Listening: it's such a simple thing that we all do every day, but active listening involves thought, restraint and understanding

Time pressures and the many inevitable interruptions in pharmacy mean that effective listening is a key skill and a fundamental component of customercentred care. Hearing, acknowledging and understanding the customer's symptoms and concerns will not only give them confidence in you, but will also allow you to recommend the most appropriate course of action.

Listening is often viewed as an involuntary skill, but listening with intent to understand not only the words being said but also the purpose of the conversation and the complete message requires practice and commitment. These following 10 steps will help you to achieve effective active listening.