How KIND Hearing Aids Masters the Balance Between Analog and Digital

Under the motto “Marketing in times of digital awakening”, the PFH Private University of Göttingen invites you to the Göttingen Marketing Day on November 8. In advance, Prof. Dr. Hans-Christian Riekhof interviewed some of the speakers. Today, Dr. Alexander Kind, Managing Director of KIND Hearing Aids GmbH & Co. KG, presents the challenges and opportunities of digitalization in hearing acoustics and optometry – with a portfolio of analog and fully digital high-tech products.

Prof. Dr. Hans-Christian Riekhof: What is the biggest challenge for KIND in connection with the digitalization of marketing?

Dr. Alexander Kind: We are engaged in two very different business fields affected by digitalization with hearing acoustics and optometry: While hearing aids are now fully digital high-tech products, optometry is characterized by the “analog” product glasses.

On the one hand, modern hearing systems enable an extremely demand-oriented, fully digital approach to customers, e.g. via the apps used to control hearing systems. On the other hand, the average age of our hearing aid customers means that not 100 percent affinity to digital communication measures exists yet. In optometry, the picture is exactly the opposite: The product is analog. Digital customer communication for this is a very strong channel.

Already today, digital recommendation algorithms are a reality for us

Riekhof: Do the possibilities for KIND to gain insights about the customer change through digitalization? Where and how do you “observe” the customer today and in the future in his wishes, his networks, his search behavior, his communication behavior?

Kind: In hearing acoustics, we have very extensive possibilities to draw on insights about our customers and their wishes for a precise customer approach: Modern hearing systems are equipped with wireless technology. They can be controlled via an app and can document and analyze usage behavior. This means that digital recommendation algorithms are already a reality today, allowing us to design communication extremely customer-centric.

The customer appreciates comprehensive price transparency – especially with advice-intensive products

Riekhof: Does the digitalization of marketing processes also affect the strategic and operational pricing at KIND?

Kind: Our pricing strategy is very simple: We calculate fairly from the start and offer permanently low prices. With us, there are no discounts, limited-time promotions or price reductions in response to competitor prices. Whether stationary or digital. In addition, we attach great importance to 100 percent transparency. In optometry, for example, our prices are always complete prices including single-vision quality lenses – and not just prices for the frame. Ultimately, we are convinced that customers always appreciate comprehensive price transparency, especially with advice-intensive products such as hearing aids or glasses – whether online or offline in the specialist shop.

Riekhof: Many manufacturers are now building their own online platform to serve the end customer directly or online, bypassing (or supplementing) the classic stationary distribution structures. Do you pursue a similar strategy at KIND?

Customers today expect an online platform that provides an overview of prices and services

Kind: Both hearing acoustics and optometry cannot be fully digitized today and covered 100 percent via an online platform. In both cases, certain work steps must be carried out by fully trained craftsmen in stationary specialist shops, such as audiometry in hearing acoustics or refraction in optometry. However, customers today expect every retailer to have an online platform that, as a minimum requirement in the phase of searching for suitable providers on the market, creates the necessary transparency with regard to prices and services.

In optometry, unlike in hearing acoustics, individual service areas such as the sale of sunglasses can also be depicted online. At KIND, however, we always see the future in a clear omni-channel solution and not in the aim of bypassing individual sales channels. Ultimately, the customer decides which way he wants to buy from KIND.

If you would like to experience Dr. Alexander Kind and the other speakers in person, please feel free to register with the online form for the 7th Göttingen Marketing Day.

Prof. Dr. Hans-Christian Riekhof and the PFH team look forward to your visit.

Photos: KIND Hearing Aids