According to the latest secret shopper study by the research company Dive Group, BENU’s performance has kept the pharmacy chain in a top position, suggesting, however, that there is still room for improvement. Secret shoppers involved in the 2023 study of Baltic pharmacies found BENU to be a top-performing pharmacy in Lithuania in terms of its customer service. The overall score, awarded by the secret shoppers, has put BENU in second place in Lithuania and Latvia and first place in Estonia.
From October to November 2023, the research company Dive Group conducted a study aiming to evaluate the customer service quality of pharmacies in the three Baltic states, with secret shoppers rating the pharmacy environment, employee appearance, and skills in the area of customer service and sales.
The customer service indicator at BENU’s pharmacies in Lithuania stood at 89.67% and was much higher than the overall score of all domestic pharmacy chains. Compared to the year before, the score in 2023 went up by 0.74 percentage point to 86.84% out of the possible 100.
The researchers say that BENU pharmacies’ communication skills were what stood out the most, as demonstrated by their employees when interacting with the customers. During the secret shopper study, the staff of the chain’s Lithuanian arm checked a staggering 100% of the boxes, which showed that they initiated the consultation with the customers, were attentive and courteous during the interactions, used language that the customers could understand, and ended the interactions in a friendly manner.
‘The study has confirmed, once again, that our attention and investments to our employees and their interaction with the customers are paying off. We indeed find it very important that our customers are listened to closely, are asked the right questions, the consultations are delivered in a responsible and sincere fashion, and the customers are offered products tailored to their specific needs,’ said Dr. Indrė Brazauskaitė, the CEO of the BENU pharmacy chain.
The researchers have emphasised that the underlying strengths of the BENU pharmacy chain in Lithuania are still the high-quality customer service, the well-organised environment, and the professional appearance of the personnel. One area where some improvement could be made is the execution of the loyalty program. Still, in this area, too, BENU remains a leader among the rest of Lithuanian pharmacy chains with a 57.69% execution score, compared to the sector’s overall average score of 35.21%.
