AMBITION
Close the local health care gap
With physical locations serving over 9,000 communities around the US, CVS Health needed a better way to aggregate customer feedback from multiple channels, including its employees, website, app, and in-store interactions. They wanted to discover issues sooner, address consumer needs more effectively, and accelerate their mission of building a world of health around their consumers. Integrating feedback from their retail, insurance, and health care business lines into a single integrated system provides insights that are doing just that.
CVS Health’s mission is to build a world of health around the consumer. To do that, they needed to deeply understand their consumer’s needs across their anticipated and unanticipated health care moments. With 85% of Americans living within 10 miles of a CVS pharmacy, this meant creating a unified view of millions of consumers across their consumer wellness locations (retail), insurance businesses, pharmacy benefit management portals, and home-health clinics. CVS Health wanted to identify opportunities to make health care more accessible and affordable, while creating experiences that are simple for consumers who can be at their most vulnerable, either in their own health care journey or caring for a loved one.
To achieve these goals, Deloitte Digital helped CVS Health integrate disparate feedback channels, untangle legacy tech stacks, and implement new consumer service technologies that help the Enterprise CX Team at CVS Health engage with consumers in the right place at the right time along their health care journey.
ACTION
Personalized care at scale
Our strategy focused on building a single source of truth for consumer feedback across CVS Health’s diverse business lines. This helped the client surface the right insights to improve care delivery, positively impact revenue, and identify opportunities that could help keep their consumers healthier.
Achieving this transformation relied on integrating multiple feedback channels onto Medallia, an enterprise consumer experience management platform leveraged to analyze and interpret over 17 million pieces of feedback annually from their consumers across a variety of channels, including their call center, mobile app, website, and in-person interactions. This new visibility into their consumer experience data provides the foundation to identify opportunities and resolve challenges more effectively across multiple business lines.
Whether consumers are having trouble making a vaccine appointment or need help resolving an issue with their prescription coverage, the new platform makes it easier for CVS Health to develop solutions to resolve the individual’s complaint and any systemic obstacles that may have contributed to that issue. These larger-trend insights can then be harnessed to drive CVS Health’s continued evolution from many distinct health care businesses to one unified, consumer-centric health care service organization.
ACHIEVEMENT
Putting consumer-centricty at the forefront of health care
CVS Health is one of the first health care organizations focused on consumer-centricity to transform their consumer insights capabilities on this scale. They sit at the forefront of the industry, using some of the most innovative predictive modeling tools available today to surface indirect, direct, and inferred feedback. This helps them provide personalized responses to consumer service and health care questions while improving access to care across cultural and socioeconomic barriers.
The integration of the new experience platform is a success, with 90,000 CVS Health employees using it each quarter, addressing feedback from 110 million consumers and closing the loop on over 5 million consumer interactions annually. The complete integration of CVS Health’s consumer sentiment tracking and CX technology tools into a single platform has helped drive innovation and consumer-centric transformation across their entire suite of businesses—from retail to insurance to health care. Since implementation, CVS Health’s experience scores have steadily improved, demonstrating that consumers are increasingly satisfied with their interactions with the brand as their service issues are resolved faster and more completely than before.
Employees using the new platform every quarter
pieces of feedback annually
videos from consumers detailing their feedback
We helped CVS Health better understand their consumers’ experience across complex health care journeys to optimize engagement and deliver more personalized moments.
Together with Medallia, we help clients connect insights to action to drive customer loyalty
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The head of customer experience at CVS Health discusses data's role in building consumer trust