2011 CVS Caremark Corporate Social Responsibility Report

“In early 2012, CVS/pharmacy introduced OrderReady Text Messaging to provide customers withimmediate notification via text message when theirprescription is ready to be picked up.”20customers’ shopping and prescription refill functionalitythrough its mobile site (m.cvs.com), making it possiblefor customers to use mobile devices to scan theirExtraCare card and manage their ExtraCare account,scan and send prescription refill requests and orderphoto prints from CVS Photo Centers.In early 2012, CVS/pharmacy introduced Order ReadyText Messaging to provide customers with immediatenotification via text message when their prescription isready to be picked up.Gathering Retail Customer FeedbackCVS/pharmacy has a proprietary Advisor Panel ofmore than 100,000 consumers who provide us withfeedback on a quarterly basis on a variety of topicsthat we use to develop new programs and products.In 2011, the Advisory Panel provided input on theexterior design of the CVS/pharmacy freestandingprototype, the look and feel of weekly circulars andthe design of the CVS Brand “Big Chill” water bottle.We have a state-of-the-art focus group facility, which isattached to a full-sized prototype of a CVS/pharmacystore. We use this facility to gain input on store layoutand design, product merchandising concepts, signage,way-finding and other store features. The facility is alsoequipped with eye-tracking technology to help measurewhat customers actually see while shopping our aisles.Advanced analytics in the area of shopping-path trackingwithin the store have yielded insights that have allowedus to build awareness and usage of MinuteClinic, utilizeproduct to help shoppers navigate the store, removematerials that don’t contribute positively to the shoppingexperience and reorient critical messaging to the rightplaces in the store for maximum visibility.Engagement with customers has helped to identify theirdesires – such as staying healthy and saving time andmoney – and the successful innovations we have toaddress them, such as drive-thru pharmacies, ReadyFill,large “club” sizes of OTC products, MaintenanceChoice, ExtraCare and MinuteClinic.In addition, our service measurement system garnersfeedback from more than two million retail customersannually, with results reported to every store, district,region and area on a monthly basis. This system allowsus to call a centralized IVR system and listen to audiorecordings of comments from customers of any storeacross the chain. We have utilized this system to bothleverage existing service strengths and focus on areaswhere we have improvement opportunities. For example,based on customer feedback, we added the Send toCard feature on ExtraCare (p. 18), streamlined our storeautomated phone system and began fulfilling requeststo provide text messaging to customers when theirprescriptions were ready to be picked up.PBM Client and Member Satisfaction MeasuresWe continuously strive to exceed customerexpectations. Twice a year we conduct a survey toassess PBM client satisfaction with the accountteams that serve them and with CVS Caremarkservices overall. In addition, we continuously monitorsatisfaction among members who use our mail andspecialty pharmacy services and our Customer Carecall centers. Results of these surveys provide criticalinput to service improvement strategies.For example, based on member feedback, weadjusted certain plan member contact phonenumbers to eliminate a transfer and shorten the calllength, making it possible for members to call adedicated team directly to have their questionresolved. We also adjusted the drug supply triage callprocess to include authorizing an emergency supplyto be picked up at retail if a plan member iscompletely out of medication.2011 Corporate Social Responsibility Report