Cases - Business

Other than the current buzz words, customer service has changed very little since commerce first began. If you want a customer to buy from you again, and to recommend your product or service to others, complaints or problems must be handled properly.

"A

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

satisfied customer will tell five people about their experience, a dissatisified customer will tell twenty-five!"

Customer Service on the Internet

The Internet is an impersonal place to shop. Because of this, the online customer feels little loyalty t

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

you or your company. Many online shoppers won't restrain their anger and upset either. They feel safe behind their anonymous email address. Therefore, in responding to a complaint, you must quickly establish rapport with your customer. To do this, your

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

hone skills and email etiquette must be exceptional. You won't likely get a second chance to make the right impression.

Here are some tips to put you on the right track:

1. Don't give stock responses when customers are not asking stock questions! Take

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

are to answer every question or concern that a customer poses in an email. There's nothing worse than getting back an email from a business owner or their customer service representative that doesn't address the concerns you stated in your email, gives c

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

nned responses to what you asked, or makes you feel like a nuisance...or a dummy!

2. End the call or email on a high note for the customer. They'll remember your last words best. In other words, don't end the conversation by saying, "And I'm really sorr

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

y you didn't receive your widget when promised." Say, "Martha, your widget is on my desk right now. I'll be packaging it right after this call and I will take it to the post office myself." Now stop talking! Don't be tempted to apologize again and remind

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

them of the problem. Leave customers with the good taste of a resolution in their mouths.

3. In emails, use "exaggerated courtesy." Since the person can't see your expression or hear your tone of voice, your words must do everything for you. Read emails

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

at least three times before hitting the send button.

4. Remove or reword phrases in your email that could be considered rude, such as, "As I said on the phone,...." (Ouch, that's a reprimand! We expect the sentence to end like this, "As I said on the ph

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

ne, Stupid!")

5. Consider outsourcing your customer service. I was a customer service professional for fifteen years in the high-tech industry. As a hiring manager I looked for two customer service "virtues" in candidates: patience beyond measure and a

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

enuine liking for people. If you do your own customer service for your small business, you need to determine if you have those qualities. If not, you might want to outsource your customer service to someone who does!

6. Ask customers what they want! Oft

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

en their request will be more reasonable than whatever it was you were going to do to make it right. And it will be the solution they want, not the solution you think they want!

7. Acknowledge their pain and make it right! In my experience, customers ra

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ely demand something more than what they originally expected. So don't start offering all kinds of freebies to try and make them feel better. What they really want is for you to acknowledge their pain and make it right. Making it right usually means gett

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

ng what they expected in the first place. And it doesn't have to be accompanied by a free gift. Don't substitute "bribing" the customer for genuinely caring about their pain. You can't buy their loyalty, but you can earn it.

8. Avoid over compensating f

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

r your company's mistake. Gushing with apologetic words and offering them the sky because of a small shipping error can leave your customer doubting your professionalism. And if you've given them the sky for such a small mistake, what the heck will you d

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

when you really mess up?

9. If possible, give customers a choice as to the solution to their problem. They'll view their experience with less pain that way. If they couldn't download your ebook because of some technical difficulty, they might want a fu

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ll refund, they might want the chance to download the ebook again, or they might prefer that you email them the ebook.

10. If you do it carefully, you can use some customer service situations to upsell customers. "Martha, did you notice on our Web site

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

hat you can get a second widget at half price? If I ship them today, both widgets will arrive in plenty of time for Christmas. Gift-wrapping is included, by the way." Now stop talking and let Martha sell herself on your offer. This is not the time for a

.

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

ard sales pitch!

How does good customer service increase your revenue? Every customer service encounter gives you another chance to:

- improve customer loyalty
- correct problems in your buying cycle
- upsell customers.

By retaining customer

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

loyalty you now have the chance to sell this customer something else, and you can rest assured they'll say positive things about your company. Remember, a satisfied customer will tell five people, but a dissatisified customer will tell twenty-five people

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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