Case Study: CVS Caremark achieves measurable, consistent in-store customer experience improvements with Toluna

CVS Caremark - Customer Case Study

CVS Caremark, a major pharmacy chain with more than 7,000 stores, wanted to ensure shoppers consistently had a positive in-store experience and that all locations followed corporate standards. Toluna was engaged to measure and monitor customer experience across the chain using a POS-printed receipt invitation directing customers to a Toluna IVR survey, with incentives (instant cash prizes and a $1,000 monthly sweepstakes) to drive participation.

Toluna implemented a program that collects over 2 million IVR interviews annually, capturing survey responses and recorded verbal comments tied to encrypted Receipt IDs, while managing programming, data collection, reporting, incentives and help-desk support. Toluna delivers monthly store-level scorecards via a secure site, performs segmentation and modeling, and conducts regular pre/post analyses of initiatives; these insights let CVS Caremark spot significant shifts, act on findings, and focus improvements to increase visits and revenue.

CVS Caremark

Mark Kolligian

Former Vice President, Customer Experience