2011-08-22 2400
In the pharmaceutical industry, customer complaints, although indicating that the brand's products or services have not met their expectations and satisfied their needs, also signify that customers still have expectations and hope for the brand to improve its products or enhance its service level. When customers complain, it should not be seen as a problem but as a golden opportunity. According to Medical Merchandising Network, when customers take the time to share their complaints with us, they are also providing valuable information for us to improve our services, free of charge. Therefore, customer complaints are not trouble but opportunities and favors from the customers. To address customer complaints, the following aspects should be considered:
Listening: When customers express objections or raise issues regarding products or services, the sales personnel of pharmaceutical marketing enterprises should first learn to listen. Listening is the prerequisite for problem-solving. It is important to understand the essence and facts of the problem. Avoid interrupting the conversation and utilize questioning techniques during the listening process. For example, what happened? Why did it happen? How did you discover it? This will help you understand the truth of the matter. When listening to customer complaints, not only should you listen to the content they express, but also pay attention to their tone and volume. This will help you understand the underlying emotions behind their words. Additionally, summarize and restate to ensure that you truly understand the customer's problem.
Clarification: Based on the above method, you should have a basic understanding of the nature and direction of the customer's objections. At this point, the problem should be defined. Is it related to the product itself or improper customer usage? If it is a product issue, apologize to the customer immediately and resolve it as quickly as possible. If it is due to improper usage, clarify the essence of the problem and assist the customer in resolving it. Explain the correct usage methods (performance, features, characteristics) of the product and use encouraging words to thank the customer for raising the objection, regardless of its correctness. If necessary, provide spiritual and material rewards.
Requirements: After the customer's objections are resolved to a certain extent, inquire about any other requests the customer may have. With a sincere attitude, inform the customer, "If you have any other questions, please feel free to contact me. I am more than happy to assist you," and provide your business card. The customer will undoubtedly be touched, and the so-called complaint will be eliminated. This customer may even become a loyal follower or advocate of the pharmaceutical marketing enterprise's brand.
Sharing: If the essence of the problem and the reason for its occurrence are understood, the sharing approach can be used. For example, "You make a valid point, we have encountered similar situations before." Whether it is related to the product itself or improper usage, the customer should not be blamed. This way, the customer will feel valued.