# Embracing Delays for Superior Customer Service in Pharmacy
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Understanding Interruptions in Pharmacy Practice
Pharmacists encounter a multitude of phone calls daily. However, one small issue, when accumulated over time, can lead to significant medication errors or impact mental well-being. While the constant inquiries about Q-tips may seem like a minor annoyance, the larger concern lies in interruptions.
Interruptions disrupt our thought processes. Much like making a U-turn, halting and restarting our focus incurs a cost that might seem trivial in isolation but can accumulate to create fatigue and disillusionment. When these interruptions occur during critical tasks—such as reviewing potential drug interactions or calculating pediatric dosages—the risks can be severe.
Imagine this perspective: customer service isn’t just about how quickly we answer calls; it’s more about the quality of the interaction once we do. Consider a restaurant that takes a while to answer the phone; while it may be a bit frustrating, you can appreciate their busyness and approach them with understanding. Could it be that taking our time to answer calls could also cultivate respect?
When a pharmacist is engaged in face-to-face consultation, is it reasonable to expect them to pause and answer the phone? Would we anticipate such behavior from a surgeon or a plumber? So why should pharmacists feel compelled to interrupt their current tasks for the sake of immediate customer service?
Prioritizing Patient Needs Over Interruptions
In today's healthcare landscape, particularly amidst growing awareness of pharmacist burnout, interruptions can feel like an incessant scratching at our window at night, disrupting our peace.
The answer lies in exercising polite authority. Throughout my extensive career in pharmacy, I have never lost a customer for not answering the phone within the first three rings. As long as we remain reasonably accessible, we are delivering effective customer service. After all, who is more available than a pharmacist?
Historically, society has held various misconceptions—such as the belief that the earth was flat or that smoking was harmless. Similarly, we’ve mistakenly linked the number of rings before answering to the quality of customer service. As long as patients can reach us in a reasonable timeframe, we are doing just fine. By focusing on our current tasks and minimizing disruptions, we assert our authority. It is this authority, exercised with politeness, that garners respect.
As the most knowledgeable medical professionals present, we set the tone for service quality. By prioritizing our important work over immediate phone calls, we retain our power—an essential aspect of effective healthcare.
A Balanced Approach to Phone Calls
This perspective does not advocate for eliminating phone service or adopting an excessively delayed response policy. Instead, it empowers pharmacists to allow a few additional rings before answering, enabling them to complete their thoughts.
This adjustment leads to enhanced workplace efficiency, improved mental resilience, and reduced burnout, which ultimately contributes to superior customer service for those we are already engaged with. By asserting ourselves as the responsible authority, we fulfill the public’s expectations in pharmacy.
It may be time to give ourselves the freedom to finish our thoughts before responding to phone calls. The long-term benefits of this practice will enhance service for our customers, support our staff, and strengthen the healthcare system.
For further insights into cultivating the right mindset for pharmacists and mitigating burnout, explore the comprehensive tools in the RxMIND bundle. This subject and more are discussed in "Cascade: A Pharmacist Mastermind," and applications for the next cycle are now open.