CVS has a most value customer (MVC) program called the ExtraCare program that offers ExtraBucks Rewards to customers. The idea of CVS’s customer relationship management is to gain the customer’s value over the lifetime of that customer (The Saylor Foundation, 2015). The membership is free to the customer and the company has the advantage of tracking items purchased and redeemed for marketing purposes. The MVC receives two percent back on every purchase with the exclusion of a few items such as alcohol, postage stamps, etc. ExtraCare customers are treated differently from other customers. The MVC’s receive more incentives than those customers of one time visits. It is in the best interest to offer the customer an incentive to gain the lifetime
