SERVICE RECOVERY OF LUPIN

WITH RESPECT TO ITS COMPETITORS

PFIZER AND GSK PHARMA

Service Recovery relates the company’s way of handling the dissatisfied customers and also
it involves how to convert your dissatisfied customer to loyal customers and also retain them
at the same time. It can be simply understood in the language of customer relationship
management (CRM) it relates to the service provided to the customer if there is a service
failure from the companies’ side to its customers.
Service Recovery takes place when there is a service failure and no matter how wonderfully a
service delivery is there is always scope for gaps, errors, mistakes, oversight etc. There is
various justice which the customers expect and anyone missing can lead to service failure.
And one of the CRM strategies to retain its customers is service recovery.

LUPIN
LUPIN which is one of the leading pharmaceutical company placed in Mumbai and they
adopt various means in order to provide service to its customers. The measures by which they
provide service to its customers are:
The company has a management team who looks upon the various customers. Being an
industry, which is larger in itself so the types of customers with respect to its products varies
in various categories.

LUPIN’S SERVICE RECOVERY

 PRODUCTS GENERICS
The company has Generics for contact us wherein patients/physicians/pharmacists contact
each other about prescription for products and medical information regarding their particular
medical reports. The Product of Lupin has certain GENERICS and it involves a pre-approved
Return Goods Authorization Form (RGA Form) under this the company claims that it accepts
returns from customers who have purchased products directly from Lupin. The company has
certain list of items which are returnable like products which have shelf life less than 6
months etc. and also there are some items which are non-returnable like products without
RGA form. The company has a term of policies for its return of goods.

 REWARDS
The company also caters its customers with rewards when there is a service failure, wherein it
provides with the doctors with a base of customers by reference program and other programs
which prove to be beneficial for its customers.

 GOING BEYOND CALL DUTY

The company does service recovery following the steps which are required in order to
identify the problem and solve it like Lupin makes sure that if its customer need a particular
medicine in midnight the company makes sure that it goes beyond the call of duty in order to
satisfy its customer and gain their value.

 SERVICE JUSTICE
The company caters the three justice namely:
 Distributive
 Procedural
 Interactional

By following means:
 PATIENT ORGANISATION
Through this the company provides with one the justice which the customer demands in any
service that is Procedural Justice, the patient organization helps the company to presents its
process in a consistent and transparent manner.
The company has a patient organization for its patients wherein they have full disclosure to
different transfer of values between the patient and the company the TOV (Transfer of
Values) includes:
 Rationale: The company adopts an open and transparent way to serve its customers
by collaborating with (ABPI) Association of the British Pharmaceutical Industry in
order to have the high standards.
 Reporting Period: It relates to a timely reporting of payments
 Financial Consideration: Under this they make sure that all transactions are
correctly gathered with respect to various tax.
 Criteria for Inclusion/ Exclusion: It ensures that there is a full disclosure of
information in front of the customers
 Management of recipient’s queries: The company has an email address provided
which makes sure for any queries which arise from the customer’s side.

 COMPLAINT MANAGEMENT
This is where the company provides its customers with Distributive Justice
 CULTURE
The culture of the organization as heard by its senior employees is very warm and welcomed
which very well provides with Interactional Justice

STRATEGIES FOR SERVICE RECOVERY

 Valuing their Customers
The company adopts the strategy of valuing its customers so that they have customers trust as
one of the values of the company includes customer focus “We strive to understand and
meet customer needs in a professional and responsive manner. We focus on building long
term partnerships for mutual benefit and take responsibility for delivering on our
commitment”
The company recently during lockdown had the support of Indian Postal Services who helped the
company to facilitate the delivery of essential medicines and PPE consignments to reach to the
doctors, clinics and customers who where in need of it. This was how the company valued its
customers during lockdown.

 Encouraging Customers to speak

The company encourages its customers to speak with programs like #GiftOfHealth, wherein
the company requests its customers to kickstart their new year with a good habit and mention
it in their facebook page so that they can interact with their customers and will also help them
to study their customers well.

 Making complaining easy and lucid for customers

The company has made complaining easy for its customers by providing all means of contact
in their official site and not only through call but also through mail and fax.
  Leveraging Digital Technology to capture Service Gaps
The company 2 years launched a technology named ANYA Bot wherein it
answers any queries on disease management and its is available for its
customers all day long.

COMPETITORS
PFIZER & GSK PHARMA
Talking about PFIZER as compared to Lupin:
 Pfizer has a normal tollfree number similarly as Lupin does.
 Pfizer has a Grievance Redressal platform wherein they want to hear to their
customers and they claim to look to their customers solution as soon as possible. They
 accept grievances on any kind of delay in communication but Lupin have a similar
different program that is Patient organization.
 It is a company which currently focused upon the COVID Vaccine and how it can be
provided to its customers without any side effects.
 The company uses similar strategies as like Lupin it has also make complaint making
easier for its customers.
 And various other strategies with Vaccine coming from them.
Talking about GSK PHARMA
Talking about GSK Pharma as compared with Lupin, GSK pharma has a list of contact
information present in its website the company unlike Lupin and Pfizer doesn’t have only a
tollfree number but it has also a list the list includes:
 They have a world-wide contact information active link
 They have their T&C mentioned very clearly in the list
 One thing which Lupin does not have is that GSK pharma has provided the link of its
social media handles mentioned in their website and they accept DM in their global
Facebook and Twitter channels.
 They have their social channels in their social media pages
 Other thing that company has provided for its customers is they have a link named
Speak Up wherein they provide opportunity to its customers to raise concerns about
behavior of GSK employees.
 The company has certain timelines provided in their site like for example if the
customer has a concern related to medicines, they can contact with a particular
timeline provided in the website similarly goes with issues like Vaccines, Consumer
Brands etc.
 The company has a side effect portal which is a little uncommon and also a great idea
as the company claims that safety of their patients and consumers are priorities for
them and side effects can happen to anybody so they have made their customers job
easier by providing a side effect link to its customers. And to make it convenient for
its users it has provided steps to reach out to the company easily.