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.
Barry Klein, RpH, MS Pharmacy Management President of Klein’s Pharmacy and Medical Equipment Company in Akron and Cuyahoga Falls, OH, said in an interview that he is always looking to improve customer satisfaction in his stores because “customer satisfaction is so important to any retail business.”
The biggest driver in increasing customer satisfaction for Klein was his staff members being more aware of customer satisfaction levels. “The most important thing for the staff is that customer service is always being monitored” he said. He stressed that because the staff members knew that customer satisfaction was being constantly monitored, they were more focused on providing an excellent customer experience. He said that if any of his stores drop below 90% satisfaction, the manager of that store is responsible for looking into what went wrong that week and what can be improved.
He says that the data is valuable because it allows his staff and managers to track it down to days or even hours to pinpoint what needs to be improved at very specific times. He added that it was because of the anonymity of the feedback terminal that he received enough responses to make the data valuable.
However, as Dizon stressed, a customer-first attitude does not imply an employee-last attitude. Rather, “employee satisfaction goes hand-in-hand with customer satisfaction.” This is true regardless of profession.
“Engaged employees create engaged customers,” Rhett Majoria, RPh, Co-owner and Chief Pharmacist of the Majoria Drugs chain in Louisiana said. “At the store level, the presence of feedback terminals made everyone more aware of their interactions with customers, especially since we post the weekly results on our staff board and discuss results in our meetings. Also, any time we hit 100% in customer satisfaction, we email the staff and it serves as a ‘great job’ dopamine hit!”
Klein echoed this sentiment as well. He started a competition with his stores to see which store could achieve the highest levels of customer satisfaction, and once a quarter the highest store wins a prize, like choosing a place to all go out together.
In addition to employing a customer-first attitude, HappyOrNot made a series of recommendations for pharmacists to increase customer satisfaction. When looking to increase customer satisfaction, consider factors like:
- Staff friendliness
- Wait time
- Having knowledgeable and informative staff
- Readiness of medication or its generic brand
- Ease of refill
- Cost competitiveness
- Wellness center or preventive care options
So what should pharmacists take away from this? Founder and CEO of HappyOrNot, Heikki Väänänen summed it up: “Many of our clients acknowledge that measuring, tracking, and improving customer experiences is a worthy goal as it boosts loyalty, drives higher conversions and, ultimately, increases revenue.”
“They also realize that in order to improve quality, increase market share, optimize service, they must align all aspects of the organization in an effort to improve and manage performance.”