General Electric Medical Systems: Establishing an Ongoing Dialogue with Customers

Title:

General Electric Medical Systems: Establishing an Ongoing Dialogue with Customers

Author:

Julie Schwartz

Date Published:

March 1, 1997

Ref. Number:

C0009

Pages:

This Best Practice Case Study examines how GEMS has used its customer education services to establish an ongoing dialogue with customers that has resulted in dramatic improvements in customer satisfaction and has contributed to market gains.

GEMS took its “number-one dissatisfier,” applications training, and turned it into its “number-one satisfier.” GEMS is incorporating customer feedback and other information gained during the delivery of customer education services to fuel marketing programs that better address customer needs. A culture of innovation and a commitment to serving the customer has enabled the GEMS customer education organization to cross internal boundaries to work with the GEMS sales organization, services delivery, services marketing, and even NBC, to develop new, creative marketing and customer training programs.

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