BA 240: Case 3 (Group 6)
Problem Statement: How can CVS improve the process efficiency and prevent
60-90% of customer defections and result to customer delight and in the long run
customer retention?
Problem Analysis:
The first flow in the prescription fulfilment process is the drop-off and technician
staff failures already occurred at this initial process. Customers complain about
nobody watching in-store drop-off window or nobody responding in the drive-thru
due to lack of staff. Lack of staff is also evident in the extended wait time of
customers before they are greeted and long wait behind someone at drive-thru.
Long wait and the absence of staff in the pick-up area are also complained by the
customers. About 16% of customers did not get the proper scripts they were
expecting. In fact, 27% of scripts encountered a problem at some point in the
fulfilment process. The staff also fails in some service quality attributes such as
responsiveness to customer needs, competence to perform the fulfilment process,
courtesy and friendliness of staff, and promptness in resolving complaints.
Problems noticed in the drop-off are leaving the calls of customers and providers
on hold, not regularly checking fax machine and voice mail, failing to obtain critical
data in the initial interview, failing to properly prioritize scripts, and misfiling scripts
in lime slot organizer. At pick-up, the staff cannot find scripts as they do not follow
any process to find the script. Customers complain of the rudeness staff, and their
incompetence to resolve or explain customers’ problems. As Betses of CVS team
explained, the people working at pick-up are the lowest paid and less trained but
they are handling a stressful and unpleasant job in dealing with angry customers
all day. Many of them leave the company after less than a year on the job. The
pharmacists also add to the problems of the prescription fulfilment process. They
are busy at other stations, thus they fall behind at the Quality Assurance station
which is the most important task as it is never delegated to any other staff. They
also fail to announce their inquiry about the scripts which requires contacting
doctors for approval. These failures result to more problem in the pick-up where
customers learn that their orders are not ready yet. And pharmacists do not exert
effort to help resolve in these script related problems.
The clutter that welcomes people in the conference room is already a sign of a
