HERD Pharmacy: Building A Brand

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When HERD Pharmacy got operational two years back, founders Dr Amol Deshmukh and Dr Suchika Gupta were keen to establish a brand image for the business. Their vivid world experiences made them keen to do things differently. HERD Pharmacy team was groomed to be devoted to making business transactions better and to learn to bring people scattered in the different outlet locations to be on the same page with the one idea that running a business is more than just selling.

Dealing with customers it became clear that they were at the heart of the operations. Customer service we soon fathomed was all about human interaction and resolving shopping issues to their complete satisfaction. Yes every now and then we came across situations and problems that brought staff under stressful situations. And so began the journey of training employees in the fine art of customer handling.

Customer service became the pivot around which the entire transactional business rotated. A satisfied customer was our brand ambassador and this is what prompted us to pay closer attention to learn how to handle our customers. Instead of getting under any kind of pressure employees were made to understand that they were to resolve issues through empathetic interactions. This was to be taken up as a challenge and empathy was to be our way forward.

Once front line staff began to learn to deal positively with customers they were soon offering excellent customer experiences. Again the challenge here was to ensure that they needed to offer high-quality interactions with customers. And this is the area that management began to focus on with the belief that they needed to extend empowerment to staff members.

Chief of Operations Ankur Gupta began to ascertain the dictum – if you want your people to act like it’s their business, make it their business! He inspired his team to create the “WOW” effect for every customer who walked in the door. Lending a certain flexibility of approach front line staff was empowered to lead sales by never losing a customer. HERD Pharmacy is now bent on implementing proactive customer service that remains the most critical component for the business.

For Pharmacy managers – Suresh Poonia, Stawan Bhujbal and Sachin Salunke spreading the customer service experience became a mission. Keyed up by the mission and vision statements drilled by management the entire pharmacy team has been trained to do their best. Attempts are now on to direct everybody in the organization to understand the importance of delivery of exceptional service to customers. Everybody is now focused on providing excellent customer service.

All credit goes to the managing directors of the organization who have involved one and all to share this focus which is what has made HERD Pharmacy to become absolutely customer-centric. Regular staff training teaches employees to serve others in a genuine manner as well as to understand how to deal with difficult moments. They have been given the freedom to use their talents and skills to the best of their abilities to make customers happy and satisfied.

We are now looking at the bigger picture and attempting to take on the bigger challenge for customer service and that is to make sure we create an integrated end-to-end customer experience. We do not want our customers having to repeat themselves. Also we do not want them to be out of the loop of off-site touch-points. So we will begin to take the right approaches through the right technology to help in these areas too.

Today, HERD Pharmacy is a visible brand made tangible by its people skills. Standing at the threshold of a burgeoning undertaking HERD Pharmacy reiterates the fact that when it comes to customer service, it’s not about what consumers think. Great service is about feelings and that is what we want to spread. Good will and Good health for all.

 

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