Customer service has gone beyond face-to-face interactions. Here’s what technology can offer
For many years, good customer service meant having someone who could help customers in the store and someone manning the phone to answer any calls. However, the proliferation of technology from the rise of social media to everything a smartphone has to offer has changed the way customer service is done.
Once a rare occurrence, online shopping has become more and more common. According to Statista, more than 263 million US consumers shop online1, and 56.6% of consumers surveyed said they prefer to shop online. A 2018 report found that 87% of customers start any purchase online and 71% of them use their mobile device in-store when making a purchase.2
To take advantage of what technology has to offer, pharmacists should consider:
Have a good website – Gone are the days of building a website one piece of HTML code at a time. Services like Squarespace and Wix make it easier than ever to have a clean, professional-looking website. Websites should not only have contact information and make it easy to refill prescriptions, but also make it easy for customers to search for front-end stock and determine if something would be available for in-store pickup.
Taking advantage of social networks – Social media not only helps define a pharmacy’s brand, but also provides an avenue for customers to reach out with questions and concerns. It can be considered a partial replacement of the phone calls of the past.
Using the power of Google – The search engine has become the go-to place for any search. Google offers some services to help businesses become more visible, such as business profiles and business email addresses. Google Analytics can provide information about how many people visit the pharmacy site, where they come from, and which parts of the site are the most popular. The search engine algorithm changes, making keeping up with search engine optimization trends an important way to get the most out of a pharmacy’s site.
Consider developing an app – An app may not be a necessity, but it can be a great tool for a pharmacy. It offers all the benefits of the website and Google, but is exclusive to one company, meaning customers choose to look specifically at what that company has to offer.
The personal touch is the foundation of the independent pharmacy. Technology offers a way to extend that touch and reach customers where they are now.
References
Electronic commerce reports Statistics. Accessed August 8, 2022. https://www.statista.com/outlook/dmo/ecommerce/united-statesAlaimo D. 87% of shoppers now start looking for products online. News article. Immersion in detail. Published August 15, 2018. Accessed August 8, 2022.
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