This document discusses elements necessary for providing good customer service in pharmacies. It lists seven key elements: 1) a customer-oriented organizational culture; 2) service leadership; 3) investment in training and development; 4) teamwork between service employees; 5) selecting and keeping good employees; 6) internal marketing; and 7) well-designed and well-run service systems. The document emphasizes that pharmacies exist to serve customers and poor service can put patients' health at risk. It also provides examples of causes of poor service and how leadership, training, and internal marketing can improve customer satisfaction.

1. Managing Service
Performance
David Holdford, RPh, MS, PhD
Professor, School of Pharmacy
Virginia Commonwealth University

2. Slides to Accompany Chapter 8 of “Marketing for
Pharmacists”
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3. Learning Objectives
List 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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4. 4
Bad Customer Service at CVS
The attached link describes an
analysis by a CVS customer of bad
service received. It could have
happened at any pharmacy. The
video has good lessons for any
pharmacist interested in better
customer service.
https://www.youtube.com/watch?v=ZozV-n4h5CU

5. 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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6. 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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7. CAUSES OF POOR SERVICE
Lack of awareness and self-control
Poor training
“Wrong fit”
Bad service system
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8. ELEMENTS OF GOOD
CUSTOMER SERVICE
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9. 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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10. 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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11. 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
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12. http://www.cbsnews.com/video/watch/?id=6554219n&tag=related;photovideo
http://www.cbsnews.com/video/watch/?id=6554219n&tag=related;
photovideo#ixzz0sAXD2rGW
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The link above illustrates how Zappos.com CEO Tony Hsieh’s
leadership creates both passion and profits

13. 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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14. 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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15. ELEMENTS OF GOOD
CUSTOMER SERVICE
5. Selecting and Keeping Good Employees
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16. http://palsweb.com/
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17. ELEMENTS OF GOOD
CUSTOMER SERVICE
6. Internal Marketing
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18. 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" info@marketingpower.com 10/28/03

19. Internal Marketing
at CVS
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20. ELEMENTS OF GOOD
CUSTOMER SERVICE
7. Well-Designed & Well-Run Service Systems
Lean Management Processes
Quality Improvement
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21. Summary
Good pharmacy services do not just happen
They require much effort on the part of
leaders, managers, and pharmacists
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