We’ve probably all heard them–stories of sub-optimal customer service encounters.
Here’s one from a friend that happened today.
My friend needed to have a prescription filled. The doctor’s office asked where she wanted the script sent and my friend said CVS. National brand; convenient location; should be good service, right? She had not used CVS before and thus was not in their system.
When she arrived several hours later to pick up the script, she waited in line, and presented her both her health insurance and credit card. The clerk checked the script and told my friend that the paperwork needed to be redone because they now had the insurance information. The clerk asked my friend to wait while this was done.
My friend heard her name called and she presented herself at the counter. Now, what would any customer expect at this point? To finish the transaction, of course. Run the credit card and leave. Instead, my friend told that she would have to return to the end of the line and wait again for service. She protested mildly (didn’t I already wait in line; isn’t it customary to serve me now since I had already waited?), but the clerk insisted. That’s the way we do it here!
Several retorts present themselves: Oh, sorry Comrade. I thought we were in the United States, not the Soviet Union. Or turning to the waiting line and announcing, “I am a mystery shopper for CVS and this store just flunked!” Or (my favorite), “No thanks, I’ll go somewhere that wants my business.”
As market researchers, we must ask ourselves whether our customer satisfaction measurement system is capturing such incidents. I postulate that many do not. The perfunctory ratings on courtesy, friendliness, professionalism, and the like, an overall satisfaction rating and done.
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CVS kissed a potential customer goodbye. Poof! Just like that. With some dozen or more pharmacies within walking distance of one another there is no reason for anyone to tolerate poor quality service.
Will they know it? More saliently, would they learn of such incidents through market research?
More to follow.
Comments welcome!
Dr. Bob
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