Managing Customer Relationships in the Clinical Research Market

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Contents
How to Manage Customer Expectations................................................................................. 3
Customer Satisfaction is Driven by Customer Perception........................................................................4
The Importance of Analysis.......................................................................................................................5
Tips for Managing Customer Expectations...............................................................................................6
Key Issues that Stand in the Way of Positive Customer Relationships..................................... 7
Companies and Customers Want the Same Thing....................................................................................8
Addressing the Top Issues.........................................................................................................................9
Build Customer Confidence.................................................................................................. 11
Achieving Service Excellence ..................................................................................................................12
Engaging a Site........................................................................................................................................13
Establishing Benchmarks ........................................................................................................................13
Maintain a Strong Relationship............................................................................................ 15
Establish a Team Business Model...........................................................................................................16
Following the Industry ............................................................................................................................18

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How to Manage Customer Expectations
earning how to manage customer expectations involves a variety of different
aspects. There are constant challenges that Biopharma are faced with in regards to
their customers. These challenges can often affect clinical trial performance – which
is why it is imperative that a relationship is managed properly.
The Biopharma-customer relationship is very similar in nature to all other customer
relationships. The goal is to maximize on the lifecycle of the relationship and ensure that
everyone is getting what they need.
There are changes throughout an industry on a regular basis. As there are changes, there
are needs that the customer wants to have met – and it is the goal of the Biopharma
company to ensure that these needs are being met. Otherwise, the customer could easily
move to another company or service provider in order to avoid various challenges.
Clients have expectations that grow and change direction – often without telling the
company. Customer satisfaction is based primarily on how the company is able to meet
these expectations and perform within them.
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The key to managing customer expectations is understanding that there may be
discrepancies in the way that performance is perceived by the company as opposed to
how customers perceive it. As a result, it is imperative to understand what customers
want, exceed customer expectations to improve loyalty, and maintain a one-on-one
relationship with customers. The human element must be present at all times.
Customer Satisfaction is Driven by Customer Perception
Ultimately, customer satisfaction is driven by the perception of the customer. Even
though a company may do very little in regards to providing superior service, if the
customer feels that customer service is impressive, than a company does not have to do
much. This means that a company needs to understand where they exceed customer
expectations and where they fall short.
Compliance to customer service standards is critical. Patient safety should always be first
and foremost. Milestones must be met and quality products must be delivered to
customers. It is through these consistent service standards that customers will typically
gauge the level of customer satisfaction.

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Various surveys can help to determine where a company is lacking. However,
communication is typically the best form of measure. Keeping an open line of
communication between the company and the customer is important to ensure that
everyone is open about the features that they do and do not like.
The Importance of Analysis
Customer expectations always need to be managed – and this means staying on top of
how their expectations are changing. A customer may suddenly have higher than average
expectations or they could be falling into a bottomless pit where they could care less
about what service or products look like. An effective company representative is going to
analyze what's happening.
If expectations are higher, a company must make a point to increase the level of customer
service to meet the demands. If expectations are lower, a company may need additional
help – even if they do not know it yet. If a company begins to lose all hope within their
own operations, it can lead to a loss of business.
Above all, it is important not to get wrapped up in providing services so much so that a
company loses sight of what the expectations of the customer actually are. Learning to
be observant and conscientious of what customers doing and what their environment is
can ensure that the satisfaction level is always at a positive one

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Tips for Managing Customer Expectations
Every company needs assistance periodically when it comes to being able to meet and
manage customer expectations. Some of the best tips available include:
 Create a strategy designed for a particular customer
 Assign a point person
 Use available analysis to gage satisfaction
 Keep an open line of communication
Each one of these tips is important in their own right. Every customer needs to have their
own unique strategy establish for them. This is because they are unique in one way or
another from all of the other customers that are managed. A point person or
representative should also be assigned to ensure that person is maintaining the
relationship and providing a customer with a single call to make when they want to be
informed about progress on a certain topic. Available analysis can include a variety of
different reports in and around the industry to ensure that satisfaction is being met. Open
lines of communication are also a must to ensure that customers and companies can talk
about what is going on.
Every company is able to manage customer expectations, even as industries change.
Learning about what a customer expects and knowing how to combat issues is part of the
battle.

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Key Issues that Stand in the Way of Positive Customer
Relationships
ompanies need to understand the various key issues that can stand in the way of
creating a positive customer relationship. There are proven solutions and
responses to ensure that issues are resolved – though it requires a company to
have competent staff members as well as a strong knowledge base.
Some of the top issues that a customer deals with include:
 Change in the customer environment
 Expectations not being managed
 Lack of communication
 Milestones not being met
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When any of these issues are not met, it can affect the customer relationship and
ultimately the customer satisfaction. This means that the company could be in jeopardy
of losing a key customer. Everyone has experienced customers who want the world – and
want it delivered yesterday. Fortunately, there are still many customers who do not
demand the impossible. All they want is for a company to do what they promised. This is
relatively easy – as long as the company is realistic about what they have promised and
manage all of the aspects involved around delivering promised goods and services.
Companies and Customers Want the Same Thing
Maintaining a positive customer relationship should be relatively simple only because
companies and customers want the same thing. Companies want to be treated with
respect – and this is exactly what customers want as well. No one wants to be ignored,
bounced around to different point people, or treated in an unprofessional manner. Any
time that these issues occur, one is at risk of losing a customer.
The product is not the only thing that a customer is concerned about. They are also
concerned about the process. Customers want the product delivered on time and they
want to know the process that was used in order to create said product. This goes back
to creating a safe work environment, meeting all necessary industry regulations, and
providing the communication to the customer about the processes.

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The technical element is not the only aspect that will keep customers coming back.
Regardless of how superior a technical aspect may be within a company, customers also
want a working relationship where expectations are being managed, communication is
present, and milestones are being met on or before deadlines. If the technical aspect is
the only thing that can be met by the company, the company must begin to change their
ways. Key issues must be addressed quickly.
Addressing the Top Issues
The top issues that are commonly found within struggling relationships are a change in
the customer environment, expectations not being managed thoroughly, a lack of
communication, or milestones not being met – or combination of these four.
A change in the customer environment must be noticed. This should include
communication to find out how the customers’ needs have changed based upon the
change within their environment. Recognizing this can help to strengthen the relationship
and ensure that the company is tapering needs based upon what the customer's new
environment demands.
If expectations are not being managed, service standards have likely dropped. This may
require attaching a specific point person to the customer and outlining all of the necessary
expectations to ensure that they are managed and met.

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A lack of communication is common between companies and customers. Everyone wants
their calls to be acknowledged. This can include responding to voicemails and service
requests. Communication can be simple to rectify. A simple call, text, or email is usually
all anyone is looking for.
If milestones are not being met, this may have to do with time frames being different.
Service standards and time frames need to be established and communicated effectively.
If there is some kind of malfunction that will cause a delay, communication needs to
happen. It is also important for the company to agree to milestones that can be met based
upon available resources.
Once the key issues have been addressed, relationships can be strengthened.

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Build Customer Confidence
Customers want to know that they can rely on the company that they work with. The
most precious asset that a company has is confidence from their customers.
Departmental heads must establish a vision in order to cultivate service excellence as well
as a mutual respect between companies, customers, and even patients.
The key strategy in pursuing this vision is creating specific objectives as well as operational
strategies. These must be implemented by the company on all levels.

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Achieving Service Excellence
A company should reach the level where they do not have to "prove" their ability to
perform service excellence. It should simply be present – and customers should be able
to experience it in a palpable manner. The environment that a company operates and
needs to be proactive, innovative, accountable, and maintain a high level of
communication. All of these factor into being able to provide excellent customer service.
Every company needs to focus on how they are going to maintain high customer service.
This needs to be established at the top and filtered downwards. Any successful company
– and specifically a contract research organization, needs to provide great service to their
customers. It is this that will distinguish them from the other companies within the
industry.

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Engaging a Site
Customer confidence can be built by engaging a customer's site. Whether it is a
biopharma company that involves providing doctors and patients with a high level of
service or any other customer, it is important to ensure that satisfaction is maintained at
all levels. The customers of the customers matter as well.
Establishing a site relationship needs to be a primary focus to ensure that impact the book
customer service is delivered to all of these sites. As a company understands the needs of
its customers' customers, it will be able to plan ahead and be able to deliver prior to a
customer actually acknowledging that they need a particular product or service.
Sites must know that they are integral to a company's success and treated as such. The
customer needs to know that their services provided to their customers are appreciated
– and this is where the representatives of the company need to ensure they focus the
greatest amount of their time.
Establishing Benchmarks

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The only way that a company can be successful is by establishing benchmarks. This
includes recommending and analyzing service metrics and creating measurement
processes. A company can sustain service excellence for only so long without having
analysis behind each decision. All of the principles of excellence should be visible within
the culture of the company.
The training of new employees should focus on the culture of the company as well as
these principles of excellence that the company lives by. As it is all integrated into the
organization, measures of performance need to be monitored at all times.
When a company is able to respect the needs of its customers and respond in a timely
manner to meet all milestones, a customer will know that they are a priority and will begin
to establish confidence within the company.
The customer must be kept informed at all times. Many companies believe that it is better
to over inform the customer and let the customer decide when they do not need to know
something rather than potentially leaving the customer in the dark. Emails, phone calls,
and teleconferences can all be useful methods in maintaining communication.
When service is visible, customers will begin to relax and develop a higher level of
confidence within the company's abilities to perform the services that they have
promised to provide. The customer relationship is the most important driver in customer
satisfaction as well as customer confidence. When a company is more engaged in the
services that they provide, customers will know it – and thus be able to engage more
effectively with their own customers.

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Maintain a Strong Relationship
Maintaining a strong relationship between the company and the customer is a lot simpler
then one may initially believe. There are some challenges that are persistent when it
comes to creating and maintaining these relationships. Especially when a CRO (contract
research organization) and a customer are working together, it can affect clinical trial
performance. Regardless of industry, the CRO-customer working relationship is
imperative for the success of both parties. There are various ways to strengthen the
relationship.
The point person within a company that has been assigned to the customer needs to
remember the three "Ps". These are people, processes, and products.
At the beginning of any study or project, it is important for a company to reach out and
meet with the customer. This provides an open line of communication in order to
establish issues, identify performance requirements, and address any roadblocks that
may slow down deliverables. The company and the customer must work together in order
to get the project started.

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Establish a Team Business Model
There may be a coordinator assigned to a customer. However, a company must still
establish a team business model in order to ensure that the coordinator has everything
that he or she needs in order to be successful. Collaboration and assistance are critical in
establishing a working relationship. In order to develop any kind of strong relationship
with the customer, a company needs to have a strong interior relationship with its own
people.

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Coordinators are able to work together in order to create motivation as well as assistance.
Many coordinators may be up against the same issues with different customers and by
keeping the lines of communication open, coordinators are able to get the assistance they
need in order to focus on the needs of their own customers.
Various tools can be used in order to open these lines of communication. Depending upon
the physical location of the coordinators and their customers, online whiteboards can be
used, teleconferences can be established, and emails can be exchanged. When internal
and external processes are streamlined, everyone benefits.
When a team business model is established, it allows people skills to be developed more
efficiently, relationships to be more engaging, and a quality-driven work environment to
be created. While many want to take a cold and hard approach to completing a task, the
reality is that developing people skills in order to work more efficiently can lead to a
happier work environment as well as a more satisfied customer.
Lines of communication can be opened and this can lead to a positive shift within the
regulatory processes as well as the contractual processes being more streamlined. This
can lead to faster drug development, an increase in productivity, and generation of
higher-quality data reports.

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Creativity is not something that should be kept to one's self. If someone has an idea that
can help to strengthen relationships or increase the method in which a customer is
communicated with, it is important to share. Companies who foster the collaboration
aspect of teamwork are generally more successful because of sharing creativity between
departments.
Following the Industry
Contract research organizations must follow the industry of their customers. If a company
is contracted to work with a biopharma, then that company needs to live and breathe
within the pharmaceutical industry. A company will only be as successful as they are
knowledgeable. Those who have a large knowledge base to share with their employees
thrive within the field of customer service and relationships.
Customers want to know that they are being taken care of. This is in regards to all levels.
If a pharmaceutical company is getting ready to launch a new product, they expect the
company to know about the product and have strategies in place for the clinical research,
the launch, and all other aspects.
When a company is able to stay three steps ahead within the trends of the industry,
customers can relax. They know that the CRO is doing what they should be and they don’t
have to work as hard to manage the relationship. While the company may be working
behind the scenes to give the customer what they want, the goal is to make it look
effortless on the exterior.
Through team work within the organization and communication with the customer, a
relationship can be strengthened – and more business can potentially be obtained as a
result.
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