Walgreens: Tips for Transforming the Customer Experience

"Never in my 31 years with this company have I ever seen customer satisfaction jump like it does in these [Well] Experience stores. Customers keep telling [us] they want to stay in those stores longer, which is music to a retailer's ears."

This quote is from Gregory D. Wasson, President and CEO of Walgreens. The company ranked 89th on this year’s InformationWeek 500, a list of the top technology innovators in the U.S and also listed as the highest-ranked company in the retail category.

Walgreens is moving away from a product-based approach and towards a fully encompassing consumer experience they call, "the Well Experience." This new approach seeks to transform the customer experience across all of the company’s touch points, channels and formats.

"We are taking a multi-pronged approach to delivering the Well Experience. We increased engagement [between] team members and customers, and an omni-channel approach that blends our brick-and-mortar stores with e-commerce and mobile commerce. We are deliberately blurring many retail channels to fit how consumers shop today."

This shift is in line with ERDM findings regarding how consumers, (BtoB and BtoC) define the customer experience:
5 Key Takeaways



About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.

As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.

he results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.

Visit his blog at: http://ernanroman.blogspot.com/