Magazine article CRM Magazine

IVR Gives This Pharmacy a Healthy Boost: TalkRx Keeps a Small, Family-Owned Competitive with National Rivals

Magazine article CRM Magazine

IVR Gives This Pharmacy a Healthy Boost: TalkRx Keeps a Small, Family-Owned Competitive with National Rivals

Article excerpt

[ILLUSTRATION OMITTED]

Like most small, independent retailers, family-owned Delta Pharmacy constantly needs to find cost-effective ways to maintain a competitive footing against big national chain-store rivals like CVS, Rite-Aid, and Walgreens. And, as with any retail business, responsiveness to customer needs and expectations spells the difference between success and failure.

Delta Pharmacy, which operates five stores in South Carolina, has had some success in the 77 years since its founding. The company last year rang up $18 million in sales. It is looking to add a sixth store in the coming months.

"We want to do the same thing as the big chains, but we can't afford to lose the personal feel," says Willis High, the third-generation owner of Delta Pharmacy. His grandfather founded the company in 1935.

"Over the years, we've tried to use as much technology as possible but still keep that hometown service," he says.

The biggest technology implementation so far has been the TalkRx integrated telephony and pharmacy management platform from Vow, which is based in Boiling Springs, S.C. TalkRx is a server-based Voice over IP phone system that also provides an interactive voice response (IVR) portal and many other call center capabilities. drugstore chain

System capabilities include:

* a prescription refill IVR;

* call routing based on caller ID information that enables premium customers, doctor's offices, and others needing special attention to bypass the IVR and connect directly to the appropriate store and pharmacy staffer;

* integrated call and voicemail recording and archiving;

* customized greetings and IVR prompts;

* detailed call reporting on call volume, calls on hold, and other metrics that can be used to determine store staffing levels;

* flexible outbound dialing features to alert customers that prescriptions are ready for pickup or provide other messages; and

* multilocation connections that allow stores to transfer callers between locations just by dialing an extension.

Customers can go through the IVR to access important personal information and details related to their medications, all without waiting on hold for a pharmacy employee. …

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