Redesigning the global e-commerce experience for Coopervision in APAC region
CooperVision, a leading manufacturer and supplier of contact lenses, works across the world in partnership with eyecare professionals and optical retailers to provide proper fitting based on patients’ needs.
CooperVision is undergoing a major transformation process to revamp its B2B e-commerce experience (order-to-cash) across North America, Asia-Pacific, and EMEA regions. With each country having its own website and product ownership, the current user experience is fragmented and lacks consistency across markets and regions.
Digitalisation of CooperVision’s customer experience
CooperVision chose onepoint, a trusted partner in digital transformation, to help identify gaps and opportunities in the business strategy and user experience regarding the order-to-cash process. Dora Lui, Vice President of Commercial Operations & Strategy in CooperVision APAC, along with her team, learned about onepoint’s customer-centric approach and decided to use its consultancy services.
We really liked the approach that onepoint had taken. They helped us identify what was in fact a global scope.
The objective of the project was to provide a consistent, and engaging customer experience across all markets, while ensuring a seamless user experience, and access to relevant information and products. In addition, the project aimed to optimise the backend processes supporting the order-to-cash process. To hone our approach, key countries across three different regions were chosen for analysis – North America (USA), EMEA (DACH, Italy, and UK), and APAC (China, South Korea, Australia, New Zealand, and Japan).
When considering both the customer experience and internal processes, onepoint decided to use a holistic approach, and thus leveraged the unique capabilities of each of our different communities.
Bringing together the expertise of the Experience & Innovation and Performance & Change communities, onepoint team was able to scrutinise CooperVision’s services through the lenses of customer experience, operational excellence, and readiness for change. This cross-functional team consisted of Customer Experience and Innovation masters, certified Lean Six Sigma experts, and Change Management experts.
Understanding the customer experience
To understand the customer experience, onepoint consultants decided to interview CooperVision’s customers across different segments and to gain a deep understanding of the customer’s existing journey (various stages, touchpoints, and interactions), needs and pain points.
They also conducted additional interviews with stakeholders in order to grasp the current state of CooperVision’s internal processes, and quantitative analysis to gain a detailed understanding of order volumes in different customer segments.
As the study covered several countries, it helped identify processes that work particularly well in certain territories, and to consider their adaptation for use elsewhere. With this initial understanding of the processes, several countries were chosen to investigate further, using Lean methodology.
Enhancing the customer experience
Once we had a holistic view of the process from both the customer’s perspective and those of internal stakeholders, we were able to identify solutions to enhance the customer experience making it easier for customers to conduct business with CooperVision, and enhance operational excellence, making it easier for CooperVision to conduct business with their customers.
Through several sessions with key internal stakeholders and the Global Tech team, onepoint identified and prioritised opportunities for improvement – automation, and innovation – quantifying organisational needs to facilitate informed decision-making, with the roadmap being deliberately structured in this manner to encourage successful adoption of the identified changes. Our philosophy of co-creation with our customers is essential for minimising disruption, managing resistance, and maximising the benefits to the organisation.
An ongoing collaboration
Throughout the project, Dora highlighted the quality of onepoint’s collaboration and delivery:
I’ve definitely felt that onepoint team was an extension of my team. They really were available at any point. Collectively, we headed in the right direction. Their output not only had the right granularity of detail, but also had the right picture, and good structure around the strategy.
CooperVision’s transformation process demonstrates the company’s commitment to enhancing the customer experience, and to remaining at the forefront of digital innovation in the vision care industry. With onepoint as a partner, CooperVision is well-equipped to achieve its goals and create an engaging and personalised e-commerce experience for its customers across the globe.
The key benefits we delivered for CooperVision were:
· A detailed understanding of what different teams do and how processes work.
· Improved collaboration between different teams.
· Identified opportunities for innovation.
· Empowered decision making through our data-backed approach.
· A clear action plan for executable next steps.
Although the project began with the aim of creating a consistent and engaging user experience across different countries, it evolved into the development of a comprehensive roadmap to enhance B2B e-commerce capabilities from various angles.