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Advice You - Customer Service--Customer Satisifaction vs. DELIGHTED Customer
This may seem somewhat simplistic, but I think we need to clearly define what we mean by customer satisfaction.
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
Customer satisfaction is meeting…..or exceeding the expectations of the customer.
We often think of c
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ustomer satisfaction as a rather linear process….the more effort we put into it the more satisfied a customer i
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
s. That just isn’t so.
Let’s break customer expectations up into two categories:
Let’s break customer expectations up into two categories:
- Expected--Thi
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ngs the customer expects
Unexpected--Things the customer doesn’t even know exist, but would be exci
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ted to find them unexpectedly delivered.
If a customer expects something, he is very unhappy when he does
If a customer expects something, he is very unhappy when he does
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
n’t get it, and becomes comfortable or just satisfied when he finally gets it. In other words, in this case “sa
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
tisfied” is sort of “the customer is OK with it.” That is almost a non event.
The only way from here is down i
The only way from here is down i
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
f you don’t deliver it, and getting better and better, until you fully meet the customer’s expectations….which
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
is “middle of the road,” “average.”
People expect their expectations to be delivered, therefore you are averag
People expect their expectations to be delivered, therefore you are averag
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e, you are OK, just so-so, when you achieve their expectations.
Now let’s look at the unexpected. When a custo
Now let’s look at the unexpected. When a custo
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
mer doesn’t get something he’s not expecting, since he doesn’t know it’s not supposed to be there he’s still OK
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
with it. However, once you start delivering something totally unexpected you’ll start “delighting” the custome
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
r and that’s when you can outshine your competitors, when you’ll get lots of customers talking about you in a g
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ood way and giving referrals.
To summarize:
To summarize:
- 1)Expected--You always have to deliver the expected, a
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ll of the way. That makes you “acceptable” and OK.
2) Unexpected--But when you can find something the c
2) Unexpected--But when you can find something the c
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ustomer would value and appreciate, but he isn’t expecting it, now you’ll have a “delighted” customer. So try t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
o find that and deliver the unexpected all of the time.
What happens when you deliver the “unexpected.” F
What happens when you deliver the “unexpected.” F
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
or a while you’ll be on the top of his list. As soon as your competitors notice and they start doing it…guess w
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
hat. It’ll become expected.
Keep looking for the unexpected and being ahead of the crowd and your competition.
Keep looking for the unexpected and being ahead of the crowd and your competition.
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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