Improving Customer

Service at Sunpharma
Submitted by:
Group 9
Saket Agrawal-H16100
Srishti Sharma-H16112
Tushar Saraswat-H16116
Understanding the ORGANIZATION

 Sunpharma’s first retail pharmacy was opened in 1998

 Company developed a new management team in 2009
 The corporate team supported 203 pharmacy employees in 35 pharmacies
 Most items offered at Sunpharma’s pharmacies were self-service
 Organizational culture was environment friendly and employee turnover
was less than 10%
 Services offered : drug consultation, price comparison information and a
loyalty program
CURRENT TRAINING PROGRAMS
 Consistent with the SCP guidelines, provided its pharmacists to
obtain the necessary credits
 Offered accredited continuing-education training
 Expenses for these accredited training were covered
 Part of this training was covered by a unique project at “Excellent
Pharmacy” at a Slovakia’s prestigious Comenius University

CURRICULUM INCLUSIONS
 Pharmacotherapy seminars
 Interactive workshops
 Monothematic seminars
 Lectures
PROBLEMS AT SUNPHARMA

 How to address the changing expectations: from more technical

knowledge orientation towards soft skills orientation

 Insufficiency in detecting the customers’ needs

 No additional information offered to customers, affecting the

customer relationship and loyalty

 Inability to provide a pleasant purchase experience to customer

CHALLENGES FOR HR DEPARTMENT
ORGANISATIONAL FACTORS:
 Shortage of Pharmacists:
Demand is greater than
supply
 Stringent Legal Obligations:
Credit points earned by
pharmacists for attending
educational programs which
is governed by licensing
authority. Training was cost
and time expensive
ENVIRONMENTAL FACTORS:
• Limited training budget:
Training methods needed
to be prioritized
• Government Regulations:
Current law did not allow
more than 1 pharmacy per
license leading to increase
in tax burden
Recommendations
 SOFT SKILL TRAINING
 Incorporation of soft skill program with technical training, which will help
pharmacist to build customer relationships
 Focus of training on providing customers a pleasant purchasing experience

 Incentives
 Incentivize the lead pharmacist with highest number of returning customers by the
means of cross selling and introducing loyalty programs

 Introduction of customer feedback mechanism

 Rewarding and recognizing pharmacy team with maximum happy customers
THANK YOU!