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Customer Service and Technical Support for Life Science Products: Customer Preferences
BioInformatics, LLC, April 2011, Pages: 200
Customer service and technical support provide an often under--exploited opportunity to differentiate a company's offering. People brace themselves for a frustrating experience when they call an airline, a bank or a credit card company to get an issue resolved, and are surprised (and delighted) when a customer service rep acknowledges the problem, apologizes for the inconvenience and addresses the issue with a minimal turn--around time. When a customer has a problem had never occurred. And the best way to lose a customer? Make it time--consuming and aggravating for him to get his service issues resolved. A simple formula, but not easy to navigate in an industry with high--tech problems and complex solutions. Add to that the myriad of platforms customers expect to be able to use to obtain problem resolution, and life science suppliers are challenged to set up an infrastructure that yields quick, satisfactory resolutions to customer complaints.
The Customer Service and Technical Support for Life Science Products: Customer Preferences was designed to quantify scientists' opinions as to how well supplier customer service departments are meeting expectations. Divided into two service categories - customer service and technical support - this primary research report outlines scientists' experiences with regards to complaint resolution, channels selected to communicate problems (e.g., telephone, website complaint forms, live chat, non-vendor online resources etc.) and degree of satisfaction with a variety of help-desk, call center and online service attributes. Additionally, major suppliers are benchmarked to identify which companies are providing superior service, and which suppliers are failing to live up to the level of service that scientists' demand.
Often times, a scientists' opinion about his or her customer service or technical support experience defies logic and relies solely on a subjective assessment of what he or she remembers most. AS part of this report, data is collected on respondents' actual experience with a recent service event. This not only illuminates company responses that “get a rise” out of scientists - and those that make them happy, it also assists with mapping positive experiences and pain points to provide a more objective view of how a company's service is perceived. Capitalizing on what this report reveals about how scientists think - and feel - about their recent experiences with service reps, problem resolution and available channels, suppliers can develop evidence--based solutions that more frequently leave the complainer feeling positively toward the company.
One critical component of this report that reflects the realities of responding to the customer in 2011 is an analysis of electronic media and how scientists use the Internet to communicate with companies and colleagues to resolve issues. Respondents are asked about their awareness of social media platforms, support apps and supplier--sponsored communities, and whether or not they rely on these channels to resolve service issues. Many of these devices are outside the suppliers' control, leaving scientists to take matters into their own hands and broadcast kudos and horror stories to a global audience - all the more critical to use Customer Service and Technical Support for Life Science Products: Customer Preferences as a guide for getting it right.
THIS REPORT WILL HELP YOU TO:
- Determine the impact of customer service and technical support on purchase decisions and recommending a life science supplier.
- Discover usage and preferences for different service/support channels
- Classify attributes of customer service that impact the decision to become a repeat customer.
- Classify attributes of technical support that impact the decision to purchase a product.
- Identify attributes of “good” customer service and technical support, and where improvement is needed.
- Benchmark satisfaction with customer service and technical support departments of key life science suppliers
- Explore researcher's experience with their most recent service/support experience
- Learn about the usage of public/social media platforms to resolve service issues
REPORT HIGHLIGHTS:
- Contact frequency of customer support/technical service departments
- Importance of customer service/technical support in
-- purchasing decisions of consumables and instruments
-- decisions to recommend consumables and instruments
Customer Service:
- Percent of non--technical problems reported to supplier in the last 6 months
- Suppliers' customer service departments contacted within last 6 months; number of times contacted by supplier
- Customer service channels used for non--technical problems
- First, second, third service channel preferences
- Reasons for first service channel preference
- Types of products most often requiring non--technical support in the last 6 months
- Preferred customer service channels
- Degree of importance of customer service departments' qualities
- Most important priorities for customer service departments
- Factors that make the most “responsive” customer service
- Satisfaction by types of assistance over the last 6 months
- Satisfaction with factors that make for the most “responsive” customer service
- Overall customer service satisfaction by supplier
- Supplier that has given the best impression of the quality of their customer service, and how they did it
Technical Support:
- Percentage of technical problems reported to suppliers in the last 6 months
- Suppliers technical support departments contacted with last 6 months; number of times contacted by supplier
- Technical support channels used in the last 6 months
- First, second, third technical support channel preferences
- Reasons for first technical support channel preference
- Types of products most often requiring technical support in the last 6 months
- Preferred technical support channels
- Degree of importance of technical support departments' qualities
- Most important priorities for technical support departments
- Factors that make the most “responsive” technical support
- Satisfaction by types of technical support over the last 6 months
- Satisfaction with factors that make for the most “responsive” technical support
- Overall technical support satisfaction by supplier
- Supplier that has given the best impression of the quality of their technical support, and how they did it
Recent Experience:
- Most recently reported problem (customer service or technical support)
- Supplier associated with most recently reported problem
- Specific problems by supplier
- Resolution outcomes
- Resolution outcomes by channels used
- Satisfaction with assistance received for most recent technical support/customer service problem by type of support
- Overall satisfaction with support received for most recent technical support or customer service problem
- Likelihood of repeat contact of most recently contacted technical support or customer service department
General Experience and Future Trends:
- Likelihood of refraining from purchasing from a supplier after one bad customer service and/or technical support experience
- Use of social media to get the attention of a life science supplier's customer service and/or technical support departments
- Use of social media to get the attention of a life science supplier's customer service and/or technical support departments by technical support/customer service
- Use of public platform to “rave” about a life science supplier or their product within the last 6 months
- Responses generated from “rave”
- Use of public platform to complain about a life science supplier or their product within the last 6 months
- Responses generated from complaint
- Awareness and use of support tools
- Perceived usefulness of support tools
- Interest in using desktop sharing, texting, video chat for customer service and/or technical support
- Receptiveness to customer service/technical support solutions available on mobile devices
- Receptiveness to more personalized service
- Using community-based interactions, public platforms to interact with customers
- Willingness to pay more for products for a better experience with a supplier
- Willingness of leaving a supplier based on a bad experience with the customer service and/or technical support department
- Peer review of issues and solutions with suppliers and their influences on future purchase decisions
- Opinion of suppliers using “universal customer history record”
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