In any business, keeping customers happy is a priority. After all, helping patients remain happy and healthy is what pharmacy is all about. But the truth is, you won’t always be able to make everyone happy, no matter how hard you try. Unhappy customers are a reality you’ll have to face from time to time. And when a customer expresses dissatisfaction with the pharmacy you know and love, it’s easy to take things personally.
As tempting as it may be to ignore complaints, listening to your customer’s experiences is a great way to find opportunities for growth. Being able to listen objectively, find a way to turn the customer’s negative experience into a positive one and prevent the same mistake from being made in the future are the key steps in turning customergrievances into positive improvements for your business. Here are three ways that you can use negative feedback to improve your pharmacy.
#1. Stay Positive
Pharmacy owners often become defensive when dealing with complaints. Acknowledging what your customers are saying is the first step toward resolving the conflict. Whenever you set out to handle a customer complaint, try to listen with an open mind. Find out why the customer is upset and do whatever you can to solve the problem as quickly as possible. Keep in mind that every business receives occasional negative feedback. The smartest business owners know how to turn feedback into positive progress for their business and continue moving forward.
#2. Train Employees to Handle Customer Feedback
As a pharmacy owner, not every complaint should require your involvement. Your staff should be trained to handle a customer’s feedback themselves. A quick “let me get my manager” may come off as dismissive and make the situation worse. Develop a protocol that addresses common complaints and outlines procedures to empower your staff to resolve issues independently.
#3. Survey Customers and Document Their Responses
As part of your employee protocol, make sure that all customer grievances are documented. Download feedback forms from the internet or design customer surveys that are specific to your pharmacy. Make sure you allow for both positive and negative feedback, and recognize employees for excellent performance.
When reviewing customer feedback forms you may find trends that will help prevent or resolve future issues quicker. For example you may not notice that your pharmacy has long checkout lines or unstocked shelves, until you hear about it from multiple customers. Customer surveys help give your patients a voice and give you the inside scoop on what matters to them.
At some point, everyone in business has to deal with an upset customer. What separates an average pharmacy from an excellent one, is the level of customer service that is delivered when faced with a challenge. The best pharmacies know how to turn negative feedback into positive business growth.
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