I love it when someone makes my life easy.
CVS Pharmacy did that this morning.
I've been taking an daily allergy prescription for the past three years. Once a year, my doctor has to re-approve the prescription so that CVS can refill it. And that once-a-year event happened to coincide with this month's refill.
So, I expected that I'd have to call my doctor, and request to have the prescription renewed. Or worse, schedule an appointment to get into my car, drive to the office, and endure a check-up. Either way, I'd be forced to break out of my normal routine of simply picking up the prescription at the CVS Drive-Thru, and do some extra work....
... so I thought....
But when I dialed the local CVS pharmacy, and punched the Prescription number into the keypad on my phone, that friendly recorded voice told me that my auto-refill had ended, and that my physician must approve the refill.
"Damn," I thought... Here goes"....
But the next automated message made my day:
"Press "1' if you would like CVS to contact your physician on your behalf."
Yes!!! One less thing for me to do, because CVS would do it for me; they've designed their customer-facing process in a way to reduce work for the customer; they've made my life easier!!! I was delighted.
Now, it might only take me five minutes to call to my doctor's office and make the arrangements myself. And a five-minute task done once a year may not seem like much of a hassle. Over the course of that year, it's really not - except when it is. Like this morning.
The point is not the CVS saved me five minutes; the point is that CVS eliminated a Task from my To-Do-List.
Most people don't keep track of time as clearly as they keep track of tasks that need to be completed. Saving a customer "a few minutes" may not be clearly visible to that person, but if you save the customer from having to perform a task, they'll notice it every time, and they'll precieve it as a BIG convenience. And it's the customer's perception that drives their behavior and loyalty.
How can you change processes in your business, to make your customers' lives easier?
What tasks can you do, so that your customers don't have to?