Study: The pharmacy retailers with the most satisfied digital customers are...
Customer satisfaction is a critical factor in driving return visits to a pharmacy.
According to the inaugural JD Power U.S. Pharmacy Digital Experience Study, customers with low satisfaction (scores of 500 or below, on a 1,000-point scale), less than 50% say they'll return to that pharmacy. For customers with satisfaction scores over 801, the number of customers who will return to that pharmacy jumps to over 90%.
JD Power's report measured customer satisfaction with brick-and-mortar and mail order pharmacy digital channels based on performance in four areas: design, performance, information and tools/capabilities.
Texas grocer H-E-B ranked highest among brick-and-mortar pharmacies with a score of 724, while Publix (713) ranked second and Costco (709) ranked third. Albertsons (706) and Sam’s Club (700) rounded out the top five, followed by CVS Pharmacy (688), Kaiser Clinics (688), Giant Eagle (684) and Kroger (682).
Kaiser Permanente ranked highest among mail order pharmacies with a score of 746. Amazon Pharmacy (741) ranked second and CVS Caremark (720) ranked third.
Overall satisfaction with digital channels is 677 for brick-and-mortar pharmacies and 707 for mail order ones. JD Power noted that customers who utilize the website have higher satisfaction than those who utilize the mobile app.
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"The digital experience is no longer a secondary channel; it's a foundational element of customer engagement and loyalty for pharmacies," said Eric McCready, senior director of digital solutions at JD Power. "Study data reveals that when customers experience a positive digital journey, their continued engagement is nearly assured. Conversely, a poor experience risks deterring more than half of them. This emphasizes the need for pharmacies to strategically invest in seamless and intuitive digital solutions, transforming them from mere tools into powerful drivers of customer retention and sustained brand relationships.”
JD Power’s inaugural study is based on responses from 5,057 pharmacy customers who used a digital channel in the past six months.
