Making the change is the beginning not the end of a longer process. Changing to meet our customers' needs is a process of trial and error. Our first attempt may be 70-80 per cent right, but will probably need re-looking at and further refinement.

Following a cycle of Research-Plan-Action helps to continuously drive improvement in your ability to meet customer needs. Customer expectations change and develop over time, based on the competition in the pharmacy market and customers' experience of service offered by other industries.

To remain successful, pharmacy teams must create an effective dialogue with their customers to understand their expectations and develop innovative ways of meeting those needs.