Providing exceptional customer service is crucial for the success of any company. From onboarding and training to support and field service, you want to get your team ready to deliver the best experience for your users. As a consulting business specializing in customer support and service, we understand the unique challenges that arise in the life sciences sector. In this blog post, I will explore some examples, thoughts, and tips on how to enhance customer service: 1. Understanding the Customer Journey: It is essential to design a journey, from the initial contact to post-purchase support and service. In the life sciences sector, your customers are highly educated with specific and often unique needs. They also have a variety of desired outcomes they want to achieve with your product. Spending time mapping out the various touch-points and interactions and deciding which ones will make a stronger impact in the user experience will help getting your team ready to deliver the best service. By gaining insights into those needs, pain points, and expectations, you can tailor your services to meet their specific requirements. While creating individual customer journeys isn't feasible, grouping them by application can simplify the process.
2. Implementing a Multichannel Support System: Customers have different preferences when it comes to communication channels, however, they all have something in common: they want a fast response from your team. Some may prefer phone support, while others may prefer email or live chat. Implementing a multichannel support system allows customers to choose the channel that suits them best. However, companies should plan carefully which channels they are able to support the best. Phone and live chat, for example, require a higher cost and more training for your team. Additionally, integrating a customer relationship management (CRM) system will help streamline communication, analyze performance metrics, and ensure that customer interactions are tracked and resolved efficiently.
2. Building a Knowledge Base: In the biotech industry, customers often have complex technical questions and require detailed information. Many biotech customers value self-service options, preferring to troubleshoot and find solutions themselves rather than going directly to contact customer support. Building a comprehensive knowledge base can empower your customers to self-serve and your support team to provide accurate and timely assistance. Include FAQs, troubleshooting guides, help articles, and product documentation. Regularly updating and expanding the knowledge base empowers your support team to address customer queries effectively.
3. Training and Development: Investing in onboarding, training, and development of your customer support team is essential for delivering exceptional service. Biotech companies often deal with highly specialized products and technologies, so it's crucial for your team to have a deep understanding of the industry, the product, and, if possible, the sciences behind it. Providing ongoing training sessions for new feature releases, new product launches, hands-on workshops, and access to internal troubleshooting resources can help them stay up-to-date with the latest advancements and best practices.
5. Proactive Communication: In the biotech industry, where products and technologies are constantly evolving, proactive communication is key. Keeping customers informed about product updates, new features, and potential issues can help build trust and loyalty. Sending regular newsletters, hosting webinars, sharing success stories from existing users and providing educational resources can keep customers engaged and informed.
6. Gathering Customer Feedback: Feedback from customers is invaluable for improving your customer service. Implementing surveys, customer interviews, and actively seeking feedback right after an interaction can provide insights into areas that need improvement. Additionally, leveraging social media platforms and online review sites can help you gather feedback and address any concerns or issues raised by your customers. By prioritizing customer service, listening to your product users and continuously improving your processes, you can differentiate your biotech company and build long-lasting relationships with your customers.
Global Customer Support & Service Leader
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