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E-Folder - When Service Goes Wrong, Bounce Back!
We all try to do things right. No business sets out to do wrong when servicing customers. But life is full of unexpected moments and, inevitably, mistakes do happen.
While many people in business focus on doing things right the first time, very few seem to take a powerful interest in setting things right w
While many people in business focus on doing things right the first time, very few seem to take a powerful interest in setting things right w
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
hen things do go wrong. In those moments, a passion for ‘zero defects’ often gives way to ‘Let’s get this mess cleaned up fast and pretend it never happened.’
Because of this attitude, businesses miss an important opportunity to build customer loyalty and valuable goodwill. It is exactly when things go wro
Because of this attitude, businesses miss an important opportunity to build customer loyalty and valuable goodwill. It is exactly when things go wro
; 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
ng that customers are most sensitive about how they are treated, most likely to share their experiences with friends and colleagues and most likely to make lasting decisions about whether to bring their future business back to that company, or to its rival.
We all know mistakes will happen. What we do not
We all know mistakes will happen. What we do not
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
know is how we will be treated when we go back to get the mistake corrected. ‘Will they treat me as if it’s my fault?’ ‘Will they argue with me?’ ‘Will they make it difficult for me to prove my purchase, fill out papers or otherwise file my complaint?’
In these unpleasant moments, customers’ sensitivities
In these unpleasant moments, customers’ sensitivities
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
re heightened. If they were casual shoppers before, they become discerning now. If they were discerning shoppers before, they become hypersensitive when things go awry.
You can make that sensitivity work in your favor. When service errors are quickly and professionally handled, customer loyalty can actuall
You can make that sensitivity work in your favor. When service errors are quickly and professionally handled, customer loyalty can actuall
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
y ‘bounce back’ to greater heights than if the problem never happened. That’s why service recovery situations can be described as ‘opportunities you wish you never had’.
Consider this example:
You buy a pair of expensive shoes at a small boutique and pay cash. You go home and eventually throw away the rec
Consider this example:
You buy a pair of expensive shoes at a small boutique and pay cash. You go home and eventually throw away the rec
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
eipt. Two weeks later as you’re walking down the street, the heel pops off and falls beyond reach into the drain below. You decide to return your new shoes to the boutique and ask for a replacement. But of course you’re a bit nervous since you’ve thrown away your receipt.
Now imagine the sales clerk welcom
Now imagine the sales clerk welcom
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
ng you with a smile and right away setting you at ease about not having kept your receipt. She promptly gives you a new pair of shoes and then adds in a free pair of matching socks to thank you for coming back, and to apologize for the inconvenience you experienced.
Would you return to that boutique in the
Would you return to that boutique in the
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
future? Would you recommend that boutique to your friends? Of course you would. Your loyalty to the boutique has actually gone up because you had a service problem and the recovery was handled very well.
This is the key point: When things go wrong, you have a tremendous opportunity to build more customer
This is the key point: When things go wrong, you have a tremendous opportunity to build more customer
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
loyalty just by quickly and generously setting things right.
To capture the secret advantage hiding inside your next service breakdown, train everyone to understand and use these seven simple steps to gain customer loyalty.
‘Bouncing Back’ with S E R V I C E recovery:
S-ay You’re Sorry.
There’s nothing
To capture the secret advantage hiding inside your next service breakdown, train everyone to understand and use these seven simple steps to gain customer loyalty.
‘Bouncing Back’ with S E R V I C E recovery:
S-ay You’re Sorry.
There’s nothing
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ike a sincere apology, delivered right away, to let people know you really care. There’s no need to grovel or apologize forever. One honest and heartfelt apology will suffice.
E-xpedite Solutions.
The faster you can fix the problem, the better. This is not the time to calculate the cost of repairing the d
E-xpedite Solutions.
The faster you can fix the problem, the better. This is not the time to calculate the cost of repairing the d
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
amage. Do what it takes to set things right. Costs will be forgotten or absorbed over time, but benefits last forever.
R-espond to the Customer.
Remember people are involved, not just products, dates and orders. Take the time to empathize. Be a listening ear. Keep personal contact; use the phone, send a f
R-espond to the Customer.
Remember people are involved, not just products, dates and orders. Take the time to empathize. Be a listening ear. Keep personal contact; use the phone, send a f
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
ax, stay in touch. And when it’s all over, thank them personally with a note, small gift or some other special gesture.
V-ictory to the Customer.
Build higher levels of customer loyalty by giving more than they expect. Refunds, discounts, special assistance, extra services; it doesn’t have to be money. Bu
V-ictory to the Customer.
Build higher levels of customer loyalty by giving more than they expect. Refunds, discounts, special assistance, extra services; it doesn’t have to be money. Bu
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
t whatever it is, do it fast! No loyalty is gained from a refund or gesture that takes months to negotiate, authorize or discuss.
I-mplement Improvements.
Change your processes and improve training to avoid the same problem next time. Institutionalize improvements.
C-ommunicate Results.
Spread the word
I-mplement Improvements.
Change your processes and improve training to avoid the same problem next time. Institutionalize improvements.
C-ommunicate Results.
Spread the word
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
o that everyone can learn from what has happened. Provide full information about consequences and improvements.
E-xtend the Outcome.
Don’t stop working when they stop complaining. Stay in touch until you are sure the customer comes back and their long-term loyalty is assured.
What else can you do to keep
E-xtend the Outcome.
Don’t stop working when they stop complaining. Stay in touch until you are sure the customer comes back and their long-term loyalty is assured.
What else can you do to keep
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
your customers coming back for more?
Make it easy for your customers to complain! Create new ways for customers to let you know what’s wrong.
Here are some ideas to get you started:
• Set up a telephone hotline for immediate response to customer comments and complaints.
• Give counter staff the power t
Make it easy for your customers to complain! Create new ways for customers to let you know what’s wrong.
Here are some ideas to get you started:
• Set up a telephone hotline for immediate response to customer comments and complaints.
• Give counter staff the power 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
o take prompt and significant action for your customers.
• Conduct focus groups with a cross-section of customers to find out what they want you to improve.
• Run surveys to keep track of your customers’ changing expectations. Find out what customers are buying now and what they want in the future.
• Pro
• Conduct focus groups with a cross-section of customers to find out what they want you to improve.
• Run surveys to keep track of your customers’ changing expectations. Find out what customers are buying now and what they want in the future.
• Pro
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ide easy-to-use comment cards at all points of customer contact and insert them in all outgoing mail. Show your appreciation for responses, and reply quickly.
• Become a customer of your best competitors. Eagerly seek out what they do better or differently than you. Then make appropriate improvements in yo
• Become a customer of your best competitors. Eagerly seek out what they do better or differently than you. Then make appropriate improvements in yo
.
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
ur business operation.
Long-term, loyal customers lead to lower costs, repeat orders, frequent referrals and expanding profit margins. Losing one of these precious patrons is much more costly than the revenue from a single sale!
Service recovery does cost money (although a sincere apology costs nothing an
Long-term, loyal customers lead to lower costs, repeat orders, frequent referrals and expanding profit margins. Losing one of these precious patrons is much more costly than the revenue from a single sale!
Service recovery does cost money (although a sincere apology costs nothing an
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
d goes a long way toward appeasing upset customers). But perhaps service recovery shouldn’t be seen as a cost at all!
Bouncing back through generous service recovery is a proven strategy for building repeat business and long-term sustainable profits. It’s not a cost, it’s an intelligent business investment
Bouncing back through generous service recovery is a proven strategy for building repeat business and long-term sustainable profits. It’s not a cost, it’s an intelligent business investment
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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