Communication ToolsCustomer Service:

Interaction with Agency Reps & Lab Scientists

Tom Stackhouse, Ph.D.Assistant DirectorTechnology Transfer CenterNational Cancer Institute, NIH

FLC -MAR Training Session: September 15, 2008

Focus for Today on Internal “Customers”: Agency Reps & Scientists

Importance of communication style in relating to your “customer “

Introduce the “HEAL” modelInteractive Session: Application and

problem solving

Why discuss communications?

Isn’t technical/legal skill all that truly matters?

I already know this stuff!

Partner

RespectRapport

What differences do you see in these approaches?

Background: Scientist has faxed over an agreement, which needs extensive negotiation. You don’t have time to work on it until next week

◊ You set the MTA aside - you’ll never finish anything with all these interruptions!◊ You call the PI and let him know about all the other work you need to finish first!◊ You go to your co-worker two doors down and complain for the 4th time that morning about how much work you have to do!

Or …

You send a quick e-mail or make a quick phone call acknowledging receipt & stating when you’ll be in touch.

Mistakes happen…

…And projects take longer than expected

…And you are balancing multiple projects

…And unexpected issues arise

… running away doesn’t help

Communication is KeyCommunicate in a manner which is

more likely to:Help you understand your Scientist

positionHelp you to really be “heard” by ScientistHelp provide useful info to you and your

officeHelp get Agency/Lab team working

together!

When Things Don’t Go as Planned… Use the Communication Tool: HEAL

HumilityApologize. Be direct and honest.

EmpathyDemonstrate understanding of their view.

AgilityQuickly and confidently implement a solution.

LongevityFollow-up.

Today’s Challenges

Consider several situations Evaluate some “less-than-

perfect” responses Create another approach for

response

HEALing: An Example

You have taken over a docket from someone else.

You see an agreement which appears to have been under negotiation for a year. In reviewing the file, it’s clear that the previous Specialist completely dropped the ball.

How will you approach your initial dealings with the Scientist?

The New Docket

Your options…You place the folder back in your files. If the

Scientist hasn’t complained so far than its probably not worth pursuing.

Call your Scientist and explain that you predecessor was totally incompetent, but you are here to save the day.

You call your scientist and tell him how overloaded you are and that not only was the your predecessor incompetent, the office supervisor was not doing her job to monitor this work, but you will do your best to work on it as soon as possible.

HEALing ApproachHumility …

Empathy …

Agility …

Longevity …

TimelineYour Scientist sent a rough outline for a

CRADA research plan The company sent in their legal term

modifications. There are lots of them!You’ve had the information for a couple

days.Your Scientist wants to know why the

CRADA won’t be ready for final review before the end of this month

Today is Friday the 27th.

Response:

CRADA can’t go for review next week because…

“I’ll be out of the office next week.” “I have 20 other things to do first.”“It took you 6 months to give me the

Research Plan. It’s not fair that I only get 2 days to complete the process of negotiations and review.”

“I’ve finished my part, but have no idea when my supervisor will get around to reviewing the package!”

How would you HEAL the Situation?Humility …

Empathy …

Agility …

Longevity …

Filling In?You have been asked to cover

additional docket due to vacancies.”You stop by the office of a Scientist to

introduce yourself and to find out a bit about his scientific focus and activities. 

He/She tells you he/she has a lot of collaborations planned and that action needs to happen on these immediately. 

All of them.Immediately!

Your On-The-Spot Response:“I hope the vacancies in my office

will be filled soon. So you can get the help you need”

“I have additional commitments for the other Branches/Labs, but that I will certainly give attention to you activities as well.”

You chuckle nervously and say “I’ll try my best.”

HEALing Approach

Humility …

Empathy …

Agility …

Longevity …

What’s wrong with you people?!!A scientist submits an invention reportA decision is made not to seek patent

protectionThe inventor sends an email blasting you

and copying upper managementExpresses concern over your apparent lack of

intelligence and that you may even be sub-human!States will never bother wasting time submitting

EIRs into such a broken system!

Response:You do nothing. You’ll be able to

catch up on other things now that there will be fewer Invention Reports coming in!

You send the inventor a reply email (copying upper management) restating the reasons why his baby/invention is ugly.

You send the inventor an email stating that he is required by law under 37 CFR 501 to report inventions.

Step in and HEAL the SituationHumility …

Empathy …

Agility …

Longevity …

Organize to Avoid ProblemsKeep clear, professional

notes in files & databaseSpend time each week

organizing priorities & doing status checks

Seek advice from others with more experience

CommunicationLearn to focus on their priorities

You may not be able to meet them, but you can understand them

Communicate regularlyincluding delivering bad news

Communicate solutions or next stepdon’t dwell on your problems

Adapt your style frequency, form (email, phone, fax)