Every business in the modern world is vying for clients. People have a lot of alternatives; they can visit another drugstore or purchase online. Customers may stop doing business with CVS if they don't listen to them. CVS obtains direct input from actual customers by conducting surveys. Since this input comes directly from customers, it is more valuable than marketing research. CVS also wants to establish credibility. Customers feel appreciated when they see that CVS is paying attention. That's how you build loyalty.