The mini-online survey used Voice of the Customer (VoC) methods and consisted of 4 main service questions (plus 2 x demographic):
RAW NUMBERS AT * (in graph above)
BREAKDOWN of RESPONSES TO QUESTIONS
The following section takes each of the 4 service-based questions and provides qualitative responses. All responses have been then clustered under the relevant service rule as follows:
9 Rules of Great Customer Service
- Be courteous to your Customers
- Be helpful to your Customers
- Consult with your Customers (Voice of Customers)
- Provide information to your Customers
- Be upfront and honest with your Customers
- Provide choice for your Customers where possible
- Provide high standards of service (*3)
- Provide prompt, convenient service and access which suits your Customers
- Deal willingly and positively with anything that goes wrong
- Communicate effectively to your Customers
- Provide value for money for your Customers
- Put things right when they go wrong (Complaints Management)
CHARTS of DATA
1st Rule of Courtesy:
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What “Bugs” you?
9/39 responses
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What is best?
5/35 responses
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Single improvement preferred? (5/36 responses)
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Single worst ?
(5/34 responses)
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- Young assistants asking personal questions and providing generic brands without asking if that is what you want.
- being ignored when I'm waiting to be served - even an acknowledgement that I'm waiting is nice!
- The third degree I get when either filling out a script or asking for over the counter medication - the assistants ask many personal questions ( often more than a dr) - I know what I want and I just want it!
- the condescending superficial smile as they push some ineffectual quack preparation that has the best margin, or is overstocked, and is probably ineffectual.
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- I prefer a small pharmacy as there is more personal attention and better customer service
- Not pestered too much by staff. If waiting for a script, you have time to peruse cosmetics. otherwise I don't give myself this "play" time.
- My local is great, friendly and not pushy
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- To consistently, through all pharmacies, provide privacy at the prescription desk. Most try but do not always succeed. 16 Stop asking all of the questions when you get a script filled.
- Stop asking all of the questions when you get a script filled.
- remove all the other customers and just focus on me!!!!!
-
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- Kids running around unsupervised.
- Being ignored.
- Pharmacists that are unintelligible/accents too strong.
- Speak loudly about my medications, so that others in store could overhear.
- Whatever medical issue you discuss with your doctor, you end up going for medication/scripts/supplies to your local pharmacy, and while you have discussed it in private with your doctor, you get to discuss/disclose it again in public as you talk to the pharmacy staff about what you need to get.
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1st Rule of Courtesy (continued):
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What “Bugs” you?
9/39 responses
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What is best?
5/35 responses
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Single improvement preferred? (5/36 responses)
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Single worst ?
(5/34 responses)
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- Quite often when going to a pharmacy it's a personal issue, requiring some, privacy and staff in pharmacies need to be more aware of this.
- Filling prescriptions. The process can be extremely uncomfortable. Discretion and maintaining customer confidentiality should be paramount. If the pharmacist has concerns that a customer is wanting to purchase an over the counter medication that is incompatible with medication the customer is already taking, ask the customer to come to one side and mention that fact to her/him. Don't say "you're on blood pressure medication so I shouldn't sell you these tabs whilst you're taking those. Whilst I understand the good intention of the pharmacist, I don't want every Tom, Dick and Harry standing behind me (that I can't see) knowing that I have a blood pressure issue. It also feels like the pharmacist is training junior staff on what to say to customers as I am told that there is often a shopper working as a customer check to see I am being given the correct information or the chemist and staff member can be reported. Just remember to be discrete, respectful and honour confidentiality.
- I don't much like the very 'supermarkety' practice in some chains eg Priceline. On the whole though, the 3 or 4 different pharmacies that I frequent in the Karrinyup, Gwelup and Innaloo neighbourhoods, provide good service and meet my needs very well.
- often nonchalant staff
- Some treat me as if I don't know my own mind - I am old therefore know nothing
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- We have used the same pharmacy for 31 years. They have generally provided good customer service, always friendly and welcoming. But they are small, so it is a very personal service. We would never change to the 'chain' pharmacies.
- personal service.
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- Maybe find ways to make getting stuff more discreet. You can be a bit out in the open.
- Respect my privacy. Be discrete.
-
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2nd Rule of Being Helpful:
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What “Bugs” you?
(2/39 responses)
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What is best?
(3/35 responses)
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Single improvement preferred?
(9/36 responses)
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Single worst ?
(2/34 responses)
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- lack of assistance from staff
- When l ask for an item I've been using forever cos it does the job to be asked what l need it for & how much do you use & a shit load of other questions then to be told too many ppl use for other than it's purpose so soon it won't work properly try this brand. How about l just walk out n go to another chemist that will sell me what l ask for without the third degree (which is what l do).
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- I choose to shop at pharmacies where the staff are experienced and the pharmacists are available and helpful.
- my pharmacy is really helpful and knows me by name.
- The Pharmacists are usually pretty helpful and can provide really good advice.
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- worry about me rather than themselves.
- Have an assistant out on the floor to advise on product choice.
- Rule of Providing Information
- Availability of a nurse to answer minor medical queries.
- Retain informed staff who are also pleasant in their customer service.
- Good customer service, a good knowledge of prescription and shelf products sold
- Clearly indicate groups of products; eg. orthotics, or vitamins etc..
- Staff to know their products....
- have sufficient knowledgable staff.
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- Third degree when asking for over the counter meds - i.e. cold tablets
- unhelpful staff.
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3rd Rule of Consulting with/asking your Customers:
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What “Bugs” you?
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What is best? (1/35 responses)
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Single improvement preferred?
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Single worst ?
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|
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- Personal service, assistants who listen attentively and offer suggestions as appropriate, those who go out of their way to ensure that they provide whatever it is that I'm seeking, whether it's a particular product or service.
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None
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None
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4th Rule of Providing Information:
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What “Bugs” you?
(3/39 responses)
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What is best?
(4/35 responses)
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Single improvement preferred?
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Single worst ?
(3/34 responses)
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- Getting pharmacists who are unintelligible. Being asked if I've had the script before and then being told how to take the medication (the doctor has already said that).
- Poor staff knowledge.
- too hard to find what you want easily and staff who know their product to assist.
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- Availability of expert advice
- Informative pharmacists
- Knowledge and skill of the pharmacy staff - especially if attending the same pharmacy.
- Staff are usually knowledgable. There's a remedy for just about every problem under the sun. Jelly beans.
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None
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- when I ask for a product for a particular purpose and the assistant has to go ask someone even on the simplest of things.
- Lack of care and knowledge by sales persons.
- staff who either do not know stock or have knowledge of products and staff who have superior attitudes.
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5th Rule of Being Upfront and Honest:
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What “Bugs” you? (1/39 responses)
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What is best?
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Single improvement preferred?
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Single worst ?
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- No separation of therapeutic and unproven medicines
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None
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None
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None
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6th Rule of Offering Choice to Customers:
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What “Bugs” you?
(2/39 responses)
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What is best?
(7/35 responses)
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Single improvement preferred?
(2/36 responses)
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Single worst ?
(3/34 responses)
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- I rarely shop at pharmacies except to fill a prescription. in these cases the service is always adequate. I guess the only thing that annoys me is the vast array of vitamins, supplements etc on display, however that is a very personal thing because I don't believe in taking that type of thing.
- When the pharmacist replaces your prescribed drug with a generic brand without asking you. An example; someone takes Indocid, 3 times a day. The original brand is available on sheets, where it is easy to keep track of how many you have taken. The only generic brands we have been offered are in containers - impossible to know whether you have already taken you tablet. When you are working hard, tired and expected to keep track of drug usage, this is a problem.
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- variety of items
- big variety
- Choice, huge choice
- range of products.
- Variety of items.
- They have a broad range of personal and self-care items and there is knowledgable assistance in hand if I need it.
- getting the medication I need
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- Don't presume that your customers want a generic product!!!
- Sell more range of good quality supplements.
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- Negotiating for stronger medicines.
- Clutter.
- Don't give generic products without checking with the customer!!!
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7th Rule of Providing High Standards including:
i. Standard practice of being available at convenience of customers (includes availability/waiting times/promptness/turnaround/ease-to-move):
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What “Bugs” you?
(9/39 responses)
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What is best?
(6/35 responses)
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Single improvement preferred?
(15/36 responses)
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Single worst ?
(4/34 responses)
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- Slow dispensing times, long queues, staff who don't know the products.
- The inexperience of so many of the staff in these shop, the amount of time it takes for medications to be got ready considering that the pharmacist no longer has to create the medication just take it off the shelf
- The very large pharmacies like Chemart or similar, the wait time or usually at least 10 minutes, the idea being you will spend more by purchasing shelf items.
- Store layout
- The spread - the feeling of being overwhelmed when I walk into the shop
- The wait time for scripts and the variation in price for scripts at different pharmacies.
- Nothing in particular, other than if a non-prescription product is out of stock or not stocked by that chemist chain
- or independent shop.
- My biggest frustration with our local pharmacy is that it seems as soon as I get my head around the layout, it gets changed. Really frustrates me to have to search for things all the time.
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- Usually well stocked and provide personal assistance
- Different goods from supermarkets due to feudal trading regulations.
- Having access to a pharmacist
- Often a one stop shop for many pharmaceuticals and health items.
- It is a simple transaction and the results almost always match the expectation.
- I like the one stop shop concept to buy cosmetics, scripts and health supplements.
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Service speed:
- shorter waiting times for scripts.
- shorter wait time for prescription collection
- Clearly indicate groups of products; eg. orthotics, or vitamins etc
- Speed up the service experience.
- Prompt service.
- Shorter waits for prescriptions.
- faster service.
- Show me a reason to prefer them eg a comparison of their tissues price and that of supermarket ec.
- improve dispensing workflow.
Convenience
- Longer opening hours
- A few chairs to sit on while waiting.
- Keep getting the prescriptions dispensed correctly!
- Not carry the prescription straight over to the prescription straight over to the till
- Have stock well displayed and enough staff to assist promptly
- Don't become supermarkets.
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- The wait time.
- Not interested in generic brands and having them pushed onto you.....
- the other customers in the queue.
- Finding myself staring at condoms when I was trying to look for soap. Liking a lipstick but not being able to find the price. I just put it back and walk out.
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ii. Standard practice of dealing willingly and positively when things go wrong
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What “Bugs” you?
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What is best?
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Single improvement preferred?
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Single worst ?
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None
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None
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None
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None
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iii. Standard practice of communicating well by listening and ensuring they understand…
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What “Bugs” you?
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What is best?
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Single improvement preferred?
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Single worst ?
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None
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None
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None
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None
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8th Rule of Value for Money:
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What “Bugs” you? (4/39 responses)
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What is best? (1/35)
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Single improvement preferred? (2/36)
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Single worst ? (7/34 responses)
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- It's expensive. Telling the difference between a sales pitch and something which might work is not always easy.
- The cost
- some cheaper than others
- I have the feeling that items are more expensive than at supermarkets.., but no evidence on which to base this.
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- Specials on good supplements
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- cheaper prices.
- Show me a reason to prefer them eg a comparison of their tissues price and that of supermarket etc.
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- The cost.
- They always seem to be expensive
- paying $4.50 for a 20c watch battery.
- prices some charge.
- prices.
- When there are too many customers waiting for prescriptions to be filled (doesn't happen often in my experience, but when it does it's irritating.
- cost.
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9th Rule of Putting Things Right When the go Wrong
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What “Bugs” you?
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What is best?
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Single improvement preferred?
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Single worst ?
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None
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None
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None
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Q3. What “bugs” you about Shopping at Pharmacies?
39 responses
This chart shows that issues of
courtesy annoy the respondent customers with 23% responding. As well, the rule of standards is considered annoying to customers. The rule of
high standards includes availability/waiting times/promptness/turnaround/ease-to-move around shop. The service rule of
value for money is mentioned here - which matches the responses to the views of this issue being single worst aspect of service in Pharmacies (Q6).
Q4. What is the best thing about shopping at Pharmacies?
35 responses
Aspects of the service rule of
Courtesy are mentioned in responses to this question (5/35 responses, 14%). The service rule of
Offering Choice is considered a good aspect of service in pharmacies (7/35 = 20%); and, especially in smaller pharmacies where it is reported a more personalised service is possible. 6/35, or 17% report that
high standards of service is a positive aspect of service in pharmacies.
Q5. What is the single thing that Pharmacies could do to make it easier for you to be their customer?
36 responses
In this chart, it can be seen expressed the view that
Standards of SERVICE require improvement by respondents (15/36 = 42%). The comments provided show that wait-times for prescriptions is a key service factor here. Of lesser concern is that of the service rule of
Helpfulness with 25% (9/36) referring to this.
Q6. What is the single worst thing about shopping in Pharmacies?
34 responses
In this graph, the service rule of
Standards rates 20% of comments (7/34). This aligns with comments under almost each of the 4 key service questions in this poll. The service rule of
Courtesy again rates mention in this question set (14% responses). This is largely due to the lack of privacy afforded customers when discussing private health issues in the pharmacy context, and in the presence of other customers.
SUMMARY
This is a very brief overview of the results of the survey.
The feedback is reportedly similar to that which is already understood in the industry - the challenge is what can be done to improve practices in those areas where customers would wish for change.
There was a large and detailed amount of information offered by the respondents to this mini online survey. The method employed and demonstrated for the Pharmacy Guild exercise is called Voice of the Customer” (VoC), and reports customer feedback comments in their “raw” state; and , without imposing any sort of artificial business language on the concepts offered by respondents. So-called “satisfaction” in service is simply not able to be validated in a statistical sense. Thus, there is no attempt or intent to use amorphous, overused words like “satisfaction” in place of the customer’s words.
This method can be employed in any industry and in any business context including the public sector.
Further information can be sourced by contacting the author, Jillian Mercer of Service Transformation.
