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Customer Satisfaction with Hearing Instruments in the Digital Age. September 2005 Hearing Journal. Overall indices of customer satisfaction with hearing instruments (H.I. < 6 years of age). Key customer satisfaction ratings by age of hearing instrument.

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customer satisfaction with hearing instruments in the digital age

Customer Satisfaction with Hearing Instruments in the Digital Age

September 2005

Hearing Journal

overall indices of customer satisfaction with hearing instruments h i 6 years of age
Overall indices of customer satisfaction with hearing instruments (H.I. < 6 years of age).
slide4
Percent of current hearing instrument users reporting improved quality of life due to hearing instruments (H.I. < 6 years)
customer satisfaction with hearing instruments in selected listening situations h i 6 years of age
Customer satisfaction with hearing instruments in selected listening situations (H.I. < 6 years of age).
slide8
Impact of improving multiple environmental listening utility (MELU) on overall satisfaction; Hearing instruments < 6 years (n=1,368)
customer satisfaction with hearing instrument hearing healthcare provider h i 6 years of age
Customer satisfaction with hearing instrument hearing healthcare provider (H.I. < 6 years of age)
satisfaction summary
Satisfaction Summary
  • Customer satisfaction improving:
    • 73% for HI <4 years
    • 78% for HI <1 year
    • Due to 2 factors:
      • 50% digital penetration last 5 years
      • Change in satisfaction scale (“somewhat”)
  • Only 44% of consumers will repurchase their current brand of hearing aids when it is time to replace.
  • Satisfaction with HHP is 92%. When something goes wrong it is not their fault it is the product.
1 23 million people with hearing aids in drawer that s 1 6 owners
1.23 million people with hearing aids in drawer; that’s 1/6 owners.
  • Defined as 0 hours per year usage.
  • Huge unused hearing aid population.
    • 1.23 million people
    • 1 in 6 users
  • Half of them are new hearing aids (<1-5 years old)
  • And consider of all HA:
    • 61% use them more than 4 hours per day.
    • 26% < 1 hour per day.
ha in the drawer
HA in The Drawer
  • Half of hearing aids in the drawer represent a possible opportunity for upgrade (>5 years).
  • Half of hearing aids in the drawer are < 5 years old:
    • An Albatross around our neck according to U.S. World and News Report
    • Most likely due to top 5 reasons measured in MarkeTrak V (2000):
      • Poor benefit or utility
      • Poor performance in noisy situations
      • Poor fit and comfort
      • Negative side effects
      • Cost of repairs
reasons for non use
Reasons for Non-Use
  • #1. Poor benefit (30%) - 268,507

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

reasons for non use1
Reasons for Non-Use
  • #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.”

reasons for non use2
Reasons for Non-Use
  • #3. Fit & Comfort (19%) - 169,431

“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.”

satisfaction rankings
Satisfaction Rankings
  • 45 subjective evaluations ranked by average mean score.
  • Satisfaction segments color coded.
  • Is “somewhat satisfied” really acceptable?
  • Satisfaction ratings actually lower when you add “Very satisfied” and “Satisfied” and then compare to previous MarkeTrak surveys.
slide22

Multiple Environmental Listening Utility (MELU) is the key to improving overall overall satisfaction. Hearing instruments < 6 years (n=1,368)

factors correlated with digital
Factors Correlated with Digital
  • HIA statistics demonstrate 50% digital penetration previous 5 years.
  • MarkeTrak survey presents consumer with a number of product features for which consumer responds:
    • “Yes”, “No”, “Not sure”
    • HA purchased last 5 years
    • MarkeTrak consumer indicates – 47% digital.
  • Compare “Yes” with “No”.
factors correlated with digital1
Factors Correlated with Digital
  • One negative
    • Ease of volume adjustment (-11%)
  • 20% + difference:
    • Comfort with loud sounds
  • 15-19% + difference
    • Sound quality (fidelity)
    • Whistling/feedback
    • Workplace
    • Use in noisy situations
    • Wind noise
factors correlated with digital2
Factors Correlated with Digital
  • 11-14% + difference
    • Soft sounds audible
    • Telephone and cellphone
    • Clarity of sound
    • Sound of voice
    • Natural sounding
    • Chewing/swallowing
    • Overall satisfaction
    • Localization of sound
    • Leisure activities
satisfaction hl severity
Satisfaction & HL Severity
  • User population divided into Quintiles based on factor scores of:
    • # ears impaired
    • Perception of HL
    • Unaided APHAB (with exception of AV)
    • Gallaudet Scale
  • Difference scores
    • Quintile 1 (bottom 20% on subjective hearing loss)
    • Quintile 5 (Top 20% on subjective hearing loss)
largest differences
25% + difference

Cell phone

15-19% difference

Comfort with loud sounds

Able to hear soft sounds

School/classroom usage

Wind noise

Large Group

Telephone

Concert/movie

Directionality

Listening to Music

11-14% difference

TV

Place of worship

Leisure activities

Whistling/feedback

Workplace

Use in noisy situations

Richness sound

Restaurant

Car

Outdoors

Natural sounding

Largest Differences