Melinda Goddard championed
customer satisfaction measurement and initiatives for the
diagnostics division of a leading health care company from 1992
through 1997, when the US affiliate sought to
“achieve leadership and
profitability through customer satisfaction.”
Prior to 1992, the company rarely met its
By 1997, top-box satisfaction
scores increased from 36% to 67%. The
company exceeded its profit goals and became
the fastest growing company in its industry, as
well as its parent company, worldwide.
Although customer focus was not the only
factor, it was a major factor in these results.
This case study was later published in
*American Marketing Association, Fall 1999, pp. 57-63.