Are your customer service levels a mystery to you?
August 9, 2010
Operating in a business day to day, it
becomes very easy to develop ‘blind
spots’ to some of the key elements
that should be in place for any
pharmacy to succeed; these include
customer service, the appearance and
message that your store is
communicating to your customers as
well as the product knowledge and
professional expertise of your staff.
When was the last time you stood in
front of your pharmacy and observed
it from a customer perspective?
If your answer to that question is “I
can’t remember” you are certainly not
alone but it is time to do something
about it, because you can guarantee
that your competitors are.
A Mystery Shopper program is used
to gain objective insight into the
shopping experience of customers in a
store.
These programs are easy to
implement and the results are strongly
correlated to the financial
performance and direction of your
business.
In our experience we have found
that the following 4 focus areas
provide the best data:
1. Customer Attention
2. Engaging the customer
3. Matching needs
4. Closing the sale
To get the most out of assessment
tools, the results should be utilised to
determine essential staff training,
retail focus points, further product
knowledge required and marketing
campaign effectiveness.
Remember, if you’re not measuring
your customer’s experience in your
store, you’ll never really know what is
or isn’t working.
More importantly, if you don’t act on
the results, you are not actively
working towards business success.
instigo is a
consulting company
that focuses on
three areas of retail
pharmacy
specialisation:
people, marketing
and retail solutions.
For more
information visit www.instigo.com.au
or call instigo on 02 9248 2600.
This
week’s contributor is Shannon Kerr,
Marketing Manager at instigo.
The above article was sent to subscribers in Pharmacy Daily's issue from 09 Aug 10To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 09 Aug 10
