CUSTOMER SERVICE (1-3 PHARMACIES) WHITEHOUSE PHARMACY, LONDONDERRY


supported by


Whitehouse Pharmacy celebrate their success alongside Eamonn Holmes, Brian Morgan, Director of UK and Ireland Business, KISS Cosmetics and UCA President, Cliff McElhinney


Since it is located in one of derry/londonderry’s many retail parks, Whitehouse Pharmacy has to compete with many other businesses and so it is vitally important that its appearance is both appealing and attractive. fortunately the winner of this year’s customer Service (1-3) award more than meets these criteria.


Whitehouse Pharmacy is located in the city’s Whitehouse retail Park in an area which is well-lit and easy to access. the large sign at the entrance to the retail park clearly highlights the presence of the pharmacy, making it instantly recognisable to both existing and new patients.


the presence of a footpath around the corner means that wheelchairs have access to the pavement with no additional steps into the pharmacy, making it both wheelchair and pushchair friendly. the mystery shopper who judged this category was immediately struck by the pharmacy’s appearance on initial approach. from the candles and scented items that were strategically placed near the entrance, to the automatic glass doors, the first impressions of the pharmacy were both bright and welcoming.


Inside, the set-up of the pharmacy created a very welcoming atmosphere, with well-lit displays and neatly-stacked shelves. Each product area was displayed in an attractive manner, with both branding and pricing clearly visible, making it easy for customers to shop without unnecessary assistance.


30 - PharMacY In focUS


the welcoming appearance of the pharmacy was matched only by the warmth of the welcome from the pharmacy staff, who greeted the mystery shopper immediately on their entrance. Both of the team members in the pharmacy greeted the shopper’s presence with a smile, even though both were occupied at the time in carrying out tasks. the pharmacy assistant actually moved around to the front of the counter to say ‘hello’, before giving the shopper a few more moments to browse the shelves.


the appearance of the team members also impressed the shopper. Both members of staff appeared neat and tidy, with the pharmacy assistant wearing a tunic with a name badge visible. When it came to the ‘medical issue’, the shopper was very impressed with the service provided. on approaching the counter, they asked for a product that would help with muscular knee pain, explaining that they had hurt their knee at the gym. the assistant, who turned out to be pharmacy owner, daphne cooke, asked if the pain was muscular or joint related and the shopper explained that it was a muscular pain. daphne recommended ibuprofen and provided advice on how to apply and use it. She also advised that the shopper take some paracetamol with the gel in order to help ease the pain.


the shopper found daphne’s service both caring and informative, and felt that she showed genuine empathy for her situation. the advice that she provided gave the shopper the confidence to deal with their ‘injury’.


having dealt with the ‘injury’, the shopper then asked about an additional product ‘Eyelergy’. daphne immediately went to the eye section on the shelf and produced a few different products, reading each one carefully, before coming forward and suggesting an alternative. the shopper explained that it was a specific brand that they were looking for and so daphne went to the back of the pharmacy and consulted with the pharmacist. She then returned to explain that the specific brand requested was not available but that the pharmacy could provide alternatives that would do a similar job.


overall, the shopper’s impression of the pharmacy and the team members was an extremely positive one, with the shopper giving extremely high marks for presentation, customer service, sales skills, politeness and product knowledge: scores with which, needless to say, mother and daughter team, Sandra and daphne cooke, are delighted.


‘our patients are our primary concern at all times,’ says Sandra, ‘and every member of our team is always focused on answering any queries that a patient may have, but, above all, on simply ‘being there’ for that person regardless of what their query may be. We are very cognisant of the fact that we may be the only person that that patient speaks to in a day and so we want to make them feel listened to and appreciated. this award is such a reward for us but it is our patients who ultimately gain the maximum benefits, and that makes us extremely proud.’


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