Main Subject - Business

A customer service failure, simply defined, is customer service performance that fails to meet an individual’s expectations. Typically, when a service failure occurs, a customer will expect to be compensated for the inconvenience in the fo

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

rm of any combination of refunds, credits, discounts or apologies.

The success of such customer service recovery efforts is determined by the individual’s expectations and perceptions of the organization. Two key elements impact any effo

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

Examples of combination products may in

t to restore customer satisfaction: the strength of customer relationships and the severity of service failure.

Service failure: Service performance that fails to meet expectations

The strength of the customer relationship

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

ith the organization prior to a customer service failure has a buffering effect in the event of failure. Research suggests that customers who expect the relationship to continue actually have lower service recovery expectations, and in tur

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

, are more satisfied with customer service performance after recovery.

While this may seem counterintuitive at first glance, consider the expectations of customers with a stronger relationship with the organization. A customer who does no

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

Combination pro

have much commitment to the organization tends to be more transaction-focused and expects immediate service recovery when a particular transaction fails to meet expectations.

Conversely, a customer with strong commitment may demand less

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

mmediate compensations with the expectation that strong future interactions may correct the customer service failure over time. Such findings suggest that service providers not only have measures in place to identify the strength of custo

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

er relationships but also the ability to react to customer service failures.

The severity of the customer service failure moderates the relationship between customer satisfaction and commitment. Even with strong service recovery, researc

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

indicates that customers may still be upset, engage in negative word-of-mouth, and be less likely to develop trust with and commitment to the organization, if the original customer service failure was really bad.

In these cases, managers

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

may need to do more to mend the strength of customer relationships and restore commitment. To identify such cases, service organizations need to track and identify occurrences of customer service failure as well as the severity of each.

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

he data available at the point of any customer service failure, most notably the information provided by the customer at the time of the complaint, should be viewed as critical marketing research data necessary not only for immediate servi

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

Following aspects would a

e recovery but for improvement of future performance.

Remember, a customer service failure is defined as a failure to meet customer expectations and the success of any recovery effort is measured by each individual customer against his/he

dd to the challenges in developing combination products:

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

own expectations. Therefore, managers would be well served to conduct a post-recovery assessment of customer expectations and perceptions of recovery performance against those expectations.

Classic customer service failure: serving

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

cold

The impact of service failure recovery on customer satisfaction can be easily illustrated with a familiar example. Consider the case of a restaurant patron complaining about his meal being served cold. In all likelihood, this

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

is not a severe customer service failure if managed properly.

If the customer’s server fails to offer a sufficient apology and brings back a reheated meal after a 20-minute wait, a first-time customer may be immediately deterred and never

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

return. If this is a long-time customer who has always received excellent service, he may or may not write this failure off, but either way will expect this sub-par service to be countered with excellent service in the future.

While you

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

Professional from academic institutions, pharmaceutical industries, health care indust

ay expect the customer with a long history of having received excellent service to be more demanding in the case of such a failure, in reality the new customer has the higher expectations. His perceptions of the restaurant are impacted by

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

only this one experience where customer service performance failed to meet his expectations. Without a formal apology from a supervisor, a refund, and perhaps a future credit, this new customer may allow this experience to so alter his ex

.

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

ectations of customer service performance at this restaurant as to prevent him from returning.

The long-time customer has his expectations set by a long history of excellent dining experiences and may be easier to satisfy in the immediate

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

Companies that provide selfless information through particip

wake of a customer service failure. In either case, the restaurant manager must immediately begin to turn his focus on ensuring future service delivery levels and enhancing the strength of customer relationships with each of these patrons

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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