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Main Subject - SSTOP! 5 Steps to Approach Complaining Customers
Let’s say a customer comes to you with a complaint.
Maybe in person, via email or over the phone.
What’s the best approach?
It’s simple: SSTOP!
No, that wasn’t a typo. You read it right: SSTOP. And it represents a five-step process for approaching probl
Maybe in person, via email or over the phone.
What’s the best approach?
It’s simple: SSTOP!
No, that wasn’t a typo. You read it right: SSTOP. And it represents a five-step process for approaching probl
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
ems, diffusing anger, changing minds and winning the customer back. Let’s take a look.
S is for SURPRISE. Psychologically, if you respond to a problem, complaint or accusation with surprise, three things happen. First, you begin to diffuse anger.
S is for SURPRISE. Psychologically, if you respond to a problem, complaint or accusation with surprise, three things happen. First, you begin to diffuse anger.
; 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
econdly, your reactive response comes off as natural and sincere. Lastly, the customer is more willing to forgive you.
PHRASES THAT PAYSES: “Really?”
Really is one of the most versatile words in the English language. It exudes both concern and curiosity.
PHRASES THAT PAYSES: “Really?”
Really is one of the most versatile words in the English language. It exudes both concern and curiosity.
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
And based on the severity of the problem, changing the inflection of your voice indicates numerous emotions. For example, stop reading right now. Try saying the word really two times: first with a low pitch and second with a high pitch.
Two totally differe
Two totally differe
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
t meanings, right?
CUSTOMER: “Hi, this is Miss Jackson from room 2321. Um, I asked for a non-smoking room, but I think Joe Camel must have stayed here last night.”
YOU: “Really?”
OK. Great job. You’ve immediately displayed concern for the problem. Let’s
CUSTOMER: “Hi, this is Miss Jackson from room 2321. Um, I asked for a non-smoking room, but I think Joe Camel must have stayed here last night.”
YOU: “Really?”
OK. Great job. You’ve immediately displayed concern for the problem. Let’s
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
move on to step two.
S is for SORRY. Customers don’t want apologies, they want solutions. Still, saying you’re sorry never hurts. You still need to take ownership of the problem. And an effective technique for doing so is to combine “Sorry” with i
S is for SORRY. Customers don’t want apologies, they want solutions. Still, saying you’re sorry never hurts. You still need to take ownership of the problem. And an effective technique for doing so is to combine “Sorry” with i
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
s polar opposite: thank you.
PHRASES THAT PAYSES: Sorry + Thank You.
CUSTOMER: “Hi, this is Miss Jackson from room 2321. Um, I asked for a non-smoking room, but I think Joe Camel must have stayed here last night.”
YOU: “Really? I’m sorry about that Miss Ja
PHRASES THAT PAYSES: Sorry + Thank You.
CUSTOMER: “Hi, this is Miss Jackson from room 2321. Um, I asked for a non-smoking room, but I think Joe Camel must have stayed here last night.”
YOU: “Really? I’m sorry about that Miss Ja
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
kson, thanks for telling me.”
Good. You’ve showed surprise. You’ve thanked the customer. Now Miss Jackson is reassured that you’re on top of the problem. Let’s continue on.
T is for THAT’S. Step three is absolutely crucial. This is where you en
Good. You’ve showed surprise. You’ve thanked the customer. Now Miss Jackson is reassured that you’re on top of the problem. Let’s continue on.
T is for THAT’S. Step three is absolutely crucial. This is where you en
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ure the customer that her problem isn’t normal. That it’s an anomaly. And whatever happened to her is inconsistent with the type of service your company traditionally provides.
PHRASES THAT PAYSES: “That’s not normal,” “That’s horrible!” “That’s strange,”
PHRASES THAT PAYSES: “That’s not normal,” “That’s horrible!” “That’s strange,”
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
r, if possible, “In all the years I’ve been working here, that’s never happened!”
CUSTOMER: “Hi, this is Miss Jackson from room 2321. Um, I asked for a non-smoking room, but I think Joe Camel must have stayed here last night.”
YOU: “Really? I’m sorry about
CUSTOMER: “Hi, this is Miss Jackson from room 2321. Um, I asked for a non-smoking room, but I think Joe Camel must have stayed here last night.”
YOU: “Really? I’m sorry about
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
hat Miss Jackson, thanks for telling me. You know, that’s not normal at my hotel.”
Excellent! You’ve showed surprise, thanked her, even taken ownership and reassured Miss Jackson that her problem isn’t the standard of service. Now it’s time to win her bac
Excellent! You’ve showed surprise, thanked her, even taken ownership and reassured Miss Jackson that her problem isn’t the standard of service. Now it’s time to win her bac
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
k.
O is for OFFERING. When I worked at the Ritz-Carlton, every employee was empowered up to $2000. It was pretty amazing. If a guest was so upset that an apology wouldn’t even scratch the surface, we had the power to offer them a free night (or wee
O is for OFFERING. When I worked at the Ritz-Carlton, every employee was empowered up to $2000. It was pretty amazing. If a guest was so upset that an apology wouldn’t even scratch the surface, we had the power to offer them a free night (or wee
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
end!) stay at our hotel. Sometimes the guest would be SO delighted at the offering, they’d actually come out better than if there hadn’t been a problem in the first place! (This is known as the Customer Recovery Paradox.)
PHRAES THAT PAYSES: Combine one of
PHRAES THAT PAYSES: Combine one of
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 following reassurance responders with your offering, “The best way for me to help you right now,” “Here’s what I can do,” (or if you want to have some fun), “You’re in luck!” “Well, I have good news for you!” “Today’s your lucky day!” or “Fortunately I wo
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
k miracles!”
CUSTOMER: “Hi, this is Miss Jackson from room 2321. Um, I asked for a non-smoking room, but I think Joe Camel must have stayed here last night.”
YOU: “Really? I’m sorry about that Miss Jackson, thanks for telling me. You know, that’s not norma
CUSTOMER: “Hi, this is Miss Jackson from room 2321. Um, I asked for a non-smoking room, but I think Joe Camel must have stayed here last night.”
YOU: “Really? I’m sorry about that Miss Jackson, thanks for telling me. You know, that’s not norma
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
at my hotel. Fortunately, I work miracles!”
Perfect. You’re almost done SSTOPing this problem!
P is for PROMISE. The three most beautiful words of Approachable Service are PERSONALLY and RIGHT AWAY. Not someone else. Not your boss. YOU. And n
Perfect. You’re almost done SSTOPing this problem!
P is for PROMISE. The three most beautiful words of Approachable Service are PERSONALLY and RIGHT AWAY. Not someone else. Not your boss. YOU. And n
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
t “as soon as I can.” Not “as soon as possible.” RIGHT AWAY. As in, I promise to take care of this problem now.
CUSTOMER: “Hi, this is Miss Jackson from room 2321. Um, I asked for a non-smoking room, but I think Joe Camel must have stayed here last night.
CUSTOMER: “Hi, this is Miss Jackson from room 2321. Um, I asked for a non-smoking room, but I think Joe Camel must have stayed here last night.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
YOU: “Really? I’m sorry about that Miss Jackson, thanks for telling me. You know, that’s not normal at my hotel. Fortunately, I work miracles! And I will personally get you a new room right away.”
CUSTOMER: “Wow! Thanks for taking care of this problem
.
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
uickly. That’s why I love this hotel. In fact, I am going to recommend that you be promoted to General Manager.”
Wow, GM? Look at you! Well done.
OK. Let’s do a quick review of SSTOP:
SURPRISE – respond as if the problem is news to you. SORY – apolog
Wow, GM? Look at you! Well done.
OK. Let’s do a quick review of SSTOP:
SURPRISE – respond as if the problem is news to you. SORY – apolog
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
PLUS thank you.
THAT'S – inconsistent with your service.
OFFERING – to win them back.
PROMISE – to do it personally and right away.
Next time you need to approach a disappointed customer, remember these five steps, and you’ll be sure to SSTOP the problem
Next time you need to approach a disappointed customer, remember these five steps, and you’ll be sure to SSTOP the problem
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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