Structured questioning at the counter


  • Welcome
  • Introduction
  • Processes
  • The structured approach
  • Four steps
  • Questioning
  • Closed questions
  • Open questions
  • Drive high standards
  • Exercise: review the quality of advice
  • Action & Evaluation


This CPD module is about asking customers the right questions before giving them advice. It will consider the crucial role of high quality questioning in your pharmacy, and offer advice on doing so.

Do you take a structured approach to customer conversations?


  • To examine the process of questioning a customer before giving advice or suggesting an appropriate product or service.


  • To reinforce the importance of a structured questioning approach when responding to symptoms of minor ailments in the pharmacy
  • To utilise a four-step approach in responding effectively to symptoms
  • To implement a practical improvement programme to improve the quality of advice provided.

Contributing author:

Steve Howard FCIPD FRPharmS, quality and regulatory director and superintendent pharmacist at Celesio UK 

About this module

Pharmacy needs strong managers, effective leaders and people with the right skills to drive the profession forward. With this in mind, P3 Business CPD modules are written as practical learning tools for use by anyone in the pharmacy team.

Continuing professional development (CPD) is a statutory requirement for pharmacists. Completion of the module will contribute to the nine pieces of CPD that must be recorded in a year, as stipulated by the GPhC. You must be registered on the website to do this.

Record your learning and how you applied it in your practice using the action and evaluation record at the end of this module, which will then be stored in your personal learning log. You must be registered on the website to do this.