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Useful Advices - Customer Service Speaker Suggests Introducing Merit-Pay To Achieve Customer Satisfaction
There have been, perhaps, six critical conversations I’ve had that have shaped my professional consulting career. One of them was with an operations manager at a division of Federal Express.
I had
I had
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
just completed a successful, nationwide training program for the field sales force, so my credibility and confidence were soaring. Then, I heard a simple, but challenging question.
“We know how to
“We know how to
; 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
easure sales productivity,” he said. “But is there something you can develop that will measure customer service productivity?”
Reflexively, I thought, “Why bother? Even if we can do it, reps will h
Reflexively, I thought, “Why bother? Even if we can do it, reps will h
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
te it.”
But I held my tongue, sensing that this was a rare opportunity to revisit some of my assumptions.
My gut reaction was informed by years of doing seminars across the country in which I brou
My gut reaction was informed by years of doing seminars across the country in which I brou
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ht together sales and service people into the same sessions. Evaluations told me that they felt they were adversaries with mutually exclusive value systems.
Sales types tend to see themselves as sw
Sales types tend to see themselves as sw
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
shbucklers, rogues, high-wire types, who crave adventure and embrace risks. They thrive on contingent pay, on the prospect of receiving hefty commissions and bonuses when they make big sales.
Servi
Servi
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
ce folks tend to be more risk averse. Often, they have a clerical mentality, which commends accuracy while penalizing mistakes. I sensed, to my core, that if we suggested to them that their pay shou
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
d be even partly variable, based on achievement, they’d rebel.
This was more than supposition on my part. I had introduced cross-selling programs for years into service departments, experience that
This was more than supposition on my part. I had introduced cross-selling programs for years into service departments, experience that
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
informed my best-selling book, Selling Skills For The Non-Salesperson. I found I could design a great sales program for service people, yet many would balk, even after they had achieved success and
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
inancial rewards through it.
They explained to me, in a very straightforward way, that they simply didn’t want to be salespeople, and that was that. Noting resistance from the rank and file, senior
They explained to me, in a very straightforward way, that they simply didn’t want to be salespeople, and that was that. Noting resistance from the rank and file, senior
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
management, in those days, refused to push for implementation, despite the fact that big profits were being left on the table.
What, if anything, has changed since I was asked this question?
Four
What, if anything, has changed since I was asked this question?
Four
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
crucial things:
(1) We know much more about measuring customer service achievement.
(2) Job enlargement, downsizing, CRM, and the rise of professionalism in companies have all contributed to an ex
(1) We know much more about measuring customer service achievement.
(2) Job enlargement, downsizing, CRM, and the rise of professionalism in companies have all contributed to an ex
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
ectation of broadened CSR responsibilities and heightened performance.
(3) Global competition, especially from knowledge workers in countries such as India, China, and elsewhere, is beginning to ex
(3) Global competition, especially from knowledge workers in countries such as India, China, and elsewhere, is beginning to ex
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
rt pressure on domestic workers to find ways to increase their contributions, if only to keep jobs onshore.
(4) Management is more cost and profit conscious than ever before.
Customer Service Achi
(4) Management is more cost and profit conscious than ever before.
Customer Service Achi
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
vement
If there have been three unwritten commandments in the past for being a capable CSR they have boiled down to: (1) Sound nice; (2) Defuse angry customers; and (3) Don’t make mistakes entering
If there have been three unwritten commandments in the past for being a capable CSR they have boiled down to: (1) Sound nice; (2) Defuse angry customers; and (3) Don’t make mistakes entering
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
or retrieving data or reciting company policies.
Now, associates are being discouraged from focusing primarily on themselves, on customer service, or the motions they go through as they work. They’
Now, associates are being discouraged from focusing primarily on themselves, on customer service, or the motions they go through as they work. They’
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
re being required to focus on outcomes: on customer satisfaction and on customer loyalty.
They’re being shown, through new training and unobtrusive, real-time performance measures, how to evaluate
They’re being shown, through new training and unobtrusive, real-time performance measures, how to evaluate
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
he impacts they’re having on transactional satisfaction and a customer’s decision to buy again from their organizations.
To borrow a phrase from Peter F. Drucker, suddenly the customer handling pro
To borrow a phrase from Peter F. Drucker, suddenly the customer handling pro
.
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
ess is being managed for results.
If we can objectively monitor, measure, manage, and systematically replicate customer results, there’s no reason to deny better pay to the people that can produce
If we can objectively monitor, measure, manage, and systematically replicate customer results, there’s no reason to deny better pay to the people that can produce
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
hem.
Future articles will explore some of the other crucial changes that have occurred, as well as discuss the pragmatics of introducing a pay-for-performance plan into the customer service context
Future articles will explore some of the other crucial changes that have occurred, as well as discuss the pragmatics of introducing a pay-for-performance plan into the customer service context
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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