While this question may sound silly to some, this is actually important information you need to know about your pharmacy. As a business owner, you should continue to assess how your store is performing.
Picture these 2 scenario’s:
Situation #1 - You are going to a store where you are a regular customer. There is no parking near the door because the employees have taken all of the spaces. You reach the door where an employee jumps in front of you only to close the door behind them. Once in the store, you are looking for the items you want when an employee walks in front of you to get something they need. Now that you have your items, you are ready to check out. At this point, you are met by a surly cashier who is having a bad day / month / year / life. Overall, how would you rate your experience? Let’s give this store a friendly factor rating of minus 3.
Situation #2 - You are also a regular customer at this store as well. There is plenty of parking up front because the employees park away from the front of the building. You reach the door and an employee opens the door for you and greats you by name. Once in the store, you are looking for the items you want when an employee makes you aware that they have moved their displays around recently. However, they offer to help you find the items you are needing. Now it is time for checkout. At this point, you are met by a friendly cashier who asks you about your children or grandchildren. They remember from the last time you came in that you showed them a picture. Overall, you give this business a friendly factor of 10.
Now we realize both are extremes and this probably won’t all happen in one visit. However, how would you prefer to be treated? Which store are you most likely to continue giving repeat business to and refer your friends to? Which one will you hesitate to go to again and possibly tell the world to boycott the business?
The old adage, “Treat others as you would like to be treated” still holds true especially in todays business world. Let’s face it. Our economy is in the pits and you need repeat business.
We challenge you to shop in other stores (not necessarily a pharmacy), record what you like and dislike about your shopping experience. Ask your employees for their points of view. They are going to point out things that you missed. Plus, you get better buy-in from the employees if they are engaged in this exercise. With your employees, define how you want your customers to be treated from this point forward.
On Monday mornings before your pharmacy opens, have a 15 minute training session. Review your customer objectives with your people. Ask your employees to share success stories on how they have implemented this new store personality. Discuss ways to improve your service.
Periodically, ask a friend come shop your pharmacy to see how your employees are performing. They should give you insight on what you are doing right and areas where you can improve.
We end with this question . . . currently, when your customers leave your store, are they more likely to experience Situation #1 or Situation #2?
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