Transcript FIP Meeting - American Pharmacists Association

Chapter 4
Managing Service
Performance
Chapter 4 slides for
Marketing
for Pharmacists,
2nd Edition
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.
From personal
experience, describe an
example of poor service.
Is there ever a valid
excuse for poor
service in pharmacy?
Most annoying words out of a
salesperson’s mouth
1. "Not my department. " (29%)
2. "If it's not on the rack, we don't have it."
(25%)
3. "That's the policy."
4. "I'm on a break."
5. "Ask the person over there."
6. "I'm new here."
7. "You'll have to wait your turn."
8. "The computer is down."
Source: Associated Press 2005
Elements of Good
Customer Service
Customer-oriented culture
All employees are committed to serving the
customer.
Service leadership
Leaders set priorities.
Leaders communicate vision.
Leaders inspire and motivate.
Elements of Good Customer
Service
(continued)
Investment in training and development
Increases competence and confidence
Makes job more interesting and fulfilling
Enhances career mobility and opportunities
Teamwork
Helps deal with stress
Helps develop solutions
Elements of Good Customer
Service
(continued)
Selecting and keeping good employees
(see Table 4-1)
Service attitude
Natural intelligence
Technical skills
Emotional intelligence
Internal marketing
Figure 4-1: Service-Profit Cycle
Internal
Marketing
Customer
Loyalty
Satisfied
Customers
Employee
Satisfaction
Firm
Profitability
Employee
Retention
Quality
Service
Quote
"... 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
Developing an internal
marketing environment
1. Educate employees about concept and
existence of internal employees.
2. Identify internal employees and their
expectations.
3. Develop strategies to meet their needs.
4. Monitor with customer satisfaction
surveys, exit interviews, complaints,
et cetera.
Elements of Good
Customer Service
(continued)
Well-designed and well-run service
systems (see Chapter 5)
What is quality
improvement?
Continuous quality improvement (CQI) is
a management philosophy that
emphasizes system process improvement
through
1. Simplifying the process
2. Eliminating duplication
3. Decreasing process time
4. Preventing errors.
FIGURE 4-2 Steps in quality improvement
Step 1: Plan
a change
Step 2: Do it
on a small scale
Plan
Do
Act
Study
Step 4: Act on
the results
Step 3: Study
the impact
Pareto
Chart
Cause &
Effect
Diagram
Flow
Chart
Scatter
Diagram
Control
Chart
Check
List
Conclusion
 Good pharmacy services require a lot of effort.
 Leaders set forth a vision of excellent services.
 Managers make certain that vision is followed
through actions such as recruitment, training,
and internal marketing.
 Pharmacists provide good services day in and
day out by working hard, paying attention to
small details, and staying alert for ways to meet
the needs of patients.
Questions?