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Useful Advices - Handling Challenging Situations with a Customer-Focused Mindset
Most Customer Service Professionals deal with many challenging customer situations. These situations may include:
• A customer who is upset about the quality or delivery of our product/service.
• A product return or a cancellation of services.
• Incorrect information given to t
• A customer who is upset about the quality or delivery of our product/service.
• A product return or a cancellation of services.
• Incorrect information given to t
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
he customer.
• A customer who is negative toward your company due to past experiences.
• Confrontational issues and conflict.
• Angry customers.
• Explaining a company policy or procedure.
• Fielding a request to escalate a call to management.
The ultimate goal in these chall
• A customer who is negative toward your company due to past experiences.
• Confrontational issues and conflict.
• Angry customers.
• Explaining a company policy or procedure.
• Fielding a request to escalate a call to management.
The ultimate goal in these chall
; 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
nging situations is to provide a win-win solution. We want our customer to leave the interaction feeling listened to, well taken care of, and valued. A customer-focused mindset will have a tremendous impact on accomplishing these goals. Along with customer focus, an invaluable t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ool for dealing with challenging situations is the Five-Step Process.
The Five-Step Process
Have you ever been an upset customer, calling your product or service provider with a serious problem? If you receive a satisfactory resolution AND you feel listened to, well taken care o
The Five-Step Process
Have you ever been an upset customer, calling your product or service provider with a serious problem? If you receive a satisfactory resolution AND you feel listened to, well taken care o
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
, and valued during your interaction, aren’t you likely to consider doing business with this company again? The Five-Step Process will help us to provide our customers with this positive experience. Aside from reaching a win-win solution, the goal of the Five-Step Process is to l
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ave our customers feeling listened to, well taken care of, and valued. Let’s examine the specific steps of the Five-Step Process.
Step 1 – Strategize
How do you develop a strategy?
• Develop your goal for the interaction. What do you want as the end result? (i.e., save the cus
Step 1 – Strategize
How do you develop a strategy?
• Develop your goal for the interaction. What do you want as the end result? (i.e., save the cus
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
tomer, resolve an issue, etc…)
• Identify your parameters: what can you do or provide the customer independently or with your supervisor’s approval? What CAN’T you do because of policy or business reasons?
• Prepare by identifying common problems and win-win solutions.
Your str
• Identify your parameters: what can you do or provide the customer independently or with your supervisor’s approval? What CAN’T you do because of policy or business reasons?
• Prepare by identifying common problems and win-win solutions.
Your str
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
tegy should be to arrive at a solution that will be a win for both your company and the customer. If you are successful, you will retain the customer, exceed the customer’s expectations, and provide a very positive customer experience so that he/she will want to continue doing bus
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
iness with your company.
Step 2 – Acknowledge
The acknowledgement is essential to communicating in challenging situations. Use phrases like, “I understand how you feel”, “I see”, “I apologize”, “I am sorry”, “I can see how you might feel that way” so that customers feel that the
Step 2 – Acknowledge
The acknowledgement is essential to communicating in challenging situations. Use phrases like, “I understand how you feel”, “I see”, “I apologize”, “I am sorry”, “I can see how you might feel that way” so that customers feel that the
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
have been heard and that we respect them. It clears the way for us to move forward by helping diffuse the emotion and placing us on the side of the customer.
Step 3 – Clarify
Sometimes we mistakenly proceed to resolve a problem based on what we THINK the customer was saying. T
Step 3 – Clarify
Sometimes we mistakenly proceed to resolve a problem based on what we THINK the customer was saying. T
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
is third step of the process allows us to clarify and draw out information to make sure that we understand the customer’s true concern. Examples of clarifying might include:
• “What I hear you saying is……is that right?”
• “Can you tell me more about…..?”
• “How may I help you….
• “What I hear you saying is……is that right?”
• “Can you tell me more about…..?”
• “How may I help you….
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
?”
• “What were you hoping would happen…?”
Clarifying leads us to the appropriate solution in a more efficient manner.
Step 4 – Present Resolution
The fourth step is to present a resolution. Presenting a resolution is not a challenge if we’ve done the first three steps properl
• “What were you hoping would happen…?”
Clarifying leads us to the appropriate solution in a more efficient manner.
Step 4 – Present Resolution
The fourth step is to present a resolution. Presenting a resolution is not a challenge if we’ve done the first three steps properl
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
. As we present the resolution, we want to state specifically what we are going to do for the customer. We may also offer alternatives. Note: As we discussed in Step 1: Strategize, it is critical to understand your parameters – what you CAN do for the customer and what you CAN’T
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
do.
Step 5 – Checkback
The checkback is our opportunity to make sure that the customer is satisfied and feels good about the resolution.
Examples of checkbacks include:
• “How does that sound?”
• “What do you think about x?”
• “Are you with me?”
• “Does that make sense?”
•
Step 5 – Checkback
The checkback is our opportunity to make sure that the customer is satisfied and feels good about the resolution.
Examples of checkbacks include:
• “How does that sound?”
• “What do you think about x?”
• “Are you with me?”
• “Does that make sense?”
•
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
“Will that meet your needs?”
• “Would that be satisfactory?”
Applying the Five-Step Process
The following example illustrates a customer-focused approach, using the Five-Step Process.
Step 1: Strategize: Our strategy is to retain the customer whenever possible. We want to prov
• “Would that be satisfactory?”
Applying the Five-Step Process
The following example illustrates a customer-focused approach, using the Five-Step Process.
Step 1: Strategize: Our strategy is to retain the customer whenever possible. We want to prov
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
de the customer with a positive experience while balancing both the business and customer needs. We don’t want to simply accept return merchandise since we know we will lose the customer.
A customer calls to complain about the quality of the product he received.
Step 2: Acknowle
Step 2: Acknowle
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
dge: “I apologize that the product was not of the quality that you expected. I understand your frustration. I can help.”
Step 3: Clarify: “In order for us to improve on the quality – and for me to better serve you, may I ask what specific areas were of poor quality?”
Step 4:
Step 3: Clarify: “In order for us to improve on the quality – and for me to better serve you, may I ask what specific areas were of poor quality?”
Step 4:
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
resent Resolution: “We would be happy to exchange the product for a similar product of higher quality.”
Step 5: Checkback: “Would that be satisfactory?”
Depending on the customer’s responses, we may actually have to go through the Five-Step Process many times during one custome
Step 5: Checkback: “Would that be satisfactory?”
Depending on the customer’s responses, we may actually have to go through the Five-Step Process many times during one custome
.
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
r interaction. The Five-Step Process will help you to avoid becoming argumentative by lessening the conflict and opening dialogue with the customer. It will assist you in providing a more positive customer experience.
Terence R. Traut is the president of Entelechy, Inc., a compa
Terence R. Traut is the president of Entelechy, Inc., a compa
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
y that helps organizations unlock the potential of their people through customized training programs in the areas of sales, management, customer service, and training. Terence can be reached at 603-424-1237 or ttraut@unlockit.com. Check out Entelechy's website at www.unlockit.com
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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