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Las claves de un buen servicio al cliente interno: Red de ventas

Enviado por Alfonso Vidal en Comercial y Marketing | Médica e I+D | Sistemas de Información

Cada vez más las organizaciones tienden a definir su estructura organizativa de negocio entorno a los distintos perfiles que configuran el cliente externo al que ofrecen servicio pero, aunque la calidad del servicio externo ofrecido está visiblemente relacionado con el éxito de una compañía, la calidad del servicio al cliente interno sigue siendo un objetivo estratégico difícil de implementar.

La red comercial es un cliente interno clave para las compañías farmacéuticas, y aunque se exige de este perfil una serie de competencias, habilidades y conocimientos, no es evidente el hecho de que el servicio ofrecido por parte de los distintos departamentos de soporte interno esté a la altura de esa exigencia en términos de agilidad de respuesta y comunicación del mensaje.

El visitador médico conoce la compañía a la que representa, el producto que promociona y el mercado en el que trabaja, pero, ¿con qué agilidad recibe el servicio necesario para reaccionar a tiempo a las nuevas necesidades que surgen en el día a día de su relación con el cliente externo? Visto así, la red comercial acaba siendo una extensión de la compañía hacia el cliente externo, por lo que sus necesidades suelen estar muy alineadas con las necesidades corto plazo del cliente.

Los departamentos de soporte al negocio, deben asegurar dar respuesta al visitador médico de forma ágil y concreta pero, es todavía más importante, que el mensaje sea único. Es una práctica común que en el caso en el que el cliente externo se relaciona con más de un interlocutor, fácilmente se ofrecen distintas versiones ante un mismo requerimiento, en función de la fuente que ofrece el soporte. De este modo, no es extraño que ante preguntas relacionadas con la llegada de nuevos RDL o información sobre la comercialización de nuevos genéricos y la implicación de la compañía en el caso que aplique, el visitador médico deba hacer frente a distintas respuestas en el tiempo que acaben por confundir más que ayudar al propio cliente. El mensaje a ofrecer al cliente externo debe ser único, dar respuesta a la necesidad concreta y ofrecerse en la mayor agilidad posible.

Teniendo en cuenta que la credibilidad de la red comercial ante el cliente externo está totalmente unida a la imagen que éste proyecta de la compañía, es prioritario poner atención en la calidad de servicio que las compañías farmacéuticas ofrecen a los principales generadores de oportunidad de negocio, sus visitadores médicos.

  • ¿Te has encontrado alguna vez en una situación de este estilo?
  • ¿Consideras que el soporte al cliente interno red de ventas debe ser mejorado?

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