Guild creates Customer Experience index for members

pharmacy customer looking thoughtful

A new member initiative is now available as part of a national trial to Guild member pharmacies, called the Customer Experience Index.

This initiative is designed to provide customer experience, net promoter scores and real time feedback to promote business enhancement opportunities for Guild members. This new member service will run as a national trial, conducted by a Guild visitor in pharmacies.

The Customer Experience Index involves an in-store customer survey and real time feedback on the customer experience in member pharmacies through their customers’ eyes.

The pilot testing of the Customer Experience Index highlighted that the program can provide simple key initiatives to enhance business growth in the pharmacy, the Guild says.

Common themes have emerged that can be quickly addressed with few resource requirements.

  • Poor customer awareness of seated waiting areas. Many customers commented that when they are unwell or need to wait for medicines to be dispensed they appreciated seating areas although they were unaware they existed in the pharmacy, or found them inadequate.
  • Customers generally had a very limited awareness of the professional services offered in the pharmacy. Despite discussing the individual services offered in the pharmacy, customers commonly confirmed they were unaware of these and provided enhanced opportunities to expand professional services that would meet their needs.
  • Pharmacy flow and signage was of high importance to customers. Customers reported difficulty in locating items/ products that impacted on their use of the pharmacy.
  • Customers noted cleanliness in the pharmacy and reported noticing differences in the cleanliness across various sections of the pharmacy.
  • Customer service was highly rated by customers. Interestingly, customers noted differing levels of customer service when the pharmacy owner or pharmacy manager was not in store.
  • Customers reported satisfaction with staff knowledge and communication, although identified ongoing opportunities to enhance customer privacy, and provision of ongoing medication advice to support customers’ use of medicines


Feedback from pharmacy owners and managers that participated in the concept testing and piloting has shown extremely high satisfaction with the new Customer Experience Index, the Guild says.

Guild members can contact their State/Territory branch for an opportunity to participate. More information is available here.

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