chapter 4 managing service performance chapter 4 slides for marketing for pharmacists, 2nd edition
TRANSCRIPT
Chapter 4Managing Service
Performance
Chapter 4Managing Service
Performance
Chapter 4 slides for Marketing for Pharmacists, 2nd Edition
Learning ObjectivesLearning 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.
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
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 ServiceElements of Good Customer Service
Customer-oriented cultureAll employees are committed to serving the
customer.
Service leadershipLeaders set priorities.Leaders communicate vision.Leaders inspire and motivate.
Elements of Good Customer Service
(continued)
Elements of Good Customer Service
(continued)
Investment in training and developmentIncreases competence and confidenceMakes job more interesting and fulfillingEnhances career mobility and opportunities
TeamworkHelps deal with stress
Helps develop solutions
Elements of Good Customer Service
(continued)
Elements of Good Customer Service
(continued)
Selecting and keeping good employees (see Table 4-1)Service attitudeNatural intelligenceTechnical skillsEmotional intelligence
Internal marketing
Figure 4-1: Service-Profit CycleFigure 4-1: Service-Profit Cycle
Firm Profitability
Quality Service
Employee Satisfaction
Internal Marketing
Customer Loyalty
Satisfied Customers
Employee Retention
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."
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."
MarketingPower.com" [email protected] 10/28/03
— Richard Branson, Chairman, Virgin
Developing an internal marketing environmentDeveloping 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)
Elements of Good Customer Service
(continued)
Well-designed and well-run service systems (see Chapter 5)
What is quality improvement?What is quality improvement?
Continuous quality improvement (CQI) is a management philosophy that emphasizes system process improvement through1. Simplifying the process2. Eliminating duplication
3. Decreasing process time4. Preventing errors.
Plan Do
Act Study
Step 1: Plana change
Step 3: Studythe impact
Step 2: Do iton a small scale
Step 4: Act onthe results
FIGURE 4-2 Steps in quality improvement
ParetoChart
FlowChart
ControlChart
Cause &EffectDiagram
ScatterDiagram
CheckList
ConclusionConclusionGood 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?Questions?