-America, Inc., “There are

four main strategies that we embody: reducing customer effort,

performance excellence, staff development, and building lasting

relationships with our colleagues and customers. We believe

that, in addition to innovative products, our genuine customer-

centric approach to doing business sets us apart from our

competitors. Customer experience is how we can differentiate

ourselves on a daily basis.”

And at the end of each customer interaction is a patient—

someone’s mother, father, grandmother, or another loved one.

“We have a robust service excellence program because if we

mess up an order—if we send out the wrong item—the doctor

won’t be able use it,” says Gabaya. “So whether we are dealing

with a customer that spends $10,000 a year with us or $2 million,

we treat each customer interaction as if it is the most valuable

call we are going to take that day.” With a customer focus that

is ingrained in the company’s DNA, KARL STORZ needed an

equally reliable and innovative technology partner to know if it

was delivering on this promise.

Making Customer Feedback Real

As it sought a new partner for its Voice of Customer program,

KARL STORZ desired the attributes it lacked with its previous

provider: a company that could help uncover more compelling

insights, share industry-specific best practices, and deliver the

same degree of hands-on customer support that KARL STORZ

offers its customers—so it chose InMoment.

Feedback collected by InMoment from two Customer Care

Contact Centers—which handle order-related inquiries,

repair and exchange logistics, and new purchases—helps

KARL STORZ understand the customer journey, replicate

exceptional experiences, and identify areas for improvement.

A separate feedback channel explores the experience

KARL STORZ sales representatives have when they call the

contact center on behalf of a client. “With InMoment, we

improved our questions and made the survey more ‘customer

friendly’ to get to the heart of what we needed to understand

to improve the customer experience,” says Cathy Dages,

Operations Supervisor, Training & Quality Systems, Customer

Support at KARL STORZ Endoscopy-America, Inc..

“WE BELIEVE THAT, IN ADDITION

TO INNOVATIVE PRODUCTS, OUR

GENUINE CUSTOMER-CENTRIC

APPROACH TO DOING BUSINESS SETS

US APART FROM OUR COMPETITORS.

CUSTOMER EXPERIENCE IS HOW

WE CAN DIFFERENTIATE OURSELVES

ON A DAILY BASIS.”

Martin Gabaya, Operations Manager, Customer Support

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The always-on feedback ensures supervisors are

notified—in real time—of specific issues that require

immediate resolution. Using prescriptive analytics, agents

and supervisors receive a Coach™ report every month,

highlighting customer verbatims—both good and bad—and

strategic opportunities for individual improvement. “When

agents see their name with a comment a customer made

about them, it’s real,” says Dages. “Our customers are telling

us directly what is important, and that helps the team

focus its energy on making a difference—doing what the

customer needs.”

At the corporate level, reports delivered by InMoment to

the KARL STORZ executive team offer a 360-degree view

of the customer journey that is easy to track over time—

including Net Promoter Score, Customer Satisfaction,

Overall Representative Experience, and Customer Effort

Score—and inform company-wide training initiatives and

operational improvements.

Powered by People

While KARL STORZ receives a wealth of feedback from

its customers, just as importantly, it asks its employees to

contribute to the discussion. “Our colleagues are an integral

part of the chain and are able to tell us what’s working well...

and what isn’t,” continues Gabaya. Using InMoment’s Voice

of Employee (VoE) tools, KARL STORZ asks its employees

for their perspective on improving the company’s delivery

of customer experience. “When we receive feedback from

our staff, we act on it,” says Gabaya. “We strategize and we

have creativity sessions on how to improve.”

And often, it’s a quick fix—a small tweak in a process—which

buys goodwill from staff. “When that cycle goes around,

the faster we make these improvements, the better it is

for our customers,” says Gabaya. By asking its employees

for feedback, the company is ensuring they feel valued,

empowering them to make decisions that benefit the

customer, and creating an environment that encourages

them to take ownership of CX outcomes. “We call it high

CQ—Control Quotient,” says Gabaya. “The agents that

embody this mentality are the ones that progress the

fastest.”

BY THE NUMBERSPARTNER SINCE 2015

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Building Lasting Relationships

In less than a year, KARL STORZ raised its

level of customer experience significantly,

leading customers to report a 98 percent

likelihood to purchase its products again,

and a 96 percent likelihood to recommend

the company to others. Those are the

types of scores that ensure the company

is establishing valuable client relationships

that will last for years.

In 2016, the company was recognized for

contact center operation excellence in

the live phone channel under the J.D. Power Certified Contact

Center Program℠—for the fifth consecutive year—acknowledging

a strong commitment by KARL STORZ to provide an outstanding

customer service experience.*† To become certified, the contact

centers passed an evaluation of dozens of best practices that

encompass the integration of VoC and VoE into their business

operations. Though the company’s overall performance was

superlative, it excelled in particular in two key attributes:

timeliness of resolution and knowledge of the representative,

both which are vital to high performance in this industry.

A single year after partnering with InMoment, KARL STORZ

saw significant increases in those two key areas: five percent

in timeliness of resolution and six percent in knowledge of the

representative.

Going from Good to Great

“Before InMoment, our vendor provided us with software, but

support and consultancy were lacking,” says Dages. “We did not

have any of the analysis, reporting, or insights that we do now.

By having that analysis automated, we’re able to focus our time

on the strategic, the what’s next, rather than solely what’s in front

of us.” The most recent “what’s next” for Dages and Gabaya?

“BEFORE INMOMENT, OUR VENDOR PROVIDED

US WITH SOFTWARE, BUT SUPPORT AND

CONSULTANCY WERE LACKING. WE DID NOT

HAVE ANY OF THE ANALYSIS, REPORTING,

OR INSIGHTS THAT WE DO NOW. BY HAVING

THAT ANALYSIS AUTOMATED, WE’RE ABLE TO

FOCUS OUR TIME ON THE STRATEGIC, THE

WHAT’S NEXT, RATHER THAN SOLELY WHAT’S

IN FRONT OF US.”

Cathy Dages, Operations Supervisor, Training & Quality Systems, Customer Support

They’ve launched an additional, “on-demand” survey contained

within staff email signatures and customer-facing documents,

giving customers, suppliers, and colleagues another touchpoint

to offer feedback.

More and richer data allows KARL STORZ to focus on making

those incremental improvements that take customer experience

from “good” to “great”—to continually evolve, because “even if

our scores are high, we can still make a difference,” says Dages.

“We can still get from a 9.1 to a 9.5.”

Ultimately, KARL STORZ is in the people business, and ensuring

patients receive the care they need drives everything the

company does. “In our company, there is a solution for every

challenge,” says Gabaya. “It is always the people that come to

the rescue and save the day for the hospitals, the doctors, and

the patients.”

* KARL STORZ Endoscopy-America’s Contact Center has been recognized by

J.D. Power by providing “An Outstanding Customer Service Experience” for

Live Phone Channel.

† J.D. Power 2016 Certified Contact Center Program recognition is based on

successful completion of an audit and exceeding a customer satisfaction

benchmark through a survey of recent servicing interactions. For more

information, visit www.jdpower.com/ccc.