MSD Animal Health utilizes UX Research techniques to optimize sales journey in partnership with Objective

Leading animal health company mapped ways to achieve operational efficiency and improve customer experience with UX Research techniques

In an increasingly competitive market, understanding and optimizing every customer touchpoint is not just an advantage – it is a necessity. MSD Animal Health, a global leader in the market, faced challenges related to its operational efficiency and customer satisfaction.

In a strategic partnership with Objective, MSD Animal Health employed UX Research practices to conduct a detailed mapping of its sales journey. The goal was to identify critical barriers and implement strategic improvements that would not only address immediate issues but also set a new standard of operational excellence and customer service.

Understanding complex challenges

The Customer Interaction area of MSD Animal Health faced challenges that affected different areas and stages of work, from prospecting to customer retention and support. Key difficulties included the need for data integration, logistics optimization, and system modernization, which impacted the sales journey and customer experience.

These issues required not only a detailed assessment but also the implementation of effective and innovative solutions to optimize sales operations and significantly enhance the customer experience.

Mapping and optimized solutions

The UX Research work carried out by Objective for MSD Animal Health was crucial in identifying critical points in the sales journey and proposing appropriate solutions. This detailed effort involved an in-depth mapping of the interactions of sales representatives, both with customers and internal systems, revealing a series of challenges to optimize sales efficiency.

Through a user journey map, which is a visual representation of the steps and interactions a user goes through when engaging with a product, service, or process, it was possible to identify in 5 business units, after conducting 22 in-depth interviews, 46 pain points, and 78 areas for improvement in MSD’s sales journey.

Paths to efficiency and loyalty

Faced with these mapped challenges, Objective detailed the necessary actions to solve the identified pain points. Highlighted solutions included the need for an integrated dashboard system, fleet readjustment, and the implementation of more robust security measures to protect equipment. Updating tracking systems was also suggested to provide more accurate and up-to-date information about orders.

These actions, 24 of which are already being implemented, are optimizing MSD Animal Health’s sales journey with the help of technological innovations that centralize communication and data for better information management. This allows for immediate responses through the availability of real-time data, evolving negotiation processes and enhancing the customer experience.

This improvement enables sales representatives to access updated information on product availability, order status, and insights into customer preferences and behaviors, which is crucial for personalizing interactions and increasing sales effectiveness.

This success story demonstrates how a detailed UX Research approach can play a transformative role in overcoming challenges and driving innovation within an organization.

If you are looking to transform challenges into competitive advantages through intelligent, data-driven solutions, considering a UX Research service like Objective’s could be the decisive first step towards long-term success. Talk to our experts!