Merrill Dubrow, President and CEO of M/A/R/C Research, discusses how and why businesses should strive to offer better customer service in Smart Business Dallas (June 2011)

1. Hitting the Mark Merrill Dubrow
AIMING
HIGHER
How your business should be more like CVS
I
just had a great weekend look, and basically they took how that might relate to your
in Texas. The sun was my 30 pictures and put them business.
shining, the kids were in a beautiful book. The book In my mind, CVS was
laughing and many memories is formatted very nicely, and amazing, and as a customer,
were formed. My boys played the machine lets me review it made me feel very special.
some baseball and, yes, as the book, page by page, Ask yourself these questions:
the good dad, I had camera in and also will allow me the
hand and clicked away with opportunity to customize the ■ Did the business give me a
their every movement. Even book. Although it was great — few choices?
though I am not that artistic, beautiful and very thoughtful ■ Did the business show me
I was confident I got some (thanks CVS) — I didn’t the finished product?
great candid shots. A few purchase the book for $19.99. ■ Did the business make it
hours later, as I was running I then had another CD and easy for me to buy?
a bunch of errands, I decided wanted to print five more
to go to CVS and get the pictures. I went through the For me, the answers to
pictures developed. I walked same process, and, again, after those three questions were all
over to the machine with I was finished the machine yes. This forced me to really
my CD and a big grin on my said, “We have made you a think about my business,
face and started to view my special gift.” I was like, ‘I what changes we need to
pictures. I felt really good as I know — another book — and make to ensure we can teach
viewed one great picture after thanks but no thanks!’ Much every member of our team to
another. to my surprise, that wasn’t the create more revenue as we are
I viewed all the pictures case at all. Apparently CVS creating revenue.
and chose the ones I has more than one special gift In fact, think about a few
wanted with a few that it will offer customers. more things CVS did:
different sizes and then This special gift was a collage
hit the finish button. — it took the five pictures and ■ It used technology.
As the machine is placed them on an 8-by-10 ■ It was creating more
printing out my code, a picture, made them different revenue for itself in a very
message on the machine sizes and actually had one of creative way — not only
mysteriously appears them as a background for all did the store try and sell
and reads, “We have of the other pictures. It was me a book and collage (the
made you a special really nice and cost $6.99. special gifts), I also bought
gift.” OK, so I lose I paused for maybe three a frame for the collage in
all my senses of seconds and, with a smile the store.
where I am, and on my face, hit the purchase ■ All of this was done in a
as I am feeling button. I actually couldn’t wait very quick manner.
a little special to get a frame and show the
I actually start kids. So I ask you, shouldn’t every
talking to myself. So please join me up in the business be more like CVS? I
Haven’t we all done clouds — in fact, way up in look forward to hearing from
that? the clouds — and relate this you and seeing how your
As I gain my story and what CVS did and business is like CVS. <<
composure, the
MERRILL DUBROW is president and CEO of Dallas-based M/A/R/C Research, one of the top 25
screen says, “Here is
market research companies in the U.S. Dubrow is a sought-after speaker and has been writing a blog for
your special gift.” I more than four years. He can be reached at merrill.dubrow@marcresearch.com or at (972) 983-0416.
© 2011 Smart Business Network Inc. Reprinted from the June 2011 issue of Smart Business Dallas.