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Advice You - Three Myths Of Customer Service
At one time or another, all of us have been aggravated by bad customer service. The complaints are familiar: the dry cleaner who refuses to accept responsibility for staining your shirt; the salesperson who talks to a friend on the phone while handling your transaction; the hotel clerk who treats you like a trespasser instead of a guest.
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
The list goes on. And it happens all the time. Poor customer service is so rampant in this country that we’ve come to expect it.
Maybe that explains why most disgruntled customers don’t bother to complain to organizations that don’t give them quality service, they simply take their business elsewhere. They’d rather walk than talk.
Yes,
; 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
I know, you’ve heard this before. Just as you’ve heard about the research revealing that unhappy customers do talk to their friends and family. According to customer satisfaction research studies, the average unhappy customer will tell nine or ten people about the poor service he or she received. In other words, large numbers of dissatis
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ied customers are routinely deserting organizations that displease them and are encouraging their friends to do likewise.
It’s a familiar message. You’ve heard it, your children have heard it, your dog has heard it; for the past few years everybody has heard it. Service excellence! That’s what consumers need!
Companies have certainly he
It’s a familiar message. You’ve heard it, your children have heard it, your dog has heard it; for the past few years everybody has heard it. Service excellence! That’s what consumers need!
Companies have certainly he
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ard it. All sorts of organizations are striving to improve their customer service orientation. Hotels, hospitals, airlines, and online businesses now flood their customers with service quality surveys. Everywhere you look you see customer-contact people with service theme buttons on their lapels. Companies spend millions on training prog
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ams aimed at improving their employees’ service skills. Customer service has been woven into the fabric of so many corporate credos you’d think abrasive employees would be an extinct species by now.
Yet despite all of this, only a handful of organizations have managed to achieve a standard of consistently excellent service. For some rea
Yet despite all of this, only a handful of organizations have managed to achieve a standard of consistently excellent service. For some rea
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
son, it just isn’t as easy as it sounds.
I think the problem is this: A lot of companies operate on the basis of some pervasive myths that make it difficult if not downright impossible, to achieve first-rate customer service.
1. The quality myth
“Pay attention to quality, and customer service will take care of itself.” Many organizati
I think the problem is this: A lot of companies operate on the basis of some pervasive myths that make it difficult if not downright impossible, to achieve first-rate customer service.
1. The quality myth
“Pay attention to quality, and customer service will take care of itself.” Many organizati
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
ons focus a lot of effort on manufacturing quality. Quality gurus like W. Edwards Deming, Philip Crosby, and Genichi Taguchi have helped hundreds of companies use techniques such as statistical processes control to increase the quality of their products dramatically. But these efforts are often thought to be the sole answer to remaining c
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
mpetitive.
Reality: Quality and service are interdependent. It’s impossible to describe quality adequately without considering it from the customer’s point of view. If your product can’t do what your customer wants it to do, it doesn’t matter if your engineering department is proud of its innovative design and your manufacturing departme
Reality: Quality and service are interdependent. It’s impossible to describe quality adequately without considering it from the customer’s point of view. If your product can’t do what your customer wants it to do, it doesn’t matter if your engineering department is proud of its innovative design and your manufacturing departme
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
nt can boost a terrific production record.
Even if you measure product quality from the customer’s point of view, however, that alone does not ensure customer satisfaction. A superbly manufactured product with poor sales and service support will breed aggravated customers. How many products have you vowed never to buy again because of th
Even if you measure product quality from the customer’s point of view, however, that alone does not ensure customer satisfaction. A superbly manufactured product with poor sales and service support will breed aggravated customers. How many products have you vowed never to buy again because of th
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
poor service you associate with them?
Organizations that pursue quality improvements as the answer to all their problems are misguided. It is only part of the answer. Without superior customer service, efforts to improve product quality will be wasted.
2. The complaint myth
“Good customer service is a matter of knowing how to handle c
Organizations that pursue quality improvements as the answer to all their problems are misguided. It is only part of the answer. Without superior customer service, efforts to improve product quality will be wasted.
2. The complaint myth
“Good customer service is a matter of knowing how to handle c
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
omplaints.” “Call 800-111-2222 or contact us at www. customerservice.com if you have any complaints.” “Let us know if you’re unhappy with your room; we’ll change it.” “Please fill out this form. We want to hear from you.”
Companies have poured millions of dollars into making sure their customers have a chance to complain, complain, compl
Companies have poured millions of dollars into making sure their customers have a chance to complain, complain, compl
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
ain. The problem is, many of these companies never make strategic use of the complaints. And more often then not, they fail to provide complainers with satisfactory responses.
Reality: Without resolution, or at least some response, customers’ complaints are just so much hot air. A company that focuses solely on complaint handling may win
Reality: Without resolution, or at least some response, customers’ complaints are just so much hot air. A company that focuses solely on complaint handling may win
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
a few battles, but it will lose the war to keep customers satisfied. And this approach is no solution for the great majority of dissatisfied customers who never complain, but simply walk away.
Superior customer service involves much more than handling complaints. It means striving to provide customers with no reason to complain in the fi
Superior customer service involves much more than handling complaints. It means striving to provide customers with no reason to complain in the fi
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
rst place. Strategies aimed at consistently meeting and exceeding customer expectations are a must for achieving service excellence.
None of this suggests that you can forget about complaint handling, but it must be an integral part of a broader service strategy. Well-managed companies see customer complaints as a way to learn: What les
None of this suggests that you can forget about complaint handling, but it must be an integral part of a broader service strategy. Well-managed companies see customer complaints as a way to learn: What les
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
on can we derive from this complaint that will improve our service in the future? Successful companies also see complaints as opportunities to impress customers by going to any lengths necessary to resolve the situation to the customer’s satisfaction. In other words, successful companies pay attention to complaints, but dedicate most of t
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
heir efforts to preventing whatever caused the complaints in the first place.
3. The quick-fix myth
“Good service is simply good common sense.” Many organizations try to take the easy road to improving service. They believe that by adopting a new service policy, introducing a new training program, or giving stirring pep talks to their e
3. The quick-fix myth
“Good service is simply good common sense.” Many organizations try to take the easy road to improving service. They believe that by adopting a new service policy, introducing a new training program, or giving stirring pep talks to their e
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
mployees, they’ll become known for their excellent service.
Reality: This is the most lethal myth of all. As we’ve seen, it’s not easy to achieve service excellence. There are no shortcuts or quick fixes. Organizations that build their reputations on service do so by observing not just one, but every “reality” there is to providing excel
Reality: This is the most lethal myth of all. As we’ve seen, it’s not easy to achieve service excellence. There are no shortcuts or quick fixes. Organizations that build their reputations on service do so by observing not just one, but every “reality” there is to providing excel
.
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
ent customer service.
Good training without adequate selection is a waste of time and money. Carefully selected and well-trained service employees who are not empowered to look for ways to improve customer service quality are a waste of precious resources. Good service comes only from a well-executed, coherent strategy. All the pieces of
Good training without adequate selection is a waste of time and money. Carefully selected and well-trained service employees who are not empowered to look for ways to improve customer service quality are a waste of precious resources. Good service comes only from a well-executed, coherent strategy. All the pieces of
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
the puzzle need to be in place.
The way we treat customers, listen to their needs and strive to meet their expectations will make the critical difference. We can continue to perpetuate the myths. Or we can face the realities, and take action to change.
Copyright© 2005 by Joe Love and JLM & Associates, Inc. All rights reserved worldwide
The way we treat customers, listen to their needs and strive to meet their expectations will make the critical difference. We can continue to perpetuate the myths. Or we can face the realities, and take action to change.
Copyright© 2005 by Joe Love and JLM & Associates, Inc. All rights reserved worldwide
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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