Reinventing the Experience of New Clients
Customer experience | Digital Product Design | Project Management
Context
Coca Cola FEMSA is one of the biggest bottling companies worldwide with $40+ billion dollars in sales. More than 50% of these sales come from Mom-and-Pops with ~1 million points of sale across Mexico. At the time they were experiencing multiple business challenges:
2.8/5
Net Promoter Score
Overall client satisfaction at a record low, driven mainly by new clients experiences
Constant market share loss over the past 4 quarters, impacting sales performance
Cost to serve above industry standard significantly raised due to sales representatives’ overtime
We want to bring new technologies to our clients and work hand in hand with them to generate value
Henrique Braun
President of International Development
Meet Leticia
She recently decided to use her life savings to open a tiendita (mom-and-pop) in her neighborhood. She knows that in order for her store to be successful she will need to to have cold Coca Cola for her clients.
Registering as a new client takes 17 days?
The first obstacle Leticia faces is learning that the on boarding process for new clients will take 17 days (if everything goes well) and only after then she will be able to purchase Coca-Cola products. Meanwhile the competition is offering to deliver their products in less than 5 days.
Why 17 days? This was the average time that it took Coca Cola FEMSA and Clients to gather all the physical documentation and signatures, scan them at the distribution centers and send them to HQ for review and approval.
What if instead it could take 10 minutes?
I was responsible of designing and managing the development team to implement a Document Digitization tool within the existing sales representatives app, this feature allowed them to scan documents in real time, get validation and register the client in minutes .
This enabled sales representatives to take Leticia's order during that same visit and now she can start selling cokes the next day when her order is delivered!
DOCUMENTS DIGITIZATION
My store is small, how will I know if a refrigerator fits in this space?
Leticia knows that cold Coca Colas are key for her tiendita's success! And Coca Cola FEMSA is offering her a consignment refrigerator, but she is worried that she will not be able to fit it in her small store. Also, Coca Cola reported multiple re-works per year because the refrigerators they delivered to the client did not fit the designated space.
What if Leticia could be sure that the refrigerator will fit?
I was responsible for driving the design workshops that came up with the idea of leveraging AR technology to measure the space and choose from a variety of refrigerators the one that fit best. The company managed to decrease re-works by 60% during our testing period, reducing also by 12% the cost to serve
Now Leticia can know for sure if the refrigerator will fit, and make the right decision with the help of the sales representative.
AR TO VISUALIZE & MEASURE REFRIGERATORS
Having a refrigerator sounds great, but I don't know if I'll be able to afford the extra electricity cost!
Leticia is still unsure on whether or not to accept the refrigerator, because she knows electricity costs will increase significantly and she is not sure the extra sales from cold Coca Cola products will cover those extra costs.
What if we could estimate the revenue increase?
I was responsible designing alongside the refrigerators team a calculator that combines the increase price in electricity and forecasts the sales potential of the store base in parameters like: location, competition nearby, people affluence, and historical sales from similar segments. This allowed us to give an accurate comparison between the cost increase vs sale increase. During our pilot this resulted in 67% of clients who were offered the cooler accepted, vs baseline of only 48%
Now Leticia is certain that accepting the refrigerator is the right choice for her new tiendita.
ENERGY CONSUMPTION CALCULATOR
I just made my first order. Now how do I know when it will get here?
The sales representative told Leticia that her order would arrive the next day, but how can she be sure? What if something comes up and she needs to reschedule the delivery?. Because payment was not expected until delivery Coca Cola FEMSA did not provided any type of purchase receipt
What if she had 24/7 support?
I was responsible for coordinating the development team and building the chatbot decision tree. This feature allowed customers to receive automated SMS notifications to the client with their order number and delivery date. Also, if the orders where delayed, we relayed in telemetry technology on the delivery trucks to trigger new notifications to clients, letting them know that the order was delayed, and an estimated time of arrival. During our pilot, the net promoter score increased to 3.4/5 over the 2.8/5 baseline.
Now Leticia can know for sure when her order will arrive, and if she has questions she can chat with our chatbot!
CHATBOTS WITH AUTOMATED NOTIFICATIONS
Learnings
Fail fast!
This project taught me the importance of failing quickly and having multiple iterations to reach a good design. By being able to create quick prototypes and test with clients and sales representatives allowed us to identify opportunity areas and iterate to a final design that was then tested on an official pilot.
Designing for multiple stakeholders
I learned the importance of working with all stakeholders like: sales representatives, clients, HQ executives. To identify their needs and design an experience that would not only satisfy the client, but make work easier for sales reps and bring benefits to the company.