These thoughts on Customer Experience come from Ron Kelly, VP Customer & Pharmacy Services at drugstore.com:
Delivering a great Customer Experience (CX) is critical to the success of drugstore.com. As a retention business where over 70% of our orders come from repeat customers it’s imperative our consumers are confident in the service we deliver. As a company who doesn’t do a lot of brand advertising, the website, the box, and the touch into our contact center are the only representations of our branding to consumers.
Delivering upon a great CX involves many aspects. It starts with the ability to allow customer to research and solve issues themselves if they so choose. Utilizing features such of Self Help/Self Service or chat allows customers to get the help they need immediately. Given the demographics of our core customers, they would rather solve issues themselves and we’ve enabled that via Self Help.
We monitor CX in multiple ways. Our internal QA team samples contacts from each agent and scores those contacts on a 1 to 5 STAR rating system. These ratings are reporting weekly to the management team. More importantly than internal measurements, the CX is measured externally via surveying of our customer base. We survey customers at the point of checkout and 2 weeks post order to follow up on any fulfillment or customer service issues. These survey scores and customer comments are sent to the CS team daily for review and follow up. It’s amazing the customer goodwill that can be developed by reaching out to customers who may have experienced a problem with their order.
Our primary CX priority is to launch pro-active chat for our prestige beauty business on beauty.com. We look forward to replicating and improving upon the department store beauty experience via “on-line beauty experts” and believe that chat will be a cornerstone of this service offering.”
What does Customer Experience mean at your firm and what are you doing about it?
Ron Kelly may say that “Delivering a great Customer Experience (CX) is critical to the success of drugstore.com,” but it sure isn’t true. I placed a prescription order on March 15th via the company’s website. Nothing happened. For 10 days. I then called the company and spoke to Sonya, who said that because of a “glitch” in their system, they had trouble verifying my order and nothing was EVER going to happen with the order had I not called. She wanted to notify the insurance department, but could not tell me when, or if, my prescription would be filled, transferred or delivered. In essence, I just have to wait … perhaps for Godot.
Bottom line – if I hadn’t called, Sonya confirmed that the prescription would not have been processed. It’s a good thing it wasn’t for medication that was for a life-threatening condition.
I canceled the order, she didn’t really seem to care. Yes, Mr. Kelly, customer goodwill is important. I have been a customer for years. Today proved that meant nothing to drugstore.com.
One of my favorite customer service quotes is “The goal as a company is to have customer service that is” -not just the best, but legendary.” -SAM WALTON
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