Mapping opportunities to improve the B2B experience in the pharma sector.
Summary
A pan-Canadian healthcare distributor wanted to improve its relationship with a specific segment of customers: international biopharmaceutical producers. We helped them understand moments of irritation in their customer’s experience by creating visualizing both the customer journey and behind-the-scenes customer service to illustrate the relationship in detail. This map informed strategic recommendations related to several touchpoints in order to improve the overall experience.
My role
Research
I was responsible for visualizing the customer experience and therefore defining the research needed to produce the map and conducting the interviews that would provide the required information. I was also responsible for synthesizing the information.
Design
Following the map, I worked with a team on a series of solutions to address gaps in the customer experience. As an experience expert, I led some of the strategy and content decisions for these tactics. I was also responsible for designing the onboarding process for customers.
Deliverables
The team recently delivered the customer experience mapping and strategic recommendations followed by 4 solutions drawn from recommendations that had been chosen collaboratively with the organization:
An internal service guide presenting principles to guide the customer experience
A sequence of communications for customer onboarding that included several introductory emails and a questionnaire
The redesign of a key business presentation to respond to calls for tenders, as well as a promotional video for their new value proposition
Research excerpts
Customer Journey & Service Blueprint Hybrid Map
The rows represent: the B2B customer context (internal considerations or challenges), the customer journey (interactions with the organization and emotional feeling throughout the experience), the organization context (internal challenges and specific constraints), and the friction points and opportunities identified at each stage.
Client themes
After mapping the entire experience, I analyzed the gaps and opportunities at each touchpoint and then grouped them into 6 major improvement themes that would meet customer needs:
Efficient and effective processes
Intentional orientation
Customer-focused practice
Holistic vision
Adaptive strategizing
Guidance and education
Recommended solutions
I then produced more specific solution recommendations to support each theme.
Solution details
For some of the recommendations, I presented detailed implementation paths in flashcard format to help the client team choose which solutions to design in the next step.
The solution cards included among other things:
Numbers referring to the touchpoints on the card
Why choose to implement this solution
Important considerations in developing the solution
Some ideas showing what the solution could look like
