Useful Advices - Business

What word pops into your mind about a recent customer service experience? Was it good, or was it bad? Customer service in this country seems to be headed in the same direction as the Titanic. Why? One reason is mos

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

t Americans feel customer service jobs are beneath them and of little importance. Secondly, many organizations have eliminated the human element, replacing it with a lower-cost, impersonal conglomeration of voice ma

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

Examples of combination products may in

il, email, and online request forms. For many shortsighted service companies, it is about cutting costs, cutting corners, and driving up profits.

The Ritz-Carlton hotels makes customer service an art form. Unlike ot

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

her places, they know If you treat your customers well and make a special effort to please them—guess what? They come back, tell their friends, and maintain a long lasting relationship of loyalty.

My wife and I rece

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

ntly stayed at the Reynolds Plantation Ritz-Carlton at Lake Oconee, Georgia. Upon checking in, we dropped off our bags and took a seat in the lobby to enjoy the view of the lake. A few minutes later a service person

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

Combination pro

named Susan introduced herself, beginning a friendly conversation. She asked us why we were staying at the hotel. I said, "We are here for our wedding anniversary." With a very big smile she told us, "Congratulatio

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

ns. Let me go get you some champaign." Wow! This was the first of two episodes at this hotel that would capture my loyalty as a guest of Ritz-Carlton.

Later that evening a knock at the door caught us by surprise. G

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

reeting us again was Susan. This time she surprised us with a luscious piece of cake carefully presented on a plate. In icing was this inscription, "Happy Anniversary." Wow!

It was not a stroke of luck we stumbled

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

across Susan. She, as well as other Ritz Carlton employees, are carefully selected and thoroughly trained on how to identify guest’s unspoken requests. They follow a process called the "Three Steps of Service."

St

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

ep 1 - Warm welcome

Step 2 – Anticipation and compliance

Step 3 – Fond farewell

It is during Step 2 where staff members seek out and discover guest’s needs or wishes. Then they present it in a way to create a "mo

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

ent of truth." In our case, it was the champaign and the anniversary cake.

Now, let me make an important point to the critics. I know many of you are saying, "I expect to be treated well at fine hotels—it is what I

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

Following aspects would a

pay for." Let’s consider this. The same principles and standards of behavior demonstrated at the Ritz-Carlton can also be applied at your local car dealership, bank, or any business, can’t they?

A Gallup survey fou

dd to the challenges in developing combination products:

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

nd over a one month period a customer "emotionally connected" to the organization spent 46% more money than a customer that was satisfied, but not emotionally bonded with the company.

Just imagine going to your car

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

repair shop with your car. Within sixty minutes they fix it right the first time, and deliver it to your door cleaner than when you dropped it off. How many people would you tell about it? Surely, the proprietor of

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

the car repair shop would see exponential growth. The additional profits and the revenue would outweigh the added time and expense spent exceeding customers expectations.

In today's competitive economy, all busine

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

ses have to make a choice, to either become exceptional, or just remain the same--average. It goes without saying; it is easier and less expensive to be average. However, examples abound of both large and small busi

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

Professional from academic institutions, pharmaceutical industries, health care indust

nesses exterminated by the competition because they refused or were unable to change.

To help keep your service businesses competitive, consider the following four steps of exceptional service.

Step 1 - Select the

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

right people. Successful businesses realize the front-line customer service person is critical to the success of the business. So they spend more time recruiting and hiring the right people.

Step 2 - Set performanc

.

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

e standards. Design and develop how employees are supposed to act and respond to customer needs and requests.

Step 3 - Sustain on-going training and reinforcement. Good customer service skills do not come naturally.

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

Companies that provide selfless information through particip

Successful businesses reinforce and train their staff continuously.

Step 4 - Specify consequences for behaviors. You must hold people accountable. Reward those who exceed the standards and develop those who do not

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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Branding alone isn’t enough these days, people want experiences, they want magic moments and memories to enrich their lives with. To create these experiential moments requires you to identify and appreciate what creates the magic for your consumer and enhance it at every 'touchpoint.'

More and more employers are monitoring their employees' use of e-mails and internet surfing. The primary objectives are to prevent leaks of confidential information and block viruses and hackers. Inevitably, monitoring also turns up personal information. The common sense career advice is to never post anything on the company's computers that the sender or receiver wouldn't want to see on the bulletin boards in the workplace.

Do you want to turn your business into an innovation machine where process improvements, problem-solving and bold new product ideas become the norm? Create the business context structure and focus on the long-term leadership commitment and communication activities required to execute them.

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Useful Advices - Customer Service is Not a Four-Letter Word

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