Learning Launch

Challenge

I work in the Marketing team of a global company that allows people to try our products before buying  them. We sell medical devices and therefore a lot of time in the first appointment is dedicated to the  client's medical history and medical examinations.

The challenge I have to manage is to create the new omnichannel customer journey to include digital  services. It seems to be a great opportunity for all people involved: customers could receive a better and  customize service, sales people could be more effective and earn more money, the company could improve  revenues, productivity and customer satisfaction.

At the same time, it requires a complete review of our journey because it adds time to our appointments  have a very long duration and involve elderly people, who therefore have a low attention span over time.

Selection

The goal is to create a customer journey that meets the needs of our consumers and amazes them.

A cultural change of this kind in such a large organization makes it even more necessary to be sure that you  are going in the right direction, testing the various ideas that have emerged and be ready to adapt them in  case you realize that the initial idea was not quite. perfect (which certainly cannot be, given that it is the  first time in 70 years that the company approaches the world of digital services).

Video 04.03 – Learning Launch

Application

The first thing we did was a mapping of all customers and stakeholders and their related pain points to the  current purely physical customer journey.

We have identified 2 main clusters of people (customers and healthcare professionals) who currently suffer  from these pain points. We conducted interviews with 5 people for each clusters to identify which pain  points were actually perceived by them and how they ranked them in order of importance.

Insight & Approach

With this methodology we have discovered information different from what have always been the beliefs  of those who work within our company.

Customers

•  They would appreciate the opportunity to have a preliminary medical history at a distance to allow  the healthcare professional to learn more about their personal situation during the first visit  •  They would like to be able to remotely contact their healthcare professional in case of need,  without having to go to the clinic just in case  •  They would like their healthcare professional to always have real-time access to their health status,  even if this requires app tracking

Healthcare professionals

•  They would like to optimize their time and use it to provide a solution that improves the lives of the  people in front of them instead of spending a lot of time doing their medical history and testing  •  They feel they carry out too many bureaucratic and administrative tasks during their daily work

Based on all the information gathered, a list of ideas for managing pain points emerged, for example:

1 - Anticipate part of the medical history via web or telephone

2 - Dedicate part of the first visit to explaining digital services instead of anamnesis

3 - Start a remote assistance service

4 - Divide the current role of clerk into two distinct roles: a more relational one that deals with the  preliminary medical history and first assistance to the client (instead of the health worker) and a more  administrative one

5 - Create an advanced algorithm that presents the client's main peculiarities to the healthcare professional  before the first visit

6 - other ideas

Subsequently we identified, thanks to the results of the interviews, which of these ideas would allow us to  have a wow result in the shortest possible time (1 & 2) and we immediately planned a learning launch on a  small group of stores.

Secondly, we will develop the capabilities necessary for the learning of other ideas (3 & 5).


Learning Launch Challenge I work in the Marketing team of a global company that allows people to try our products before buying them . We sell medical devices and therefore a lot of time in the first appointment is dedicated to the client 's medical history and medical examinations . The challenge I have to manage is to create the new omnichannel customer journey to include digital services . It seems to be a great opportunity for all people involved : customers could receive a better and customize service , sales people could be more effective and earn more money , the company could improve revenues , productivity and customer satisfaction . At the same time , it requires a complete review of our journey because it adds time to our appointments have a very long duration and involve elderly people , who therefore have a low attention span over time . Selection The goal is to create a customer journey that meets the needs of our consumers and amazes them . A cultural change of this kind in such a large organization makes it even more necessary to be sure that you are going in the right direction , testing the various ideas that have emerged and be ready to adapt them in case you realize that the initial idea was not quite . perfect ( which certainly can not be , given that it is the first time in 70 years that the company approaches the world of digital services ) . Video 04.03 – Learning Launch Application The first thing we did was a mapping of all customers and stakeholders and their related pain points to the current purely physical customer journey . We have identified 2 main clusters of people ( customers and healthcare professionals ) who currently suffer from these pain points . We conducted interviews with 5 people for each clusters to identify which pain points were actually perceived by them and how they ranked them in order of importance . Insight & Approach With this methodology we have discovered information different from what have always been the beliefs of those who work within our company . Customers • They would appreciate the opportunity to have a preliminary medical history at a distance to allow the healthcare professional to learn more about their personal situation during the first visit • They would like to be able to remotely contact their healthcare professional in case of need , without having to go to the clinic just in case • They would like their healthcare professional to always have real - time access to their health status , even if this requires app tracking Healthcare professionals • They would like to optimize their time and use it to provide a solution that improves the lives of the people in front of them instead of spending a lot of time doing their medical history and testing • They feel they carry out too many bureaucratic and administrative tasks during their daily work Based on all the information gathered , a list of ideas for managing pain points emerged , for example : 1 - Anticipate part of the medical history via web or telephone 2 - Dedicate part of the first visit to explaining digital services instead of anamnesis 3 - Start a remote assistance service 4 - Divide the current role of clerk into two distinct roles : a more relational one that deals with the preliminary medical history and first assistance to the client ( instead of the health worker ) and a more administrative one 5 - Create an advanced algorithm that presents the client 's main peculiarities to the healthcare professional before the first visit 6 - other ideas Subsequently we identified , thanks to the results of the interviews , which of these ideas would allow us to have a wow result in the shortest possible time ( 1 & 2 ) and we immediately planned a learning launch on a small group of stores . Secondly , we will develop the capabilities necessary for the learning of other ideas ( 3 & 5 ) .