What do customers appreciate about Kulzer? How does the company work together with them and above all: how will this look like in the future? The Kulzer Customer Barometer is designed not least to find answers to these questions. Kulzer uses the results to draw conclusions about how customers can get the best practical solutions for their needs. Learn exciting insights about customer orientation at Kulzer in the interview with Chief Sales Officer Matthias Borst.
The dental industry is optimistic – in the last Kulzer Customer Barometer, 80% of customers expected business to be better or at least stable in 2022. Why do you think that is?
It has been like that for a while, and of course the Corona-related catch-up effects on the part of patients still play a role. From the dentists’ and dental technicians’ side, there is certainly a rather positive mood. However, we have to observe how the current inflation situation will affect patients –depending on whether they live in a country where many services must be paid for by themselves. In countries with a high reimbursement rate, on the other hand, the impact will be less.
So how has working with clients changed since Corona?
Even if it is already a stressed phrase, but yes, we are already in the middle of the “New Normal”. There are certainly more personal contacts again, but now underpinned by much more digital interaction. A classic example is webinars, which our customers still like to use, even if face-to-face meetings are possible again without restrictions.
When we talk about the future of sales, there will be a completely different emphasis on digital interaction in the future. This is a development that will continue, and this digital interaction will certainly play an even more significant role in the cooperation with our customers in the future. Here, too, we adapt to the needs of our users to find a good, hybrid balance: where would the customer like to contact me personally and where are digital possibilities advantageous?
In the customer survey mentioned earlier, the overall satisfaction index for Kulzer was almost 90%. Even though you never reach the full 100% – where do you see potential for the remaining 10%?
First, this value primarily reflects Kulzer’s high customer orientation. Because we are highly customer-oriented, we can better map and satisfy the needs of dentists and technicians. But there is still potential there.
Some percentage points could still be generated if we understood even better what the customer needs – that is especially important, and I believe also decisive for the future. So that we can offer the customers solutions from which they have even greater added value. It is important to listen closely to customers, ask them about their ideas and expectations and advise them appropriately.
What do dentists and dental technicians appreciate specifically about Kulzer?
High quality and customer-oriented service are Kulzer's strengths and are part of our image – our customers can rely on us for the entire duration of their professional lives. Our customers know that with our products, they can achieve safe and satisfactory results for their patients. And we work on innovations that are closely aligned with the needs of our customers. There are many examples of companies that were once highly innovative but disappeared from the market – precisely because they forgot this customer orientation. If you want to be a lifelong partner to your customers like we are, you have to work lifelong to deliver the best solutions for your customers.
Speaking about customer orientation: do digital workflows, as they are becoming increasingly popular, also require more customer advice?
At this stage, it is certainly the case that there is some need for consultation. But we also see that there is a generational change among dentists and technicians. And the next generation will have a completely different digital affinity than most customers over 50.
Many practitioners are still at the beginning of the digital turnaround in the dental laboratory or practice. Certainly, everyone must find their way a bit, but Kulzer offers reliable support here. Perhaps the training effort may still be a certain amount now, but if you ask me: I am convinced that in about 10 years you will no longer need to train anyone extensively in the use of an intraoral scanner, because by then everyone will be as good with digital solutions as they are with their mobile phones. The operating systems will become even easier to use – in combination with a higher digital affinity, the training effort will become even less ...
... which surely also applies to 3D printing?
Digitally speaking, with 3D printing there is certainly a need for some training, although we already have a very intuitive plug-and-play system: for example, how to clean the printer parts and such handling questions. But when it comes to use you only must connect the CAD (Computer Aided Design) software with the printer and no major settings are necessary. Here, too, the need for training in the classical sense will change in the future. At the beginning, there will be a printer-specific training, and most people will already have a basic understanding of digital systems, so that the workflow itself will run smoothly.
The Kulzer Customer Barometer was designed to learn more about customer satisfaction and to draw conclusions for the successful cooperation between Kulzer and its customers. In the last online survey, approximately 650 customers from 34 countries participated and shared their valuable feedback.