If Your Patients are Grumpy on Sundays and Happy on Thursdays, That May be Usual
How a new study from HappyOrNot can help improve your customer satisfaction rates.
To collect the data, feedback terminals from HappyOrNot were used. These wireless terminals transmit data via SIM card to a database, and are generally placed in an easy-to-spot part of the store. They contain only four buttons: smiley or frowny faces designed to allow the customer to quickly and easily indicate their level of satisfaction with their visit that day. The data can then be analyzed by the pharmacy owner. HappyOrNot has been used by over 3000 organizations in more than 100 countries to provide tens of millions of feedback responses, and they serve both small clients and large clients such as McDonald’s and Ikea.
The problem for many pharmacists attempting to collect customer satisfaction surveys was the relatively low feedback response rate. In one example, a pharmacy used written surveys around the store as their means of gauging customer satisfaction, but received very few responses, and mainly negative ones.
However, the data provided by HappyOrNot was surprising to many pharmacists, according to Johnelee Dizon, Marketing Director, Americas for HappyOrNot. Pharmacists were “surprised about the feedback, because they don’t usually hear from satisfied customers,” and hear mainly from people with negative experiences, which leads many to believe their customer satisfaction is lower. The key to the HappyOrNot data is the simplicity of their feedback terminal, designed to maximize the number of customers—both happy and unhappy—that respond.
Overall satisfaction for pharmacies was very high. HappyOrNot found that the benchmark for customer satisfaction in retail stores overall is 85%, but it is much higher in pharmacies—94.6%. This is because “the expectation is higher [for the] level of service that pharmacies provide” said Dizon. Customers have high expectations for a pharmacy, but it appears that these expectations are, overall, being met in most pharmacies.
The data also show that in 2016, customer satisfaction steadily increased month by month—with a brief dip from May through July—from 88.8% to 94.1%.
What do these data mean for pharmacists?
Though customer satisfaction rates do seem to be consistently high in pharmacies, they can always be higher, and more customers can always be served.
For pharmacies with high levels of customer satisfaction, the “common denominator was if they had the culture of customers-first attitude” said Dizon. This attitude “reflected in their customer satisfaction scores.” Simply being willing to adopt this customer-first posture helped many pharmacies increase their customer satisfaction over time.