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Just Other Articles - The Winning Employee-Customer Link
In recent years, many in the academic and popular business press have grabbed hold of a very intuitive realization: positive work attitudes and greater commitment and loyalty among employees all feed directly into greater customer satisfaction and loyalty. Why? There are several impor
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
tant reasons.
First, when top management advocates the importance of focusing on customer needs and wants, it will be the committed loyal employees (as opposed to indifferent or negative employees) who embrace this vision, take up the customer charge, and actually make it happen.
Se
First, when top management advocates the importance of focusing on customer needs and wants, it will be the committed loyal employees (as opposed to indifferent or negative employees) who embrace this vision, take up the customer charge, and actually make it happen.
Se
; 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
cond, person-to-person relationships are at the heart of business, especially in service industries, B-to-B settings, and contexts involving ongoing personal selling and customer service. Turnover in the employee base will disrupt and destabilize these relationships, whereas retaining
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
critical contact employees will work to preserve the relationships.
Next is the notion of organizational knowledge. To truly serve customers, their stated and unstated needs and wants must be understood. More and more, this understanding is at the individual customer level (1-to-1).
Next is the notion of organizational knowledge. To truly serve customers, their stated and unstated needs and wants must be understood. More and more, this understanding is at the individual customer level (1-to-1).
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
But every time employees exit the organization, some of that vital customer understanding is lost too.
So it becomes clear from these dynamics that business success resulting from quality customer experiences and reactions depends on employee commitment and loyalty to the organizati
So it becomes clear from these dynamics that business success resulting from quality customer experiences and reactions depends on employee commitment and loyalty to the organizati
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
on.
One of the factors operating here is that committed loyal employees are known to go "above and beyond the call of duty." If customer delight and customer loyalty hinge on having excellent or even surprisingly over-the-top experiences, doesn't it make sense that employees primaril
One of the factors operating here is that committed loyal employees are known to go "above and beyond the call of duty." If customer delight and customer loyalty hinge on having excellent or even surprisingly over-the-top experiences, doesn't it make sense that employees primaril
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
y bent on going the extra mile will produce this kind of experience?
And, what an incredibly powerful additional rationale for HR managers to build employee commitment and loyalty! Not only will employee commitment and loyalty be good for all the traditional HR reasons (retention, re
And, what an incredibly powerful additional rationale for HR managers to build employee commitment and loyalty! Not only will employee commitment and loyalty be good for all the traditional HR reasons (retention, re
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
duced replacement costs, increased productivity, increased organizational knowledge, etc.), but the more vital ultimate downstream effect is that it will feed and fertilize the vitality and health of the customer base - the direct source of revenue and profit for the company.
All of
All of
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
the previous lines of reasoning are especially relevant for customer-contact employees. They are the face of the company to the customer. A positive, enthusiastically committed, loyal employee will put forth the best personification and representation of the company. If, however, thes
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
e frontline employees are discouraged, de-motivated, feeling trapped, mistreated, angry, or even just indifferent, what kind of ambassadors will they be? Is it really reasonable to assume customers will have the best possible experience and get the best possible service from such unco
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
mitted, disloyal, and disgruntled employees? And, if customers are not served well, customer dissatisfaction, disloyalty, and defection are likely consequences.
An important qualification should be raised here. We are not just advocating simple employee retention. It is well known th
An important qualification should be raised here. We are not just advocating simple employee retention. It is well known th
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
at some employees stay with a company because they have no other viable options, or they feel they owe the company or certain people in the company, or they feel locked in with the proverbial "golden handcuffs." But let's face it: some of those employees, while retained, are organizat
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
ional dead weight. They are warm bodies that have shown up for the last 10 years but are average or minimal performers at best. They are not staying with the company because they want to, they are staying because they feel they have to. There is a huge difference. In fact, employees s
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
ticking around because they have to (technically called continuance commitment), may give lackluster customer service, or even worse, "bad-mouth" the organization to customers.
So, the kind of commitment and loyalty we are talking about here is based on a true desire to stay, an almo
So, the kind of commitment and loyalty we are talking about here is based on a true desire to stay, an almo
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
st feeling-based attachment or bond to the company (technically called affective commitment). When employees stick around as a natural manifestation of that kind of attitude, then it is likely that customers will be served in all the previously described ways that build 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
w" href="http://www.nbrii.com">customer satisfaction and loyalty. It just makes sense. Strong commitment to the organization motivates employees to work hard and to perform and behave in ways that are highly meaningful and helpful to customers. And, the manifestation of these cust
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
omer-enhancing behaviors by loyal employees will be especially strong when an organization has an explicit, internally well-communicated strategic focus on serving customers.
One of the key takeaway implications of these concepts for organizations is the need to simultaneously levera
One of the key takeaway implications of these concepts for organizations is the need to simultaneously levera
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ge the power of employee and customer information. It is time to break down organizational barriers between isolated and disconnected departments, data sources, research efforts, and continuous improvement planning/initiatives that now exist in separated organizational silos. The empl
.
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
oyee-customer system should be managed as a unified whole to strategically leverage the linked information. That goal needs to influence the way customer and employee research is designed, analyzed, interpreted, and acted upon. While there are obvious methodological, organizational, a
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
nd operational challenges here, the payoff for doing so is also obvious: an organization strategically managing the employee-customer-profitability chain to help achieve sustainable enhanced business success - all built on the solid interconnected base of loyal employees and customers
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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