Customer Care in Provision of Pharmaceutical Services
Session 7: Customer Care in Provision of Pharmaceutical Services
Total Session Time: 120minutes + 2 hours Assignment
Prerequisites
LearningTasks
By the end of this session students are expected to be able to:
Resources Needed
SESSION OVERVIEW
|Step |Time |Activity/ |Content |
| | |Method | |
|1 |05 minutes |Presentation |Introduction, Learning Tasks |
|2 |15 minutes |Presentation |Definitions of a Customer, Customer|
| | |Brainstorming |Service and Customer Care |
|3 |10 minutes |Presentation |Importance of Customer Care in |
| | |Buzzing |Pharmaceutical Services |
|4 |25 minutes |Presentation |Factors Influencing Customer Care |
| | |Group | |
| | |Discussion | |
|5 |50 minutes |Presentation |Skills Influencing Customer Care |
| | |Role Play | |
|6 |05 minutes |Presentation |Key Points |
|7 |05 minutes |Presentation |Evaluation |
|8 |10 minutes |Presentation |Assignment |
SESSION CONTENTS
STEP1: Introduction, Learning Tasks (5 minutes)
READ orASKstudents to read the learning tasks and clarify
ASK students if they have any questions before continuing
STEP 2: Definitions of a Customer, Customer Service and Customer Care (15
minutes)
|Activity: Brainstorming (5 minutes) |
| |
|Ask students to brainstorm on the following questions: |
| |
|Who is a customer? |
|What is customer service? |
|What is customer care? |
| |
|ALLOW few students to respond |
| |
|WRITE their responses on the flip chart/ board |
| |
|CLARIFY and SUMMARISE by using the content below |
o A customer or client is a person seeking services from health
facilities, institution , organization or from a service provider
o A person who purchases goods or services from another
o Anyone who receives products or services from a supplier of the
products or services
during and after a purchase. Accordingly, it may vary by product,
service, industry and individual customer.
customers' satisfaction with your service.
o It should be a prime consideration for every service or business –
your daily functioning and performance at the pharmacy depends on
keeping your customers happy. So don't neglect the importance of
customer care in all areas of your pharmacy service or business.
STEP 3: Importance of Customer Care in Pharmaceutical Services (10 minutes)
|Activity: Buzzing (5 minutes) |
|ASK students to pair up and buzz on the following question for 2 |
|minutes |
| |
|What is the importance of customer care in Pharmaceutical services? |
| |
|ALLOW few pairs to respond and let other pairs to add on points not |
|mentioned |
| |
|WRITE their response on the flip chart/board |
| |
|CLARIFY and SUMMARIZE by using the content below |
Importance of Customer Care in Pharmaceutical Services
STEP 4: Factors Influencing Customer Care (25 minutes)
|Activity: Small Group discussion (15 minutes) |
| |
|DIVIDE students into small manageable groups |
| |
|ASK students to discuss on the following question |
| |
|What are the factors influencing customer care? |
| |
|ALLOW students to discuss for 15 minutes |
| |
|ALLOW few groups to present and the rest to add points not mentioned |
| |
|WRITE their response on the flip chart/board |
| |
|CLARIFY and SUMMARIZE by using the content below |
Three Rs of customer satisfaction as explained below;
o Results: Customer expects superior results from our product or
service. They expect the product or service to be the best value for
their money.
and of good quality.
o Relationship: Customers expect a relationship that is consistent with
their value system. Here they expect to get relevant instructions
especially on the use of medicines
o Resource: Customers expect the Dispenser to be a resource to help them
solve their problems. Patients/ clients expect the personnel to be
competent in answering their questions concerning medicines and health
matters in general.
STEP 5: Skills Influencing Customer Care (45 minutes)
|Activity: Role Play (20 minutes) |
| |
|ORGANISE the students into small manageable groups. |
| |
|ASK each group to select a customer( patient), a care giver (Dispenser)|
|and an observer |
| |
|TELL the patient to act like s/he is suffering from Malaria and they |
|come from Hospital with a prescription of medicine, s/he present it to|
|the Dispenser |
| |
|TELL the Dispenser to attend to that patient applying principles of |
|customer care. |
| |
|TELL the observer to pay attention to both the patient and the |
|dispenser, in order to provide feedback regarding skills of customer |
|care. |
| |
|ASK if there are any questions before beginning the exercise for the |
|groups. |
| |
|ALLOW The Role Play to take place for the different groups. |
| |
|At the end of the role play, the facilitator should ‘derole’ before the|
|large group discussion. |
| |
| |
|SUMMARISE the activity with the following points: • This exercise |
|demonstrates the impact of customer care service • Through this |
|exercise we have learned the necessity of being aware of the skills |
|involved in customer care. |
| |
that can influence customer satisfaction:
o Make your customers feel important and appreciated
o Remain calm in the most demanding situations
o Transform complaints into valuable customer feedback
o Become a master in the art of listening
o Be successful with the most difficult people
o Speak clearly; provide to-the-point instructions
o Maintain eye contact
o Explain procedures clearly
o Exhibit confidence
o Answer questions completely but if you do not know, say so and state
where you will find out and get back to them
o Listen for facts
o Let them complete sentences without interruption
o Restate what you think they said
o Listen for feelings
o Listen with non-verbal like nodding, leaning forward
o Listen for non-verbal – what is not said
STEP 5: Key Points (5minutes)
services) and has the ability to choose between different products and
suppliers
enables one to make and keep relationships and facilitates feedback
and feed forward
resources
communication skills, good oral and listening skills
STEP 6: Evaluation (5 minutes)
STEP 7: Assignment (10 minutes)
|Activity: Take Home Assignment (10 minutes) |
| |
|DIVIDE students in groups or individuals |
| |
|ASK the students to work on the following Assignment |
|Prepare a presentation on |
|How to identify customers in pharmaceutical setting |
|How to establish customer satisfaction |
| |
|ALLOCATE time for students to do the assignments and submit |
| |
|REFER students to recommended reference |
References
Burger,A. (2009) Communication skills for pharmacist; building
relationships, improving patient care (4th ed.). New York: American
Burnard, P. (1992). A communication skills guide for health care workers
(1st ed.). London: Edward Anorld
Hubley, J (1983)Communicating Health. An action guide to health education
and health promotion (1sted.). London: Macmillan
Kadeghe, M. (2005) Communication skills; theory and practice (3rded.). Dar
essalaam: Afroplus Industries Ltd.
Kariuki, M. K.&Munga E. C. (2011)Fundamentals of communication skills (1st
ed.). Mwanza: Victoria Education Promotional Centre Ltd.
Kurtz, S.,Silnerman,.J. &Draper, J. (1998) Teaching and learning
communication skills in medicine (1st ed.). London:Raddiffe Medical
Place Ltd.
Mahundu, C.M. (1999). A manual on communication skills (1st ed.). Ndanda:
Benedictine Publishers
Pitt, B. (1991). Health, teacher’s diploma communication. Harare: MOH
Rungapaidiachy, D. M. (1999) Interpersonal communication and psychology
(1sted.). Massachusetts: Butterworth-Heinemann
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