managing the pharmacy service performance
TRANSCRIPT
Managing Service Performance
David Holdford, RPh, MS, PhDProfessor, School of PharmacyVirginia Commonwealth University
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Slides to Accompany Chapter 8 of “Marketing for Pharmacists”
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Learning ObjectivesList some causes of poor pharmacy service
Discuss what elements are necessary for a pharmacy to provide good customer service
Describe the characteristics of good service employees
Justify the link between internal marketing and business profitability
Define the following terms: customer-oriented culture, service–profit cycle
Design a continuous quality improvement plan for pharmacist services
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Bad Customer Service at CVS
The attached link describes an analysis by a CVS customer of badservice received. It could have happened at any pharmacy. Thevideo has good lessons for any pharmacist interested in bettercustomer service.
https://www.youtube.com/watch?v=ZozV-n4h5CU
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PHARMACY IS A SERVICE PROFESSION
And service differentiates one pharmacy from the next
Not all pharmacies provide good service
Poor service is a failure of pharmacists to meet their professional responsibilities
It cannot be tolerated—by pharmacists, patients, payers, or pharmacy managers
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SERVING PATIENTS IS DIFFICULT BUT…
Pharmacists need to be tolerant and compassionate, responding respectfully and professionally to patients
Pharmacists who fail to provide patient centric care put patients at risk of poor health outcomes
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CAUSES OF POOR SERVICELack of awareness and self-control
Poor training
“Wrong fit”
Bad service system
ELEMENTS OF GOOD CUSTOMER SERVICE
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ELEMENTS OF GOOD CUSTOMER SERVICE
1. Customer-oriented organizational culture
This is where everyone recognizes that the organization exists for one reason: to serve the customer
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Does Customer-Oriented Mean…?
"Rule #1 -- The Customer is Always Right.”
“Rule #2 - If the Customer is Ever Wrong, Re-Read Rule #1."
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ELEMENTS OF GOOD CUSTOMER SERVICE
2. Service Leadership
Leaders need to support initiatives to improve service because…
Leaders set priorities
Leaders communicate vision
Leaders inspire and motivate
12http://www.cbsnews.com/video/watch/?id=6554219n&tag=related;photovideo
http://www.cbsnews.com/video/watch/?id=6554219n&tag=related;photovideo#ixzz0sAXD2rGW
The link above illustrates how Zappos.com CEO Tony Hsieh’s leadership creates both passion and profits
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ELEMENTS OF GOOD CUSTOMER SERVICE
3. Investment in Training & Development
Good service requires people who know what they are doing
Training…
Increases competence & confidence
Makes job the more interesting & fulfilling for employees
Enhances employee career mobility and opportunities
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ELEMENTS OF GOOD CUSTOMER SERVICE
4. Teamwork between service employees. Teamwork is necessary because it…
Lowers stress caused by the job and it….
Helps develop better service solutions
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ELEMENTS OF GOOD CUSTOMER SERVICE
5. Selecting and Keeping Good Employees
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http://palsweb.com/
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ELEMENTS OF GOOD CUSTOMER SERVICE
6. Internal Marketing
Quote supporting Internal Marketing
"... Our first priority should be the people who work for the companies, then the customers, then the shareholders.
Because if the staff are motivated then the customers will be happy, and the shareholders will then benefit through the
company's success."
- Richard Branson, Chairman, Virgin
MarketingPower.com" [email protected] 10/28/03
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Internal Marketing at CVS
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ELEMENTS OF GOOD CUSTOMER SERVICE
7. Well-Designed & Well-Run Service SystemsLean Management Processes
Quality Improvement
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SummaryGood pharmacy services do not just happen
They require much effort on the part of leaders, managers, and pharmacists
SEE ‘MARKETING FOR
PHARMACISTS’ FOR
MORE DETAILS
D HOLDFORD