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.

Percent of current hearing instrument users reporting improved quality of life due to hearing instruments (H.I. < 6 years)

Customer satisfaction with hearing instrument product features (H.I. < 6 years of age).

Customer satisfaction with signal processing and sound quality (H.I. < 6 years of age).

Customer satisfaction with hearing instruments in selected listening situations (H.I. < 6 years of age).

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)

Satisfaction Summary Customer satisfaction improving:Customer satisfaction improving:  73% for HI <4 years  78% for HI <1 year  Due to 2 factors: 50% digital penetration last 5 years 50% digital penetration last 5 years Change in satisfaction scale (“somewhat”) Change in satisfaction scale (“somewhat”) Only 44% of consumers will repurchase their current brand of hearing aids when it is time to replace.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.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. Defined as 0 hours per year usage.Defined as 0 hours per year usage. Huge unused hearing aid population.Huge unused hearing aid population. –1.23 million people –1 in 6 users Half of them are new hearing aids (<1-5 years old)Half of them are new hearing aids (<1-5 years old) And consider of all HA:And consider of all HA: –61% use them more than 4 hours per day. –26% < 1 hour per day.

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 represent a possible opportunity for upgrade (>5 years). Half of hearing aids in the drawer are < 5 years old: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 utilityPoor benefit or utility Poor performance in noisy situationsPoor performance in noisy situations Poor fit and comfortPoor fit and comfort Negative side effectsNegative side effects Cost of repairsCost of repairs

Reasons for Non-Use #1. Poor benefit (30%) - 268,507#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-Use #2. Background noise (25%) - 229,383#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-Use #3. Fit & Comfort (19%) - 169,431#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 45 subjective evaluations ranked by average mean score.45 subjective evaluations ranked by average mean score. Satisfaction segments color coded.Satisfaction segments color coded. Is “somewhat satisfied” really acceptable?Is “somewhat satisfied” really acceptable? Satisfaction ratings actually lower when you add “Very satisfied” and “Satisfied” and then compare to previous MarkeTrak surveys.Satisfaction ratings actually lower when you add “Very satisfied” and “Satisfied” and then compare to previous MarkeTrak surveys.

Detailed Positive Satisfaction in Ascending Order (#1-9)

Detailed Positive Satisfaction in A Ascending Order (#10-18)

Detailed Positive Satisfaction in Ascending Order (#19-27)

Detailed Positive Satisfaction in A Ascending Order (#28-36)

Detailed Positive Satisfaction in Ascending Order (#37-45)

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

Factors Correlated with Digital HIA statistics demonstrate 50% digital penetration previous 5 years.HIA statistics demonstrate 50% digital penetration previous 5 years. MarkeTrak survey presents consumer with a number of product features for which consumer responds: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”.Compare “Yes” with “No”.

Factors Correlated with Digital One negativeOne negative –Ease of volume adjustment (-11%) 20% + difference:20% + difference: –Comfort with loud sounds 15-19% + difference15-19% + difference –Sound quality (fidelity) –Whistling/feedback –Workplace –Use in noisy situations –Wind noise

Factors Correlated with Digital 11-14% + difference11-14% + 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 User population divided into Quintiles based on factor scores of:User population divided into Quintiles based on factor scores of: –# ears impaired –Perception of HL –Unaided APHAB (with exception of AV) –Gallaudet Scale Difference scoresDifference scores –Quintile 1 (bottom 20% on subjective hearing loss) –Quintile 5 (Top 20% on subjective hearing loss)

Largest Differences 25% + difference25% + difference –Cell phone 15-19% difference15-19% 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% difference11-14% difference –TV –Place of worship –Leisure activities –Whistling/feedback –Workplace –Use in noisy situations –Richness sound –Restaurant –Car –Outdoors –Natural sounding