By recognising that cancer is more than an illness that can be either cured or not cured, you can go a long way in helping your customers with their concerns. Of course, you will not be able to answer all of their queries, but the key to providing a good service is to engage in good conversations.

To help support effective dialogue, Macmillan Cancer Support has come up with the following approach:

Listen €“ give your customer space to talk. This relates to the physical space (being in a quiet and private area) and allowing them time to open up and talk about what really matters to them

Support €“ acknowledge the issues that your customer highlights. Even if you can't do anything about them, providing a listening ear will help your customer to feel respected and listened to

Explore €“ ask questions to help your customer identify what steps they have already taken in addressing their issues and discuss what help your pharmacy can provide and what other services are available

Empower €“ acknowledge and respect that your customer is at the centre of your service.

Cancer can easily lead people to lose sight of just how capable they really are. By providing information and advice that is personalised to your customer's needs, and that enables them to take control, you will help remind them that they are the expert on themselves. Above all, when giving advice, always be sure that this is based on the training you have received and not on your own personal opinions.

And when providing customers with information, make sure that it is relevant to them and suitable for their needs. It should be accurate and sourced from reputable providers, and communicated to them in a sensitive and appropriate manner.