While pharmacies across Australia have been pulling out all stops during the COVID-19 pandemic, one particular chain shines in customer satisfaction
TerryWhite Chemmart (TWC) is the Pharmacy of the Month for March 2020, as Roy Morgan reveals the latest round of winners for its Customer Satisfaction Awards.
TWC topped the month with a 91% customer satisfaction rating, followed by Chemist Warehouse, Amcal+, Guardian, and Priceline Pharmacy.
The ratings are drawn from the Roy Morgan Single Source survey, involving in-depth face-to-face interviews with over 1,000 Australians each week in their homes.
The TWC network includes more than 450 community pharmacies across Australia.
CEO of TWC Duncan Phillips said he was “delighted” with the recognition.
“I am delighted that our pharmacy network partners and their teams have been acknowledged for the amazing work that they did for their customers through one of the most trying months in pharmacy history,” he told AJP in a statement.
Customer satisfaction ratings have been consistently high for the brand—in fact, TWC has scored Pharmacy of the Month in the Roy Morgan Customer Satisfaction Awards for seven months in a row, from September 2019 until this March.
Given this achievement, the chain is off to a good start in contending for the 2020 Roy Morgan Pharmacy of the Year award.
This title went to Guardian in 2019, after it clinched eight out of the 12 monthly awards.
Michele Levine, CEO of Roy Morgan Research, said TWC was a consistent improver throughout 2019, achieving the largest increase in ratings of all leading chemists compared to a year prior.
They have since maintained those high scores.
“It’s always good to have your customers say that they’re satisfied with you… it’s the customers who have chosen to go to you,” she told AJP on Wednesday.
“We all have a bit of ritual or regularity about the way we operate, we go to one supermarket or pharmacy and we don’t think too much about it. Any disruption like what we’ve been in [during COVID-19] really challenges the status quo,” said Ms Levine.
“Given that, it’s really important that customers who are really satisfied or comfortable with a particular pharmacy are much more likely to go back to that when the total disruption eases.”
The pandemic has also led to an increase in conducting business online.
“A lot more things have been done online, that’s another one of those things where once you’ve worked out how to do it, it may change behaviour in the future,” said Ms Levine.
In this context, she highlighted how crucial it is for a pharmacy to have “customers that are satisfied with them, and have some feeling of a relationship with them”.
The main ways that consumers see pharmacies as upholding best customer service are generally to do with the person they’re dealing with, she said.
“There’s things like good product range, but it really is more about that service and that the person was helpful, provided the right level of information, and was generally pleasant,” said Ms Levine.
“For any of these awards, it’s about your customers and that you as a pharmacy have satisfied their particular needs. It’s not always about providing the most luxurious experience, it’s what the customer is looking for and that they find that with you.”