Small Changes, Big Impact on Customer Experience
Invest in better Customer Experience
Time is the most valuable resource in business, especially in the medical device industry, where timing can make or break success. Every minute counts. Having immediate access to the right information is critical when bringing new innovations to market. Winning and retaining customers means making these moments count. As someone leading Test Labs, ensuring that we consistently deliver a smooth, efficient customer experience is a key part of my wider strategic vision for driving the industry and our business forward.
Listening to feedback and seeing successful models from other industries, we recognised the need to improve how our clients access our information. The medical device testing sector often requires a level of attention that is not always reflected in customer-facing experiences. Too often, testing laboratories may be perceived as lagging behind when it comes to delivering a more streamlined, customer-focused approach that has become standard in other industries. I’ve always believed that when clients invest their time with us, we should make sure that time is well-spent. Therefore, we focused on ensuring that our latest improvements would make the biggest impact where it matters most – during the first interaction with our business, which for most clients begins with our website.
I believe in being actively engaged in every aspect of our business. That’s why I worked closely with our team to support and guide them as we implemented these small but meaningful changes to our website. This was a collaborative effort, and I also take the opportunity to present these changes because I know that small details contribute to a bigger picture.
Why Speed and Access Are Key
Research shows that more than 80% of consumers research a company or product online before making a purchasing decision. A significant proportion of these consumers want to find the information they need without having to contact customer service. This presents a particular challenge for our business: one of our core values is a consultative testing approach. We prioritise live conversations over digital interactions because we believe in the value of expertise and real human connection. However, we also understand that customers expect access to the essential information without needing to make that call first.
Balancing these needs – offering detailed information upfront while still keeping the door open to personal engagement – has been an ongoing focus for us. With each step forward, we’ve refined our approach, always guided by the principles of customer experience.
‘Traditional’ lab websites can often lag in providing instant, clear access to the key details customers are looking for. They can contain a wealth of technical data, but it is often left to the clients to sift through this information, which can create unnecessary complexity. When we conducted market research, timing ourselves on how long it took to gather information from leading websites, the results were telling. We gave ourselves a device and a testing need, then checked how long it took us to find the relevant information. Despite knowing exactly what we were looking for, we still faced some hurdles. It was frustrating to see that this happens too often in our industry. Customers – people who almost certainly know their product and what they want to test are often exposed to these frustrating interactions. We might be exaggerating a bit, but sometimes it feels like it’s easier to find information from your local dry cleaner or favourite food delivery app than from a high-tech testing lab’s website. And that’s precisely what pushed us to take a step back and rethink how we could simplify things for our clients.
We are not breaking the atom here, this isn’t new – other industries have mastered this space – but bringing that level of efficiency and transparency to medical device testing is something we’re proud to lead.
3-Click Solution
Through research and hundreds of conversations with clients, we quickly identified the most common questions. They consistently focused on lead times, service availability, and accreditations. With time being just as important as the quality of our service, we set a goal to make sure customers could find what they needed in as few clicks as possible – often in just three.
The new process is straightforward: start on the homepage, select your device category, choose your specific device, and immediately access a detailed overview of all relevant services. It’s like asking for a vegan menu at a restaurant and only seeing vegan options – you won’t be overwhelmed by irrelevant choices.
One frequent discussion point is providing price information directly on the website – something we’ve been actively considering. While it’s difficult to implement standardised terms given the variability of what we do, we understand that price clarity is a major concern for customers. We’re working towards finding that balance, without making price the mystery that it sometimes feels like.
Device and Service Cards
One of the most significant changes we’ve made is the introduction of the Device Card and Service Card. These cards offer a comprehensive snapshot, putting everything our customers need to know about their testing options right in front of them. With clear visibility of available services, average lead times, and relevant accreditations, we’ve simplified the process, allowing them to make informed decisions without needing to request information.
We’ve intentionally avoided supercharging the site with chatbots or endless forms, instead we’ve designed this experience to be as user-friendly as possible. We want our clients to get what they need efficiently and confidently, but we also know there are moments when a direct conversation can make all the difference – so we’re always here when they need us.
Efficiency and Partnership
At the core of these improvements is our focus on efficiency. In the medical device industry, time isn’t just money – it’s momentum. We recognise that finding the right information on a website is just a small part of our clients’ day, but Hey!, when was the last time your testing partner gave you some time back? Even in small ways, it makes a difference. If we’ve managed to streamline your process even slightly, we count that as a win. Our goal is to remove obstacles that slow down progress and give you back valuable time, so you can focus on what truly matters – driving your innovations forward.
These improvements are about more than just digital efficiency. They’re about building stronger partnerships by setting a tone of collaboration from the very first interaction. Small improvements like these lay the groundwork for a much larger, more comprehensive experience – one where customer success is always the priority. By putting our clients’ needs first, we aim to lead the industry in delivering real, tangible results that make a difference.
Continuing to Improve Your Experience – and Ours
These updates are just one step in our ongoing journey to elevate our clients’ experience. I believe in small, continuous improvements that deliver meaningful results over time. We are committed to making enhancements that increase the value we provide, ensuring that we continue to grow, innovate, and succeed alongside our clients.
Personally, I’ve always approached leadership with the understanding that customer service and business success are deeply intertwined. By focusing on our clients’ needs, we don’t just refine their experience – we drive our business forward. The vision is clear: build long-lasting relationships, deliver exceptional services, and continually push for improvements that set us apart from others.
Our website is just one touchpoint, but it reflects the way we do business as a whole. We’ll keep listening, keep refining, and keep pushing the boundaries of what’s possible – not just for Test Labs, but for everyone we work with.
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