AmerisourceBergen, a multi-national drug distributor with a strong network of sub-brands, lacked the tools and governance to provide their sales associates with a 360-degree view of their customers. As the company’s portfolio grew, each business unit developed their own CRM and as a result, there was no single source of truth for customer information, account history, or lead generation efforts. As time went on, information and teams became more and more siloed.
To improve the experience for both Sales Associates and customers, AmerisourceBergen embarked on a sales enablement strategy that included a unified CRM in Salesforce Lightning. We were engaged to uncover the current-state problem areas, prioritize new features, and design custom components that follow Salesforce best practices.
Through our partnership, AmerisourceBergen delivered a unified CRM that met the needs of varied jobs and roles across the organization. Sales associates can now view real-time information about customers to better understand their needs and their relationship with AmerisourceBergen.
(My team capturing customer journeys across business units)
(Geographic locations where myself and team conducted our research)
<aside> <img src="/icons/verified_blue.svg" alt="/icons/verified_blue.svg" width="40px" /> Conducted contextual inquiries with sales and support staff that represented over a dozen roles across six brands. During these sessions we learned about frustrating usability issues and the work-arounds employees used to bypass them.
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<aside> <img src="/icons/verified_blue.svg" alt="/icons/verified_blue.svg" width="40px" /> Facilitated role-based workshops to provide a deeper understanding of the sales journey. We were able to uncover key moments when communication channels broke down and opportunities for cross selling were lost.
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<aside> <img src="/icons/verified_blue.svg" alt="/icons/verified_blue.svg" width="40px" /> Worked with third-party technology vendor, IBM, to design and develop a custom Salesforce Lightning experience. Our designers and technologists collaborated with IBM on custom solutions that would satisfy user needs, increase efficiency in business outcomes, and minimize development impact.
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<aside> <img src="/icons/verified_blue.svg" alt="/icons/verified_blue.svg" width="40px" /> Governance for content migration and user onboarding was developed to make sure the new tool would be adopted and used to its full potential.
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(Future state interaction flow)
(Future state department interaction map)
(Conceptual wireframe included with research recommendations)
Overall, our collaboration with AmerisourceBergen was an inspiring example of how design-led thinking and agile methodologies can drive innovation and create positive social impact. Through our partnership, we helped a leading pharmaceutical logistics company to become more customer-centric and efficient, enabling them to better serve patients and healthcare providers. This project reinforced my belief that design can make a real difference in people's lives and inspired me to continue pushing the boundaries of what is possible.
Review our final research and recommendations report that we delivered to the C-suite:
https://drive.google.com/file/d/1yUYJOou8wrKADPMABPb4jdbtNcQZav0c/view