Since the beginning of 2010, a task force set up by GN ReSound has been occupied with the supply chain transformation project that has already completely changed the company's production and supply chain setup. As expected, this wide-reaching project has produced major changes.

GN News met with the head of GN ReSound's Operations and Supply Chain, Senior Vice President Christian Gormsen, to hear about the current status of the project he originally helped launch. In Christian's own words, the project has been a difficult and very hectic journey, but its effects are now beginning to show, one of them being a huge change in the way GN ReSound does business and delivers service to customers.

What, specifically, has changed in the way GN ReSound does business today? And has it changed in the way you intended from the beginning, i.e. to improve the ser-vice provided to GN ReSound's customers?
“Basically, we've made fundamental changes to the way our operations and supply chain works. First of all, production of ITE (in-the-ear) hearing instruments, a type of hearing instrument that needs to be fitted to each individual end-user, and service of all types of hearing instruments are activities that now takes place at regional operation centers – we call them ROCs – instead of our subsidiaries handling it locally. Standardizing these activities has improved our efficiency considerably, and our customers are clearly feeling the difference in dealing with us. All of our key customers have now migrated to the new platform. This means that only sales, marketing and customer service will be based locally in most countries. That in itself is a huge change from the way we conducted our business previously, and on top of that, our IT systems have now become much more integrated. As a result, we've achieved a whole new state of transparency in our business, which in turn leads to even greater efficiency.”

Have you received any feedback from GN ReSound's customers?
“Yes, we've seen a lot of interest from a number of our big customers. They appreciate the new things we can offer them in our new setup, both in terms of our systems integration, which allows us to operate the business in a more standardized way, and with respect to our new and more efficient production and distribution system. We have a shared interest in driving standardization and making our procedures more efficient.”
Christian points to GN ReSound's sales in Japan, the world's third-largest hearing instrument market. Both the authorities and the users in that country have extremely high standards with respect to product quality. Today, more than 90% of the ITE products GN ReSound sells in Japan are made at the company's own regional operations center, located in China. According to Christian, this is testimony to the extremely high quality of the ITE products that come off the ITE production lines from the regional operations center in China.

The project is running according to plan and you've almost got the setup in place. Apart from providing better service to your customers, one of the goals of this project has been to reduce costs. Can you give us a status report on this part of the project?
“We can now see the path to deliver 100% of the cost savings we set out to achieve in the supply chain transformation project, and we believe there may be an even greater longer-term potential. The specific cost savings we've achieved have many different sources: we've achieved greater efficiency, which means we can manufacture more hearing instruments and accessories without having to hire additional staff. A number of activities have been relocated to low-cost countries, and our standardized ERP systems will continue to simplify our administrative operations. All of these things will contribute to cost savings. For some time now, we've had to run two parallel systems in order to provide a satisfactory level of service to our customers. We've now had so much experience that the process becomes easier and easier every time we roll out the new system in a new country, and that means relatively lower costs, too.”

Where is GN ReSound compared to the competition?
“If you're asking where we stand compared to the competition with regards to sophistication in our operations and supply chain structure, I believe that, in many ways, we are setting new standards. No one in the industry has ever made such fundamental changes to their business setup before.“

What do you feel is the most important achievement of the project?
“The project has provided us with a great opportunity to deliver a significantly higher service to our customers and allows us to raise the bar for customer service even higher. With all this new knowledge, we can at a later stage launch new initiatives and ideas that can make GN ReSound an even better business partner to our customers, and we can manufacture our products even more efficiently. In conclusion, I'd like to point out that the employees at GN ReSound have shown a fantastic willingness to change, and the huge support they've given to the project is one of the reasons we've come this far and achieved such good results.

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Ms. Line Ørskov, Computerworld's editor-in-chief, and Computerworld journalist Kristian Hansen presenting GN Netcom CEO Mogens Elsberg with the diploma naming GN Netcom as Denmark's best hardware company in 2011.

GN Netcom took the special award as Denmark's best hardware company at the annual Computerworld Top 100 awards event in Copenhagen on September 28. GN Netcom also won first place in the telecommunications and network equipment category. On the overall list of Denmark's best IT companies, GN Netcom took a gigantic leap from 176th last year to land an impressive seventh ranking in 2011.

GN Netcom CEO Mogens Elsberg proudly accepted the award at the event, which was attended by all the top names in the Danish IT industry.

“This award is testimony to how well GN Netcom performed this past year, both financially and with respect to the products we develop and manufacture. We're at the top of the list when businesses in Denmark and abroad decide which headsets to invest in to meet their telephony and UC needs. I'm very pleased to say that more and more companies are picking Jabra headsets for their unique functionality and quality. Winning an award like this helps to draw more attention to GN Netcom, and since some of our best customers are from the IT industry, it just couldn't be better,” said Mogens Elsberg.

How the winners are found
This is the sixteenth year in a row that Computerworld has nominated Denmark's best IT businesses. This year's winner of the main award as Denmark's best IT company overall was Sitecore. Award winners are found using Computerworld's own TOP 100 scoring method in which companies' scores in four areas, efficiency, business acumen, effectiveness and performance are added together to rank them in the award categories they have been nominated for. Each company's score in these four areas is based on a review of the company's financial statements.

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More and more companies are discovering the advantages of switching to Unified Communication (UC) phones. One benefit that everyone can agree on is having a tailor-made solution designed to your company’s exact needs. Ming An Insurance Co., a large Chinese insurer, found a UC solution with exactly what they were looking for: a professional headset that wouldn’t let their insurance agents down during the many hours they spend on the phone.

Ming An’s call service has 120 call-in agents handling about 3,000 customer issues and queries daily; and 320 call-out agents making about 45,000 telesale calls daily. “Having good audio clarity is vital especially for agents solving customer problems. However, extremely high levels of undesirable noise in the call center prevented that,” says Li Kai, IT System Structure and Operation Manager, Ming An Insurance, “and to make matters worse, most products in the market were ineffective in blocking out the noise.”

Another important headset requirement was comfort. Li Kai explains: “For the telesales agents, comfort is crucial as they spend a lot of time on the phone to increase the chances of customers purchasing insurance.” Faced with these challenges, the company was urgently looking for a comfortable double earpiece headset with noise reduction features.

Jabra recommended the Jabra BIZ 2400 headset and Jabra GN8000 MPA amplifier to Ming An for its customer service and telesales center. “To help us evaluate the various options, we conducted a test with eight people trying out a different headset every day. After two weeks, we chose the Jabra headset because most of our test persons recognized it as the best solution,” says Li Kai.

Thanks to a high level of employee satisfaction, Ming An will deploy more Jabra headsets to replace those currently used in its call centers. With a Jabra BIZ 2400 headset and Jabra GN8000 MPA amplifier, call agents can adjust their headset volume very precisely, block out unwanted noise, and maintain high levels of voice clarity during customer interaction.

An effect that really shows
The Jabra headset and amplifier combination has transformed Ming An’s call center operations. By leveraging its audio enhancement and comfort features, agents can handle more callers and engage them better, thereby increasing customer satisfaction and telesales. With its surgical steel body promising maximum strength and break-proof boom, Jabra headsets have withstood rigorous daily use in Ming An’s busy call center environment – to deliver solid reliability. As a testament to its exceptional construction, no headsets were returned over a one-year deployment period and no defects were recorded.

Customer interaction and satisfaction levels have received a boost with the Jabra BIZ 2400 headset. Its audio enhancement features help agents hear customers clearly even under the noisy conditions of the call center. Additionally, telesales agents can focus on the customer and concentrate on building genuine relations. This is especially important, as making an insurance sale requires a sense of trust between the agent and the customer.

The ear cushions make the headsets extremely comfortable. Call center agents no longer experience strain from extended usage. “Compared to our previous headsets, the Jabra BIZ 2400 ergonomic design allows agents to handle more calls in a day,” says Li Kai. Additionally, its lightweight feature and FreeSpin 360° rotation boom arm let call center agents enjoy more flexibility while engaging customers.

Besides being well made and comfortable, the Jabra headsets are also very sturdy. During the first year, there were no technical malfunctions. “We are very pleased with the zero defect record of the Jabra BIZ 2400 headset, as it has helped us to significantly lower our maintenance costs and extend the lifespan of our call center equipment,” Li Kai concludes.

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The EUHA trade fair is the European highlight of the year for the hearing aid industry. Audi-ologists, doctors, hearing aid manufacturers and retailers meet for this annual tradition to showcase the newest products, technologies, hear about the latest research in audiology and related fields, make deals and meet with colleagues in the industry. EUHA is an annual event held in Germany, and this year's venue was in Nuremberg.

GN ReSound's CEO Lars Vikmoen presented new additions to the ReSound Alera™ product family at EUHA, including the ReSound Alera™ TS for tinnitus treatment, the ReSound Alera™ 4 at the lower end of the basic segment, and a full featured RIE (receiver in the ear) version featuring the full ReSound Alera™ functionality, e.g. wireless connection to TV and telephone, exceptional sound quality and nano-protection. Click here to read more about the new products

A ReSound Alera™ year
2011 has been quite a year for the ReSound Alera™ product family. This new innovative hearing instrument series, including the groundbreaking 2.4 GHz technology delivering unique, exclusive connectivity has lifted GN ReSound's sales substantially in the past year, and the sales curve has continued to ascend with each new wave of the product series released.

Speaking at the presentation GN ReSound arranged for analysts and the press during the EUHA event, Lars Viksmoen said: “With the recent additions to the ReSound Alera™ product family, we now cover 98% of all hearing losses, and that means we clearly have one of the most comprehensive product series on the market today. Our innovative use of wireless 2.4 GHz technology combined with the unique sound quality of Surround By ReSound™ technology means that we create a unique experience for the end-users of our hearing instruments. Creating tangible value for hearing aid users is precisely what is so important for us. ReSound Alera™ creates this kind of value for the end-users.” Click here to see the presentation from the day.

The latest additions to the ReSound Alera™ series are now all available on the market. Apart from the actual hearing aids, GN ReSound also provides several kinds of accessories for the ReSound Alera™ devices, including a wireless streamer for TV and audio systems, wireless cellphone connections and a mini-microphone that can transmit sound directly from the source – a speaker at a lecture – for example, to an end-user's hearing aid.

At EUHA, GN ReSound also presented the Interton Cosmo 6 and Cosmo 4, a series of wireless hearing aids consisting of custom remote-microphone products and an RIE model. These are Interton's first wireless products and, like the ReSound Alera™, they are based on 2.4 GHz technology. In addition to the new hearing devices, Interton also introduced a number of wireless accessories that are already available under the ReSound and Beltone brands (apart from the mini-microphone).

Click here to read more about the positive impact the ReSound Alera™ has had on GN Re-Sound's third quarter financial results.

GN Otometrics at EUHA 2011
Covering a full 80 square meters, GN Otometrics' stand at this year's EUHA was the com-pany's largest ever. The AURICAL fitting solution was the center of attention. AURICAL is GN Otometrics' state-of-the-art equipment for measuring hearing and for fitting hearing aids. The focus was the full AURICAL modular system, which offers a flexibility that allows dis-pensers to buy one module at a time as they develop their business.

In addition to launching new products, GN Otometrics presented its new Knowledge Center, a training facility designed to help the company's customers optimize the use of its products and new technologies. GN Otometrics has appointed a product trainer for the German mar-ket, who at the EUHA stand demonstrated the new AURICAL system and the various fitting procedures.

The Knowledge Center at the GN Otometrics Web site also features links to articles, white book reports and training videos. Go to www.otometrics.com

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When launching their latest headset product in September, the people at Jabra had one overriding objective; to provide the perfect companion for the constant business traveler. The result was the Jabra SUPREME.

This new 18 gram mono headset excels in sound performance and comfort and with the handy design it folds up and fits easily into a pocket. The active noise cancellation technology is what creates such an unprecedented sound experience. It works by actively reducing background noise to enhance the listening experience during a call. Wind noise reduction technology also makes calling in windy weather conditions smooth and hassle-free.

In developing the product, GN’s engineers kept in mind how demanding the job of the out-and-about business person is. For people who spend most of the day on the move solutions have to be carefully thought out. The product had to consider the need to make or take phone calls in noisy and busy environments, comfort for an all-day perfect fit and long battery time.

All of this does not mean that there have been any compromises on the look and feel of the product. Jabra SUPREME unites design and usability with its patented Flip-Boom arm. Simply unfold the arm to switch ON and fold to switch OFF. Jabra SUPREME also delivers custom comfort for your ears, by letting you adjust the headset to achieve the best fit and its on-the-ear shape sits securely in place – ensuring maximum comfort for all day use.

The product was released on September 15 and has so far had excellent ratings. Headlines like “Hooking up the Jabra SUPREME was probably the easiest thing I’ve ever had to do” and “If You Can’t Follow the Conversation on a Jabra Supreme, You Might Want to Get Your Hearing Checked” have been setting the standard in the reviews.

The product is truly a top player in the high-end Bluetooth® headset range and will be challenging the existing products on the market; there can be no doubt that Jabra Supreme has just raised the bar.

See the Jabra SUPREME here

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In 2008, networking cooperation between audiologists in the educational sector and at GN ReSound led to a project that would change the lives of Guatemalan underprivileged children with hearing difficulties.

It marked the beginning of a new partnership when Professor Sandra Clark-Lewis of the Department of Communication Disorders at Auburn University in Alabama, US, as part of a new strategic direction at the university to increase student involvement in civic engagement, started searching for ‘the right’ civic engagement project. It had to be a project where the Audiology faculty and students could use their clinical skills in another country to help those in need.

Through a friend Sandra was introduced to Patricia Arzu, the former first lady of Guatemala. Patricia, whose husband is now the Mayor of Guatemala City, has established eight schools to help street children and children of the poor. Patricia contacted Auburn University inviting the audiology students to come to Guatemala City to test ‘her children’. In her letter she explained that the children had a great need for help but that their resources were very limited.

Sandra explains: “We were thrilled to get the invitation, because we didn’t have to convince people that the service was needed and wouldn’t need to find a place to do the screening. We were wanted and we were apparently needed. But as I carried this to the next step I wondered what good we could actually do in the long run. What was the good of identifying children with hearing loss if nothing could be done to help them.”

Martha Miller an Auburn audiology graduate who had maintained close ties with Auburn’s Audiology program was now working as an audiologist with GN ReSound. Through Martha, Sandra submitted a proposal asking if GN ReSound would consider donating 12 hearing aids to the project so that when hearing impaired children were identified, the Auburn audiologists would have something to offer children with an identified hearing impairment.

“When writing this outreach grant proposal, I felt sceptical about the outcome. Although GN ReSound had donated hearing aids to worthy causes in the past, this request came in February of 2008 in the depths of the economic meltdown. It was very doubtful whether the request would be met,” Sandra explains.

But Martha had agreed to ask the Vice President for Marketing at GN and soon she called back to report that GN ReSound had pledged the donation of 40 new hearing aids with a ‘street value’ of $100,000. “Now we could actually do some good in Guatemala and not merely identify needs,” Sandra continues.

It has now been almost four years since the partnership with the Municipality of Guatemala City started the work to develop a hearing screening program to serve impoverished children who the Municipality has identified as being at risk of becoming ‘children of the streets’. During the initial visit to Guatemala, school personnel, in partnership with faculty and doctoral students from Auburn University, developed a hearing screening program. During the past four years this program has been successfully implemented by school personnel using a portable audiometer obtained through the funding of an equipment grant.

During three visits to Guatemala, the Audiology faculty of Auburn University and doctoral students have provided follow up audiological evaluations on all children failing the hearing screenings. Medical referral was made when indicated and donated hearing aids were provided to children identified with educationally significant hearing loss.

“During a visit in Guatemala in May 2010, we were asked to provide hearing aids for 10 very young children, only 3-4 years old, who were profoundly deaf. Again, I asked Dr. Martha Miller to provide the hearing aids from GN ReSound. The proposal was taken to the executives of GN ReSound and they agreed to provide 20 Sparx hearing aids for these children. Dr. Miller travelled to Guatemala with me in November 2010 to deliver the hearing aids for the children,” says Sandra.

“This reflects the sort of social conscience that is characteristic of all great business organizations. Our program to assist some of the poorest children in Guatemala would simply not have been possible without GN Resound’s generosity. Auburn University and our doctoral audiology students are deeply thankful to GN ReSound for supporting these children,” Sandra concludes.

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