Customer Service Awards 1-3 Pharmacies
Mystery Shopping and the benefits to your Pharmacy business O
utstanding customer service is vital for the continued success of any business. The Customer
Service Awards for 1-3 Pharmacies, supported by Consilient Health, and 4+ Pharmacies supported by Wockhardt, recognise both independent and multiple pharmacies that can demonstrate commitment to providing the very highest level of customer service and in doing so be described as truly customer focused.
These Awards are in recognition of pharmacies with a genuine and innovative focus on customer service and care.
It is designed for those who can demonstrate excellent customer service and achievement within that field. These are the only Award categories judged by independent mystery shopping reports.
Here, we take a look at the processes involved with mystery shopping as carried out for these Award categories and the benefits this can bring to your Pharmacy business.
Research shows that it is the quality of human interaction which has the
greatest effect on customers' perception of a company.
Therefore where there is little difference between competing products or services, quality customer service can give the competitive edge.
High customer service standards enable many companies to charge a premium for their products. yet in many ways, good customer service can be a nil cost item. So improved customer service is one route to increased profitability.
Repeat business is another key profit- maker. Repeat business comes from ensuring customers are genuinely completely satisfied with - and preferably pleasantly surprised by - the quality of your product.
Repeat sales save unnecessary expenditure on advertising and promotion to attract new customers.
It is possible to predict that as standards of living rise, the more quality, convenience and service will become important relative to price. An investment in a strategy of quality customer service now is therefore an investment in greater future profitability.
Mystery shopping can, if implemented correctly, not only give a good picture of strengths and weaknesses but it can also be the most effective mechanism for addressing any weaknesses found.
If you are able to identify and correct weaknesses then you will maintain a competitive advantage over your competition by improving customer loyalty and thus increasing sales.
Benefits to Business A mystery shopping programme will allow you to: • Monitor customer service levels on an ongoing basis
• Retain loyal customers • Increase sales • Identify key issues within your organisation
• Survey your competitors • Check staff performance • Reward star employees • Identify staff training needs
Mystery shopping used as part a Continuous Improvement Programme can achieve more change in a shorter timescale than even very expensive options such as staff training courses.
This is because so often the reason staff are not complying with customer
service standards is not because they don’t know how to do their job, nor because they are taking a slack approach, but simply because they don’t get regular feedback.
Using mystery shopping as a Continuous Improvement Programme gives individual staff feedback so they know how they come across to their customers.
It allows you to be proactive in telling staff when they’ve done a good job as well telling staff when you see something that could be handled in a more effective way.
Mystery shopping assessments can provide just that – a piece of paper which gives managers a reason to talk with an individual staff member about their personal customer service style.
Mystery shoppers give you the advantage of a unique form of customer feedback. Consumer research using customers will give you a high quality of data but at the cost of a significant amount of money.
Mystery Shoppers can carry out an audit of your customer service operation which involves regular sampling of your service, with a report
Valerie Jackson, Pharmacist with Bradleys Pharmacy, Dromore told us, “We are so delighted with this Award. We are always trying to give our best for the people of Dromore and to be recognised with this Award has made it all worthwhile and reaffirmed that what we are doing is working!”
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