Scientific customers recognise the value that exceptional service and support plays in their effective use of products and ultimately in the success of their research
A recent survey of more than 1200 life scientists reveals that Sigma-Aldrich, Invitrogen, Qiagen, BD Biosciences, and Bio-Rad Laboratories are among the biotech tools companies most frequently cited as providing 'best-in-class' customer service and technical support.
Overall, most scientists are satisfied with the assistance they receive related to ordering, delivery and billing, but the survey also revealed that there is room for improvement in the way companies support their scientific products.
To help suppliers excel at customer service and technical support, BioInformatics has published the third edition of 'Service and support for life science products'.
In addition to profiling the top suppliers, the 2004 report examines the relationship between satisfaction and scientists' preferences regarding the many ways in which they interact with customer service and technical support departments.
The customer service characteristics that are most important to scientists are those that assure a swift and personal response to their request.
These most valued attributes include: fast response and problem resolution, good listening skills, competent and courteous personnel and fast access to a live operator.
"Customer service remains a human endeavor that cannot be supplanted by technology solutions," says Robin Rothrock, director of market research at BioInformatics. "The proper role of technology is to make customer service representatives more effective by providing them with immediate access to available information".
Reps must also receive extensive training in every aspect of the company's catalogue, as well as be conversant in the features and applications of the products.
Interestingly, while scientists prefer to speak with a supplier's representative when encountering ordering/delivery problems, they are satisfied with reviewing printed instructions as a first step to solving a technical problem.
This may be related to the inherent inquisitiveness of scientists, or to a customer's perception that it is faster to solve his or her own problem than it is to rely on the advice of someone unfamiliar with the specifics of the experiment at hand.
"Scientists consider service and support to be an inherent part of a life science product and are willing to pay a premium when these elements of value are perceived to be superior to those of the competition," says Rothrock.
While survey results indicate a general satisfaction with the level of service and support provided, to differentiate themselves suppliers must take steps to improve their performance in areas where lower levels of satisfaction were indicated and stay attuned to rising expectations in others.
'Service and support for life science products' contains over 140 charts and/or tables and multiple cross-tabulations for the 33 survey questions, and includes profiles of the suppliers with the highest levels of customer service and technical support.
An executive summary can be viewed on the Bioinformatics website.
