Preliminary Assumptions
For our client, who owns a network of pharmacies in a southern Polish city, we conducted a customer satisfaction survey using survey kiosks. The survey aimed to determine the level of customer satisfaction with services and identify their needs. The project was implemented in 10 of our client's pharmacies. The survey kiosk solution resembled a multimedia kiosk that automatically gathers customer feedback and sends data to the system, enabling real-time analysis of results for the client. The advantages of conducting the survey using survey kiosks included:
- Independent survey completion by customers
- Convenient and comfortable survey completion
- Surveying a large number of respondents at a relatively low cost
- Real-time analysis of survey results
Implementation
The survey was conducted over a period of 1 month in 10 client locations. The provided survey kiosks consisted of functional stands with modern tablets equipped with SIM cards for internet access. The collected data was transmitted to software allowing for quick and intuitive electronic survey administration – handling the survey process from questionnaire design to the final analysis of the gathered research material (also in real-time).
Results
The survey implementation allowed our client to determine the level of customer satisfaction with pharmacies and implement corrective actions to eliminate elements negatively impacting consumer opinions. The survey revealed that:
- The Net Promoter Score (NPS) for all surveys was 60.
- The main strengths of the facilities were often cited as location (67.0%), low prices (55.0%), and a wide range of medications (44.0%). On the other hand, the most frequently mentioned negative aspects were insufficient parking spaces at the facilities (56.0%) and the lack of diagnostic equipment (e.g., for measuring blood pressure and BMI) – 44.5%.
- Every twentieth customer (5.0%) pointed out long waiting times for unavailable medications. It was also observed that every tenth respondent highlighted the long waiting times for customer service by pharmacists at the counter.
- Almost half of the respondents (49.0%) rather appreciated the advice of pharmacists during their pharmacy visits, and 23.0% definitely appreciated it.
- The survey also revealed that the knowledge and competencies of pharmacists play a significant role in running the pharmacy, as two-thirds of customers (67.3%) relied on pharmacists' recommendations when choosing medications.
- Customers mostly rated the work of pharmacists positively. The highest number of positive responses was recorded for the scope of advice given and the way information about medication usage was provided.
