Lesson 1.1. Principles of Good Customer Service

Immunization

PHARMACY SERVICES WITH DIRECT PATIENT INTERACTION

a. New recent innovation

b. Obsolete, not practiced often

c. correct interpretation of the order for prescribed medicines and accurate preparation and labelling of medicines for use by the patient

d. Frontline of patient care

e. Services done that are unexpected by the patient/customer. (e.g., drive-thru, self-service area, offering general merchandise, parking space)

f. Practice of pharmacy at bedside, direct patient instruction, pharmacist administer the drugs (not nurses)

g. Detecting, assessing, understanding, and preventing adverse effects of drugs

a = ?

Patient Counseling

PHARMACY SERVICES WITH DIRECT PATIENT INTERACTION

a. New recent innovation

b. Obsolete, not practiced often

c. correct interpretation of the order for prescribed medicines and accurate preparation and labelling of medicines for use by the patient

d. Frontline of patient care

e. Services done that are unexpected by the patient/customer. (e.g., drive-thru, self-service area, offering general merchandise, parking space)

f. Practice of pharmacy at bedside, direct patient instruction, pharmacist administer the drugs (not nurses)

g. Detecting, assessing, understanding, and preventing adverse effects of drugs

b = ?

Dispensing

PHARMACY SERVICES WITH DIRECT PATIENT INTERACTION

a. New recent innovation

b. Obsolete, not practiced often

c. correct interpretation of the order for prescribed medicines and accurate preparation and labelling of medicines for use by the patient

d. Frontline of patient care

e. Services done that are unexpected by the patient/customer. (e.g., drive-thru, self-service area, offering general merchandise, parking space)

f. Practice of pharmacy at bedside, direct patient instruction, pharmacist administer the drugs (not nurses)

g. Detecting, assessing, understanding, and preventing adverse effects of drugs

c = ?

Pharmacist

PHARMACY SERVICES WITH DIRECT PATIENT INTERACTION

a. New recent innovation

b. Obsolete, not practiced often

c. correct interpretation of the order for prescribed medicines and accurate preparation and labelling of medicines for use by the patient

d. Frontline of patient care

e. Services done that are unexpected by the patient/customer. (e.g., drive-thru, self-service area, offering general merchandise, parking space)

f. Practice of pharmacy at bedside, direct patient instruction, pharmacist administer the drugs (not nurses)

g. Detecting, assessing, understanding, and preventing adverse effects of drugs

d = ?

Extended Pharmacy Services

PHARMACY SERVICES WITH DIRECT PATIENT INTERACTION

a. New recent innovation

b. Obsolete, not practiced often

c. correct interpretation of the order for prescribed medicines and accurate preparation and labelling of medicines for use by the patient

d. Frontline of patient care

e. Services done that are unexpected by the patient/customer. (e.g., drive-thru, self-service area, offering general merchandise, parking space)

f. Practice of pharmacy at bedside, direct patient instruction, pharmacist administer the drugs (not nurses)

g. Detecting, assessing, understanding, and preventing adverse effects of drugs

e = ?

Clinical Pharmacy Services

PHARMACY SERVICES WITH DIRECT PATIENT INTERACTION

a. New recent innovation

b. Obsolete, not practiced often

c. correct interpretation of the order for prescribed medicines and accurate preparation and labelling of medicines for use by the patient

d. Frontline of patient care

e. Services done that are unexpected by the patient/customer. (e.g., drive-thru, self-service area, offering general merchandise, parking space)

f. Practice of pharmacy at bedside, direct patient instruction, pharmacist administer the drugs (not nurses)

g. Detecting, assessing, understanding, and preventing adverse effects of drugs

f = ?

Pharmacovigilance

PHARMACY SERVICES WITH DIRECT PATIENT INTERACTION

a. New recent innovation

b. Obsolete, not practiced often

c. correct interpretation of the order for prescribed medicines and accurate preparation and labelling of medicines for use by the patient

d. Frontline of patient care

e. Services done that are unexpected by the patient/customer. (e.g., drive-thru, self-service area, offering general merchandise, parking space)

f. Practice of pharmacy at bedside, direct patient instruction, pharmacist administer the drugs (not nurses)

g. Detecting, assessing, understanding, and preventing adverse effects of drugs

g = ?

customer service

act of taking care of the customer's needs by providing and delivering professional, helpful, high-quality service and assistance before, during, and after the customer's requirements are met

building good relationships

The key to good customer service is _____________________ with your customers

positive, helpful and friendly

Thanking the customer and promoting a ______________________ environment will ensure that they leave with a great impression.

spend more

A happy customer will return often and is likely to ___________________.

patient care

providing good customer service is intricately tied to _____________

competitive advantage

Good Customer Service gives an organization or business a ______________ like cost-leadership, differentiation, complete product lines, and defensive strategies.

complete attention

How to provide a good Customer Service? (Leland & Bailey, 2006)

a. Provide customers your __________________

b. Use _________________

c. Avoid other ____________

d. _____________________ to a patient or customer if a mistake was made by you or the pharmacy

e. Convey ___________________ when speaking over phone

a = ?

eye contact

How to provide a good Customer Service? (Leland & Bailey, 2006)

a. Provide customers your __________________

b. Use _________________

c. Avoid other ____________

d. _____________________ to a patient or customer if a mistake was made by you or the pharmacy

e. Convey ___________________ when speaking over phone

b = ?

activities

How to provide a good Customer Service? (Leland & Bailey, 2006)

a. Provide customers your __________________

b. Use _________________

c. Avoid other ____________

d. _____________________ to a patient or customer if a mistake was made by you or the pharmacy

e. Convey ___________________ when speaking over phone

c = ?

Sincerely apologize

How to provide a good Customer Service? (Leland & Bailey, 2006)

a. Provide customers your __________________

b. Use _________________

c. Avoid other ____________

d. _____________________ to a patient or customer if a mistake was made by you or the pharmacy

e. Convey ___________________ when speaking over phone

d = ?

interest and concern

How to provide a good Customer Service? (Leland & Bailey, 2006)

a. Provide customers your __________________

b. Use _________________

c. Avoid other ____________

d. _____________________ to a patient or customer if a mistake was made by you or the pharmacy

e. Convey ___________________ when speaking over phone

e = ?

regular repeat orders

Why is customer service important?

a. good external customer relations are likely to mean _____________________.

b. increased ___________ results in bigger turnover and increased market shares.

c. good publicity enhances the organization’s ______________.

d. all organization can benefit from ______________.

a = ?

customer loyalty

Why is customer service important?

a. good external customer relations are likely to mean _____________________.

b. increased ___________ results in bigger turnover and increased market shares.

c. good publicity enhances the organization’s ______________.

d. all organization can benefit from ______________.

b = ?

reputation

Why is customer service important?

a. good external customer relations are likely to mean _____________________.

b. increased ___________ results in bigger turnover and increased market shares.

c. good publicity enhances the organization’s ______________.

d. all organization can benefit from ______________.

c = ?

good publicity

Why is customer service important?

a. good external customer relations are likely to mean _____________________.

b. increased ___________ results in bigger turnover and increased market shares.

c. good publicity enhances the organization’s ______________.

d. all organization can benefit from ______________.

d = ?

Customer

• most important person in the company

• they aren’t dependent on us, we are dependent on him

• the purpose of our work, giving us the opportunity to serve him

• is not someone to argue with

• is someone who brings us his wants, and it is our job to handle them profitably

• a human being with emotions and feelings

• is the lifeblood of every business

patient

• being more reliant on a pharmacist

• more desiring of a personal relationship with a pharmacist than a customer

Impulsive and Friendly Type

• Buys without much thought, usually based on mood or attraction.

• Easy to approach; appreciates friendliness.

• Example: Patient buying vitamins because the packaging looks good.

Deliberate Type

• Thinks carefully before buying.

• Likes to compare options and ask questions.

• Example: Patient checking prices and alternatives before buying a medicine.

Confident and Decided Acting Customers (Decided (Pre-sold) Customer)

• Already knows what to buy before entering.

• Example: Patient with a prescription, directly asking for the medicine.

Confident and Decided Acting Customers (Confident (Know-it-all) Customer)

• Acts like they know everything.

• May challenge or correct the seller.

• Example: A patient insisting they know the “better brand” than what is recommended

Undecided and uncertain customers (Conformist Type)

• Follows what others do or say.

• Example: Buys a supplement because a friend recommended it.

Undecided and uncertain customers (Shopping type)

• Moves around looking at many products before choosing.

• Example: Patient checking several skincare products before buying one.

Undecided and uncertain customers (Casual/Window Shoppers)

• Just browsing, not serious about buying.

• Example: Customer asking about prices but not intending to purchase yet.

Friendly and talkative customers

• Likes to chat and socialize while buying.

• Example: Patient who stays long, sharing stories while choosing medicine

Silent or talent customers

• Does not speak much; may be hesitant.

• Needs gentle encouragement.

• Example: A patient quietly handing a prescription without saying a word.

Impatient, nervous or irritable customer

• In a hurry, easily irritated if delayed.

• Example: Patient complaining about long pharmacy lines.

Suspicious customer

• Distrustful, questions quality or price.

• Example: Asking repeatedly if the medicine is authentic or safe.

High-roller customer

• Big spender; often buys premium products.

• Example: Patient preferring imported brands and not minding the price.

Transactional customer

• Focused only on the product, price, or speed of service.

• Example: Someone who just wants the medicine fast and cheap.

Relationship customer

• Values trust, friendliness, and personal connection.

• Example: Loyal patient who returns because of good service.

Information customer

• Wants detailed knowledge before buying.

• Example: Asks about dosage, side effects, or comparisons.

Partnership customer

• Wants to work together long-term (like a collaborator).

• Example: Clinic or regular bulk buyer building a relationship with the pharmacy.

New and Repeat Customer

Company sales comes from two groups

Golden rule

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

a = ?

needs and wants

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

b = ?

hassle

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

c = ?

promptly

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

d = ?

dignity, empathy, and respect

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

e = ?

mistakes

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

f = ?

Apologize

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

g = ?

overdeliver

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

h = ?

first time

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

i = ?

Actively

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

j = ?

important and appreciated

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

k = ?

understand

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

l = ?

ways to help

PRINCIPLES FOR ENSURING GOOD CUSTOMER SERVICE — Friedman (2010); Tipton (2009); Umiker (1998)

a. _________ of customer service

b. Anticipate patients’ and customers’ ___________

c. Solve patient and customer problems without ___________

d. Solve patient and customer problems _________

e. Treat patients and customers with ____________________

f. Correct ___________ when they are made

g. _____________ for mistakes when they are made

h. Underpromise and ___________

i. Do work right the _______________

j. ________________ listen to patients and customers

k. Make patients and customers feel _________________

l. Help patients and customers ___________ how your pharmacy works

m. Always look for ________________ patients and customers

m = ?

Customer Care Strategy:

Ensures that the customer gets:

a. What they want

b. The product to the standard and specification that they want.

c. With predictable quality or reliability

d. At a price which suits their needs.

Reliability

Receiving the promised service dependently and accurately

How Reliability can be met

Accurate prescription filling and patient counseling

Responsiveness

Receiving help and promote service

How Responsiveness can be met

Staff who are eager to help patients and customer any way they can

Assurance

Knowledgeable and courteous employees who convey trust and confidence

How Assurance can be met

Staff who are knowledgeable about the location of products in the store and help customers find products

Empathy

Caring, individualized attention; appreciating a patient’s or customer’s circumstances and feeling without criticism or judgement

How Empathy can be met

Acknowledging that patients may be sick, scared, confused, worried, and responding to their feeling

Tangibles

The appearance of physical facilities, equipment, personnel, and communication materials

How Tangibles can be met

Using spare minutes in the day to wipe shelves or counters; providing medication information that is easy to understand and read

Friendliness

Polite and courteous treatment

How Friendliness can be met

upbeat staff; calling patients by their name; having packages ready as patients and customers walk to the counter

Fairness

Fair treatment from service providers

How Fairness can be met

Helping patients and customers in order of their arrival at the pharmacy

Control

The patient’s or customer’s need to have an impact on the way things turn out

How Control can be met

Letting patients know that the remainder of a partial fill will not be available for two days

Options

The patients or customer’s need to feel that other options are available

How Options can be met

Ordering products for patients and customers when necessary

Information

The patient’s or customer’s need to be educated and informed about products, policies, procedures

How Information can be met

Patient counseling and patient information to take home

prescriptions

PHARMACY ISSUES THAT ARE IMPORTANT TO PATIENTS

a. filling ___________ accurately and efficiently,

b. overall ________________

c. _______________ were most important to patients

d. prescription ____________

e. printed _________________

f. additional _________________

a = ?

convenience

PHARMACY ISSUES THAT ARE IMPORTANT TO PATIENTS

a. filling ___________ accurately and efficiently,

b. overall ________________

c. _______________ were most important to patients

d. prescription ____________

e. printed _________________

f. additional _________________

b = ?

pharmacy staff

PHARMACY ISSUES THAT ARE IMPORTANT TO PATIENTS

a. filling ___________ accurately and efficiently,

b. overall ________________

c. _______________ were most important to patients

d. prescription ____________

e. printed _________________

f. additional _________________

c = ?

pricing

PHARMACY ISSUES THAT ARE IMPORTANT TO PATIENTS

a. filling ___________ accurately and efficiently,

b. overall ________________

c. _______________ were most important to patients

d. prescription ____________

e. printed _________________

f. additional _________________

d = ?

health information

PHARMACY ISSUES THAT ARE IMPORTANT TO PATIENTS

a. filling ___________ accurately and efficiently,

b. overall ________________

c. _______________ were most important to patients

d. prescription ____________

e. printed _________________

f. additional _________________

e = ?

medical services

PHARMACY ISSUES THAT ARE IMPORTANT TO PATIENTS

a. filling ___________ accurately and efficiently,

b. overall ________________

c. _______________ were most important to patients

d. prescription ____________

e. printed _________________

f. additional _________________

f = ?

balance

Pharmacy Issues requires pharmacies and their staff to achieve a ____________ between ensuring customer satisfaction by being accurate, efficient, and convenient, and also focusing on patient care and expanding services to improve health outcomes.

free parking

Added customer services are:

a. ____________ with adequate security

b. extension of ______

c. _____________ service

d. order filled up through ____________

e. _______ service

f. __________________ privilege

g. __________

a = ?

credit

Added customer services are:

a. ____________ with adequate security

b. extension of ______

c. _____________ service

d. order filled up through ____________

e. _______ service

f. __________________ privilege

g. __________

b = ?

free delivery

Added customer services are:

a. ____________ with adequate security

b. extension of ______

c. _____________ service

d. order filled up through ____________

e. _______ service

f. __________________ privilege

g. __________

c = ?

phone

Added customer services are:

a. ____________ with adequate security

b. extension of ______

c. _____________ service

d. order filled up through ____________

e. _______ service

f. __________________ privilege

g. __________

d = ?

gift wrapping

Added customer services are:

a. ____________ with adequate security

b. extension of ______

c. _____________ service

d. order filled up through ____________

e. _______ service

f. __________________ privilege

g. __________

e = ?

return and exchange

Added customer services are:

a. ____________ with adequate security

b. extension of ______

c. _____________ service

d. order filled up through ____________

e. _______ service

f. __________________ privilege

g. __________

f = ?

warranty

Added customer services are:

a. ____________ with adequate security

b. extension of ______

c. _____________ service

d. order filled up through ____________

e. _______ service

f. __________________ privilege

g. __________

g = ?

Therapy Management

Added customer services in Pharmacy setting
a. Medication _________________

b. Medication _________________

c. ______________________ Initiatives

a = ?

Adherence Programs

Added customer services in Pharmacy setting
a. Medication _________________

b. Medication _________________

c. ______________________ Initiatives

b = ?

Disease State Management

Added customer services in Pharmacy setting
a. Medication _________________

b. Medication _________________

c. ______________________ Initiatives

c = ?

service failure

• Failing to meet the expectations of a patient or customer

• patients and customers not getting what they expected or were promised

• having to wait longer than they expected or were promised

• rude, patronizing, or indifferent treatment from a pharmacy staff member

Service criticality

magnitude of the consequences of a potential service failure to the patient or customer

High-criticality service failures

• also known as catastrophic prescription errors in the pharmacy

• causing severe harm that is irreversible (Tipton et al.,2003)

• are emotionally disturbing in addition to being potentially or actually life-threatening

• Implications include loss of trust in the pharmacist and/or pharmacy, injured public image, spread of negative word-ofmouth, legal action, board of pharmacy action, as well as loss of customers and profit

Service recovery

• attempt to correct the service failure and make things right for the patient or customer

• effort to “alter the negative perceptions of dissatisfied customers”

• requires going above and beyond to satisfy the patient or customer

• maintain a business relationship with these customers