Biopath
How to improve the sales team flow and retain customers ?
Biopath is a medical firm with more than 700 employees and 50 medical laboratories in France. Health professionals, such as visiting nurses and pharmacists, are their main source of income, accounting for 80% of their earnings. After several internal changes, they noticed a decrease in the sales team performance, in part due to an inadequate switch of softwares. Our goal was to define a new process to optimise prospect conversion and service quality.
What was my role ?
Ensure flow of information
Plan and lead rituals
Coordinate teams
Automate generation and delivery of letters
Automate delivery of forms by SMS
Automate data collection
Discovery
Workshop
To better understand the sales process we led a workshop with 10 of the sales workers. We outlined an experience map and seperated two flows of experiences. One offensive part, to acquire new customers, and one defensive to work on client satisfaction.
User interview
To deepen our knowledge, we conducted some one-on-one interviews. The goal was to gain a better understanding of the execution of certain steps and the tools used by the sales team.
Hypothesis
After this research phase, we identified several pain points that we could adress :
- There is no central source of information.
- Everyone collects and stores data differently.
- The data is not kept up to date.
- There is no monitoring or tracking of client satisfaction.
- There is no monitoring of performance.
Conception
Followind the Agile process, we worked in collaboration with the final users (the sales team). We implemented differents rituals:
- To avoid bottlenecks and streamline the information flow, daily meetings were held every morning.
- Weekly reviews were here to take a step back, review the progress, and adjust the roadmap as needed.
- Internally, we also followed a de-risking process to make sure of the reliabity and compatibility of the tools used.
- Occasionaly, we held workshops with expert users to focus on a topic and test a solution. For instance, working with the IT team, we cleaned, updated and regulated the database. This way both old and new data are compatible.
Solution
Through the collaboration with our client, we created a customised workflow that required minimal training time. We reduced human errors and time-consuming tasks by automating them. Overall, we streamlined the sales team's workflow by focusing on the prospect conversion and the client satisfaction.
Sales process
- To centralise all the information, we set up a new Customer Relationship Management (CRM) tool.
- We eased the prospect management by dividing them into geographical areas.
- Thanks to the automation of sending letters, the sales agent saved time by enabling all new prospects to book a meeting via a QR code.
- Standardising the meetings feedback through a form helped the information flow and the collaboration between agents.
Care process
- To better understand customer loyalty, we started tracking several new metrics (competition, anomaly rates and RFM)
- We automated the monitoring of the customer satisfaction by:
- Creating a form to let them give suggestion for impovement.
- Setting up a ticketing tool to collect and process client complaints.
- Improving the monthly satifaction form (Simplify and quantify to make data processing easier).
- Automating control procedures.
