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Useful Advices - The Psychology of Angry Customers
Often, what makes difficult customers difficult is the fact that they are intensely emotional. They are upset, angry, irate, or ballistic. It is impossible to address the real issues the customer has experienced until we first address the emotion
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
of anger.
When it comes to dealing with angry customers, there are four things you must be crystal clear on. These four critical ideas make up what I call the Psychology of Anger.
1. Anger precludes rationality
Angry custome
When it comes to dealing with angry customers, there are four things you must be crystal clear on. These four critical ideas make up what I call the Psychology of Anger.
1. Anger precludes rationality
Angry custome
; 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
rs simply cannot rationalize. This is because they are so wrapped up in the emotion of anger that everything you say is filtered through their emotions. Anger is an emotion and emotions are experienced in the right side of the brain. Rationalizin
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
, problem solving, listening, and negotiating are all left-brain activities and your angry customer is stuck in the right side of the brain, and therefore cannot be expected to rationalize with you.
Research has shown that an approach to pr
Research has shown that an approach to pr
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
oblem solving that emphasizes anger diffusion first results in a lesser payout by the company.
Warning:
Do not attempt to problem-solve or even offer a concrete solution – such as a credit or a gift card- to an angry custom
Warning:
Do not attempt to problem-solve or even offer a concrete solution – such as a credit or a gift card- to an angry custom
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
er. Certainly, you don’t want to negotiate with an angry customer. If you do try to problem-solve or negotiate with an emotional customer, you will almost always have to offer more than you would, had you first diffused anger….your first task wit
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
an angry customer is to diffuse anger and create calm. You will be far more successful if you first create calm.
2. Anger must be acknowledged
It’s not productive for you to ignore anger or tip-toe around it. There is
2. Anger must be acknowledged
It’s not productive for you to ignore anger or tip-toe around it. There is
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
something known as the communication chain. When people communicate, they expect the person or persons they are communicating with to respond or react…this response or reaction is a link in the communication chain. A failure to respond to commun
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ication leaves the communication chain unlinked.
For example, If I walk into my office and say... “Hello Sherry, how are you?” ....and she says absolutely nothing, she’s broken the communication chain. And that leaves me feeling awkward, perhaps
For example, If I walk into my office and say... “Hello Sherry, how are you?” ....and she says absolutely nothing, she’s broken the communication chain. And that leaves me feeling awkward, perhaps
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
embarrassed.
If a customer expresses anger and we fail to respond to it, the communication chain is broken and the customer feels like they are not getting through, that you are not listening.
So, the customer may speak louder to make his or he
If a customer expresses anger and we fail to respond to it, the communication chain is broken and the customer feels like they are not getting through, that you are not listening.
So, the customer may speak louder to make his or he
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
r point. They might become even angrier and more difficult; as they are resorting to whatever it takes to feel heard and understood.
You can keep your angry customers from getting angrier by acknowledging their anger and responding to it. You ca
You can keep your angry customers from getting angrier by acknowledging their anger and responding to it. You ca
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
n respond to anger with a statement like,
“Clearly you’re upset and I want you to know that getting to the bottom of this is just as important to me as it is to you.”
This statement directly and professionally addresses anger – witho
“Clearly you’re upset and I want you to know that getting to the bottom of this is just as important to me as it is to you.”
This statement directly and professionally addresses anger – witho
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
t- making the customer even angrier. Now that the anger has been acknowledged, you have completed the communication chain.
3. The issue is not the issue.
In conflict situations, the issue at hand is not usually the real issue.
3. The issue is not the issue.
In conflict situations, the issue at hand is not usually the real issue.
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
The way the issue is handled becomes the real issue. What really matters to customers is not the $2 overcharge or the fact their order for cranberry red paint is actually holly berry red. What does matter is how the company responds and resolves
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
the issue. That becomes the real issue.
Always work hard to offer a solution that demonstrates a sense of urgency, is laced with empathy, includes a sincere apology, and clearly conveys that the getting to the bottom of the problem is as importa
Always work hard to offer a solution that demonstrates a sense of urgency, is laced with empathy, includes a sincere apology, and clearly conveys that the getting to the bottom of the problem is as importa
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
t to you as it is to the customer. When you do this, not only will you solve the problem the customer experienced, but you will create calm and regain customer goodwill.
4. Ventilation is crucial.
An Angry customer can be compar
4. Ventilation is crucial.
An Angry customer can be compar
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
ed to an erupting volcano. When a volcano is erupting, there is nothing you can do about it. You can’t speed up the eruption, you can’t put a lid on it, and you cannot direct or redirect it…it must erupt. When a customer is angry, they must expe
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
rience and express their anger…through venting. We should not interrupt them or tell them to calm down. This would be as futile as trying to tame a volcano. A volcano erupts and eventually subsides. Your angry customer will vent and eventually ca
.
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
m down.
Always let anger customers vent. In most cases, your customer will only need to vent for fifteen to thirty-five seconds.
Now that you know that anger precludes rationality and that anger has to be responded to, make sure you don’t ignor
Always let anger customers vent. In most cases, your customer will only need to vent for fifteen to thirty-five seconds.
Now that you know that anger precludes rationality and that anger has to be responded to, make sure you don’t ignor
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
e the customer’s expression of anger and that you always work to diffuse anger and create calm before beginning the problem resolution process.
When you do this, you’ll quickly find yourself responding to anger with much more ease and confidence
When you do this, you’ll quickly find yourself responding to anger with much more ease and confidence
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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