Customer focus - customer satisfaction , customer delight & customer complaints handling by akshay trivedi.

Customer Focus : Customer Satisfaction And Delight
Handling Customer Complaints
Presented by : Akshay G. Trivedi
Guided by : Dr. Pintu Prajapati
Department of Pharmaceutical Quality Assurance
Enrollment No : 201804103910007
Maliba Pharmacy College
Uka Tarsadia University

Customer
 What is customer :-
 A party that receives or consumes products (goods or services) and has the
ability to choose between different products and suppliers.
 Customer is most important person in any business.

Customer Satisfaction
 Definition :-
 Customer satisfaction is a marketing term that measures how product or
services supplied by a company meet or surpass a customer’s expectation.
 Customer expectation is the needs, wants and idea of customer about a
product or service.
 If customer expectations are met it means that customer is satisfied with
service or product.

 Following are the reason why customer satisfaction is important :-
 Growth of organization depends on customer.
 Satisfied customer will help in bringing the new customers by the “mouth
publicity”.
 Customer is the boss of the market.
 Customer satisfaction leads to customer loyalty towards an organization.

 A process of customer satisfaction include following steps :-
1. Understanding customer expectations :
 To fulfil the customer expectation first the organization needs to understand
what is the expectation of the customer for the particular product or service.
2. Promises to customers :
 After identifying the customer expectation or needs assure the customer that
they will be provided with their expectation for the product or service & give
commitment.

3. Execution :
 After committing, fulfil the commitment and try to execute the plan for
customer satisfaction, take appropriate steps to fulfill customer needs and
expectation.
4. Customer satisfaction surveys :
 After providing appropriate services and product according to the customers
expectation, check that whether customer expectations are met or not,
whether the customer is satisfied with product (service) or not.

Customer satisfaction = Perceived service – Expected service

 Following steps are the ways to ensure customer satisfaction :-
 Surveys
 Customer feedback
 Employee feedback
 Internet blogs
 Toll free numbers (customer call centre)

 Example of customer satisfaction :-
 Suppose, Mr. Shah (customer) is searching for a drug related to “DIABETES”
on the MEDLIFE.COM and he finds a tablet for diabetes if that satisfies his
expectation about that tablet, then he will buy that tablet everytime without
switching to other sites because he is already satisfied with that particular
tablet (or a product).

 Five great ways to improve your customer satisfaction :-
 Treat every customer as a VIP, give every customer the same excellent
treatment as you would like to receive yourself.
 Keep measuring customer satisfaction.
 Know how you should survey your customers.
 Keep an eye on what customers say about you on social media.
 Study complaints and compliments.

Customer Delight
 Definition :-
 Customer delight is surprising a customer by exceeding his or her
expectations and thus creating a positive emotional reaction.
 If customer get much better than expectation or unexpected service or
product from the supplier then it will become a loyal customer for that
specific supplier or company.

 From past few years it has been seen that only satisfaction of customer does
not make the customer loyal to the product to make the customer loyal extra
efforts for customer delight is required.
 When the perceived service provided is much better than the expected
service the customer will be delighted and become loyal.
 When the customer is delighted it will become beneficial for the
organization.

 Following are the factors that affects customer delight :-
 Price
 Quality
 Service
 Brand name
 Reputation
 Features

 Customer delight deals with extra features :-
 Example : When a customer is searching online for a cough & cold relieving
tablet and he/she found cough & cold relieving tablet with good taste & in
less price (cheaper than other sites) then he/she will be delighted for that
product & become loyal customer to that particular tablet (or product).

 How to improve customer delight :-
 Always try to do better
 Deliver more than the customer expectations
 Eliminate dis-satisfaction (so you can focus on loyalty)
 Know your customers top issues
 Help customers to achieve their goals
 Listen to your customer
 Respond quickly

Handling Customer Complaints
 Complaint :-
 Statement that is something wrong or not good enough, which shows
customer dis-satisfaction about the company and the product.
 Example : Complaint about packaging materials, Complaint about the
product and quality.

Why Are Complaints A Good Thing ?
 Customer complaints are good for business.
 Customer complaints may be the most valuable asset for the company.
 Company can learn from complaints and use them to improve their business or
appreciate each complaining customer and use the complaint as an opportunity
to improve.

Benefits of Effective Complaint Management
 It gives the company an opportunity to improve the quality of the product.
 It is helpful to maintain cGMP.
 It maintains committed relationship between the customer and company.
 Identify poor performance in the overall quality system.
 Reduce costs and improve production schedules.
 Reduce employee confusion.
 Improve the safety and performance of devices.
 Improve customer relations by reducing the frequency of problems, complaints,
and recalls.

Types of Complaints
 Quality complaints :- Originate at consumer level and concern with physical,
chemical and biological properties or condition of labelling or packaging of the
product.
 Adverse reaction complaints :- Due to allergic reaction and fatal reaction
or near fatal reaction.
 Other medically related complaints :- Include complaints such as lack of
efficacy or clinical response.

Steps Involved In Handling of Complaints
 STEP 1 :- Receiving Complaints
 It is important to have open channels with customers in order to receive the
suggestions, doubts and complaints.
 Generally, these channels are toll free numbers, e-mails, chat-rooms and P.O.
boxes.
 It is necessary to have a person in charge of receiving the complaints and in
putting them into an appropriate investigation from the shall be addressed to
the Quality assurance (QA unit) for investigation.

 STEP 2 :- Technical Investigation
 Upon receipt of the investigation form, the QA unit is able to start the
investigation, which can be divided in two phases :
 Documentation based
 Laboratory analysis phase

 Documentation based :-
 Checking complaint files looking for the previous complaints of the same
nature and a lot.
 If any non-conformance was found in the lot then that can confirms quality
problem in complaint sample or a product.

 Laboratory analysis phase :-
 Requesting QC laboratory to analyse both samples (complaint & retained).
 If the customer did not send the complaint sample for analysis, the lab.
Investigation will be carried out only with the retained sample.

 After receiving the analytical results, there are three possible conclusion, as
follows:
(1) Confirmed complaint :-
 When both complaint and retained sample showed out-of-specification
(OOS) results or when only the complaint sample showed OOS results, it is
clearly a single unexplained failing product.
 Example : a single unexplained failure may be when one tablet is missing in
the blister strip in the complaint sample, but no deviation was found in the
retained samples or during the in-process controls and final QC analysis
recorded in the batch record.

(2) Non-confirmed complaint :-
 When both complaint and retained samples showed result in compliance
with specifications or when only the complaint sample showed OOS results
that cannot be considered a single unexplained failing product. OOS results in
complaint sample can be attributed to misuse or mishandling.
 Example : Tablets of the complaint sample show a change in their
appearance that is characteristic of light, humidity or high temperature
exposure.

(3) Counterfeit / temper suspicion :-
 When the retained sample is within the specification but the complaint
sample is clearly OOS with no reason for that,
 Ex – packaging material is different from the original.

 STEP 3 :- Corrective Actions and Feedback to Customers
 Corrective actions can range from a simple and quick training to some
employees to a formal corrective action and preventive action (CAPA)
handling.
 The criteria for choosing appropriate action depends on the nature of the
complaint.
 write a response letter to the customer to describe the investigative
approach taken, and the results found and their effects.
 The customer should be sent a free replacement product together with the
response letter, since the customer returned the product (a complaint
sample) to the company for analysis and a quality problem was found.

 STEP 4 :- Monthly Reports and Trend Analysis
 QA complaint office to elaborate monthly reports, amount and nature of the
complaints received and to perform trend analysis of these complaints.
 The monthly reports must answer the following questions :
 How many complaints did the company receive in the period ?
 How many were confirmed ?
 How many were non-confirmed or were counterfeit / temper suspicion ?

References
 https://www.mcorpcx.com/articles/23-ways-delight-amaze-customers/
 https://www.customerthink.com/3-brilliant-examples-of-customers-delight/
 www.En.oxforddictionaries.com/define-delight-customer/
 https://www.businessdictionary.com/definition/customer.html
 https://www.guided-selling.org/customer-satisfaction-factors/
 https://study.com/academy/customer-delight-definition-examples.html
 https://www.statpac.com/online-surveys/sample_online_surveys.html
 https://www.slideshare.net/rudra_pratra_customer_delight.html
 https://www.slideshare.net/rudra-Patra-customer-satisfaction.html

Customer focus - customer satisfaction , customer delight & customer complaints handling by akshay trivedi.

Customer focus - customer satisfaction , customer delight & customer complaints handling by akshay trivedi.

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