Customer service - Communication

Question 1

What are the skills needed for effective communication (7)

Answer 1

1. active listening
2. speak clearly
3. ask appropriate questions
4. give accurate, relevant and up-to-date information
5. provide additional information (e.g. product leaflets to take away)
6. give extra help and time to customers with special needs or disabilities
7. always preserve the customer’s confidentiality

Question 2

Why is communication a vital skill in the pharmacy (2)

Answer 2

1. you will communicate with many individuals on a daily basis.
2. This communication can occur in different ways – such as face-to-face, online on the telephone or via email.

Question 3

Who might you need to communicate with in the pharmacy (9)

Answer 3

1. patients
2. customers
3. doctors
4. receptionists
5. carers
6. relatives of patients
7. wholesalers
8. other pharmacists
9. pharmacy staff.

Question 4

What may be the result of poor communication

Answer 4

if information is communicated incorrectly, it could undermine the individual’s confidence in the pharmacy or pharmacy staff.

Question 5

What are the types of communication (4)

Answer 5

1. verbal communication - 7% of how a message is received.
2. Paraverbalmakes up 38%
3. body language (non-verbal communication) - 55%
4. Therefore, non-verbal and paraverbal communication is important to consider when we are communicating alongside the words that we are saying.

Question 6

What is verbal communication (2)

Answer 6

1. the words we use (our language)
2. how these words are spoken (paraverbal) communication.

Question 7

What are the steps of active listening (5)

Answer 7

1. You hear what the other person is saying
2. You understand what you have heard
3. You interpret what you have understood, without making assumptions
4. It is only after you have gone through all three stages that you are ready to respond.
5. The best way to listen without interrupting is to ensure that the other person has 100 per cent of your attention.

Question 8

In what ways can you show active listening (4)

Answer 8

1. Be non-judgemental - it is important not to pass judgment or be critical towards individuals; everyone must be treated with the same level of respect
2. Have eye contact and look at the other person
3. Show empathy– empathy is being able to understand the feelings of another person; it is important to be able to imagine another person’s situation and share their emotions
4. Nod your head

Question 9

What are examples of reflecting back phrases (5)

Answer 9

1. So what you are saying is
2. Let me check I have understood you properly
3. In addition, the ‘pacing technique’ can be used to develop a conversation with an individual at a particular rate of speed.
4. For example, a fast paced conversation may not gather all the required information
5. however, conversely a short paced conversation may bring the discussion to a standstill.

Question 10

What are the different types of questions (4)

Answer 10

1. Open– questions that invite a broad informative response (e.g. what? how? why?)
2. Closed– questions that can be answered using simple yes, no or don’t know response
3. Leading– questions that imply and prompt a certain response (e.g. You don’t drink do you?’ – this can make the individual feel obliged to respond with ‘No’ as the question can imply the patient should not be drinking alcohol at all)
4. Probing– questions that encourage individuals to provide details or clarify a situation

Question 11

What are barriers to communication (5)

Answer 11

1. Individual’s physical needs
2. Individual’s psychological needs
3. Individual’s emotional needs
4. Environmental
5. Individual

Question 12

what are examples of environmental barriers to communication (3)

Answer 12

1. privacy
2. distance
3. noise

Question 13

what are examples of individual barriers to communication (12)

Answer 13

1. attitude
2. culture
3. language
4. emotion
5. fear
6. hearing
7. level of knowledge
8. religion
9. speech
10. state of health
11. stress
12. vision

Question 14

What are the para verbal features of communication (4)

Answer 14

1. tone
2. volume
3. pitch
4. rate of speech

Question 15

how does tone affect communication (2)

Answer 15

1. The tone of voice is the delivery and quality of an individual’s words
2. Our tone of voice can reveal how we feel and will come across more than the words we are saying

Question 16

how does volume affect communication (5)

Answer 16

1. The tone of voice is the delivery and quality of an individual’s words
2. Our tone of voice can reveal how we feel and will come across more than the words we are saying
3. Most individuals speak with wide variations of volume depending on where and to whom they are speaking
4. In the pharmacy, you need to keep your volume at a level which is loud enough for individuals to hear you,
5. however low enough so that other people do not overhear you – especially if discussing a sensitive topic

Question 17

how does pitch affect communication (3)

Answer 17

1. Our pitch range is the different levels of frequencies we use when we are speaking
2. Changes in the level and range of pitch distinguish between different types of sentences
3. For example, ‘the surgery is closed’ becomes a question if the pitch rises at the end of the phrase

Question 18

how does rate of speech affect communication (4)

Answer 18

1. The rate of speech is the speed at which you speak
2. if the rate of speech is fast, it may make it more difficult for the listener to understand
3. The rate of speech can also be affected by emotion
4. when someone is angry, their speech may get faster

Question 19

How does proximity and touch affect communication (4)

Answer 19

1. Proximity is the distance that individuals keep between each other when speaking
2. You will often be speaking to individuals across the medicines counter, which can act as a barrier
3. There may be occasions when you take individuals to a consultation area
4. paying attention to the individual’s body language will ensure you maintain a comfortable distance between yourself and the patient

Question 20

How does eye contact affect communication (2)

Answer 20

1. Eye contact can help express emotion or interest during a conversation
2. The amount of eye contact during a conversation can represent the level of interest in the conversation and provide a sign of confidence between the two individuals

Question 21

How does facial expression affect communication (3)

Answer 21

1. Our facial expressions can show how we feel and portray different emotions including anger, disgust, fear, happiness, sadness and surprise
2. It is important when talking to individuals that we maintain an interested and controlled facial expression
3. You should also be aware that there are a number of medical conditions that may cause patients to have little or no control over their facial expression

Question 22

How does head movements affect communication

Answer 22

Nodding your head when you are listening is a good way to show that you are listening and paying attention

Question 23

How does hand and arm gestures affect communication (3)

Answer 23

1. Gestures are body movements which can be used to express emotion
2. Care should be taken to keep open hands and arms unfolded
3. Certain medical conditions may cause individuals to make involuntary hand gestures

Question 24

How does body posture and movement affect communication (2)

Answer 24

1. Posture refers to the position of the body and limbs, including the amount that the body leans forward and back – this is linked to how close you stand to another person
2. An open body posture is more friendly, warm and inviting – this can be done by facing the person, slightly leaning towards them with arms that are open, rather than folded

Question 25

What must you ensure during written communication (4)

Answer 25

1. the words and how the words are used is important.
2. consider the tone you use – including how you have written the words and how the other person may read them.
3. the words you use are appropriate, clear and understandable.
4. If there is a lot of information to write, consider using numbers or bullet points to keep it clear and concisefor the reader.

Question 26

What are ways to meet person-centred care (6)

Answer 26

1. listening to people and understanding their needs and what is important to them
2. Involving and supporting people to enable them to make decisions about their own care, and health and well being
3. giving people informationthat they need in a way that they can understand, to enable them to make informed decisions
4. recognising and valuing diversity and respecting cultural differences
5. treating all people fairly regardless of their values and beliefs
6. not imposing their own values and beliefs on other people

Question 27

What are the protected characteristics under the Equality Act 2010 (9)

Answer 27

1. age
2. gender reassignment
3. Being married or in a civil partnership
4. being pregnant or on maternity leave
5. disability
6. race (including nationality, ethnic or national origin)
7. religion or belief
8. sex
9. sexual orientation

Question 28

What are examples of services/conditions that may be affected by the religion, personal values and beliefs of some members of the pharmacy team (7)

Answer 28

1. contraception – both regular and emergency
2. fertility medicines
3. mental health issues and treatments
4. substance misuse – for example, methadone treatment
5. sexual health – for example, chlamydia treatment
6. they must take steps to ensure that they still provide person-centred care.
7. They must not discriminate against a person because they follow or do not follow any religion, values or beliefs.

Question 29

How can you ensure effective communication with patients who have a hearing impairment (5)

Answer 29

1. Speak in a quieter area
2. Talk slowly and clearly
3. Use leaflets or visual aids where available
4. Use of sign language
5. Use of an induction loop

Question 30

How can you ensure effective communication with patients who have a speech impairment (3)

Answer 30

1. Ask individuals to write down what they are trying to say
2. Use of an interpreter
3. Try not to speak or finish the sentence of the person you are talking to

Question 31

How can you ensure effective communication with patients who have a vision impairment (3)

Answer 31

1. Larger print on leaflets and signage
2. Provide verbal explanation
3. Use of Braille

Question 32

How can you ensure effective communication with patients who have language differences (5)

Answer 32

1. Provide information or leaflets in different languages
2. Use of a formal interpreter, or family or friend to interpret being mindful of the situation as they may not be neutral and objective
3. Use of simpler or less complex language
4. Use of pictures to reinforce information
5. Use of ‘smart technology’ including translation apps on mobile phones

Question 33

How can cultural beliefs of the individual cause potential barriers (6)

Answer 33

1. Definitions of illness – some individuals may not perceive themselves to be unwell
2. Health-seeking behaviour – some cultures rely more on alternative or complementary medicine
3. Perceptions of what to do when ill – some cultures stress self-reliance rather than seek formal help
4. Perceptions of healthcare – based on past negative experiences of healthcare facilities
5. consider and understand that individuals will have different levels of knowledge regarding health topics.
6. What may be obvious to you may not be for a customer. Jargon i.e. specific terminology, should not be used when communicating with individuals as they may not understand.