Editor’s note: It’s always exciting to hear a Localytics customer talk about their mobile strategy. Today we had just that opportunity when CVS Chief Digital Officer Brian Tilzer delivered the keynote address at eTail East 2016. CVS has been in the media recently for their forward-thinking approach to mobile, and Tilzer gave us an insider’s view of CVS's road to becoming such an innovative, mobile-first company.
“Business success for CVS means solving real customer problems.”
That’s how Brian Tilzer, Chief Digital Officer at CVS Health, kicked off his keynote address at the eTail East 2016 conference yesterday. While Brian's responsible for Digital at CVS, he noted that a better customer experience for this Fortune 7 company has always meant stronger numbers across all CVS touch points, including in-store, pharmacy, and digital (web, mobile, email, SMS, etc.).
Brian Tilzer, Chief Digital Officer, CVS Health
So what's Brian and the CVS Health team’s approach to improving customer experience? They focus on how to:
1. Enable healthier lifestyles.
2. Save the customer money.
3. Save the customer time.
Pretty straight forward, right? But as Brian pointed out, if at the end of the day “cool” technologies and concepts don’t solve a core challenge like the three above, the team won’t invest resources into it.
Brian told us about Beth, CVS’s core customer. Beth has 2 kids and a husband. She and her husband work full-time, and Beth is the Chief Health Officer of the household. Beth’s son has a cold, her daughter has a chronic disease like Crohn’s, and her husband has diabetes.
Beth relies on:
It’s pretty remarkable that all of these services can be managed by one company, and in one seamless, digital and real-world experience. Clearly, traditional marketing outcomes aren’t the goal. Providing utility to the customer makes CVS a critical part of Beth's life and it makes their services even more valuable.
More tactically, Brian also showcased some of the more recent contributions to this effort:
It was all of the above initiatives that resulted in CVS Health being ranked by Fast Company as one of the top 3 most innovative companies in digital. How were they able to take such a large, traditional brick and mortar company and do a 180 towards digital? By recognizing that a shift in consumer mindset towards mobile-first was looming, and that investing early was key to not only capitalizing, but surviving.
Through his focus on digital marketing, Brian spearheaded the creation of CVS's Boston Innovation Lab, as well as a partnership with CurbSide, a same-day-pickup app. CVS has rolled out CurbSide functionality in the CVS mobile app in 800 stores and counting. Customers make a purchase on their mobile devices and roll right up to CVS, where an employee immediately appears with their order. It’s the epitome of how to delight your customer. What CurbSide and CVS understand is that mobile is key to empowering these types of always connected, omni-channel services.
As a CVS partner, we're excited to see how the team pushes their customer experience even further with mobile. Want to learn more about how Localytics works with CVS or other brands to bring their mobile strategy to life? Check us out.
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