Customer Journey Mapping
As a Pharmaceutical Sales Consultant at CVS Health Omnicare, I was tasked with improving the sales strategy for post-acute care facilities. The goal was to streamline the onboarding process, increase customer retention, and enhance client satisfaction. To achieve this, I implemented a customer journey mapping initiative to better understand client needs and identify key touchpoints throughout the sales and service lifecycle.
Challenges:
Lengthy Onboarding Process: Clients often experienced delays in integrating pharmacy services.
Low Engagement Post-Sale: Customers lacked clear guidance after signing contracts.
Retention Concerns: While initial sales were promising, some clients did not renew due to perceived gaps in service quality.
Phases of the Customer Journey
Initial Engagement
Current State: Prospective clients were approached through cold calls and introductory emails.
Identified Pain Points: High dropout rates at this stage due to a lack of personalized follow-ups.
Strategy Implementation:
Developed tailored email sequences based on facility size and specialization.
Scheduled personalized consultation calls within 24 hours of initial contact.
Proposal and Agreement
Current State: Clients received generic proposals that did not fully address their specific needs.
Identified Pain Points: Slow turnaround in customizing service proposals.
Strategy Implementation:
Introduced a streamlined proposal process with modular templates for faster customization.
Utilized Salesforce CRM to track proposal progress and ensure timely follow-ups.
Implementation
Current State: Onboarding processes were inconsistent across facilities.
Identified Pain Points: Clients reported confusion during setup, leading to delays.
Strategy Implementation:
Created an onboarding playbook with clear milestones and timelines.
Implemented regular check-ins during the first 90 days to address issues proactively.
Service Delivery
Current State: Pharmacy services were delivered as promised, but client engagement dropped after initial implementation.
Identified Pain Points: Limited touchpoints beyond transactional interactions.
Strategy Implementation:
Created a script within the sales enablement queue to reintroduce the customer portals for real-time service updates and support requests.
Continuous Improvement
Current State: Feedback collection was sporadic, limiting the ability to act on client concerns.
Identified Pain Points: Lack of structured feedback channels.
Strategy Implementation:
Rolled out post-implementation survey calls
Results
The new sales strategy, driven by customer journey mapping, delivered measurable outcomes:
25% Increase in Lead Conversion Rates: Personalized engagement strategies shortened the sales cycle.
17% Reduction in Onboarding Time: Standardized processes improved the client experience from the start.
28% Boost in Client Retention: Proactive communication strengthened relationships.
20% Revenue Growth from Existing Clients: Enhanced engagement uncovered cross-sell and upsell opportunities.