Melinda Goddard led the re-engineering team that
established the new US headquarters contact center in 1998 for a leading
pharmaceuticals company. This case was
published in the society journal and won Article
of the Year 2000 from the Society of Consumer
Affairs Professionals in Business (SOCAP).*
She then conducted and published a best practices study based on
her focus groups and interviews with ~200 customers and
colleagues with over 1,600 years of industry experience, as a
tool to optimize sales force service quality, the
top driver of customer satisfaction in the business. The study
was distributed throughout 2000 and used thereafter in new-hire
training classes. Subsequently, “[the] Sales Force Ranked
Number 1 for Effectiveness: During three consecutive surveys
conducted in 2002 and 2003, [the] sales force was ranked the most
effective in the U.S., with 47 percent of calls leading to
effective discussions with physicians, according to a survey
conducted by the consultancy Health Strategies Group.
…Effectiveness was measured in terms of the use of dialogue,
resources and content relevant to physicians.”** |
