Project Accompany User: Discovering Moments of Truth

Moments of Truth Simple app functions can solve complex and persistent field problems. And shine a moment of truth in the customer experience. Here is a a Bsharp case study in discovering user moments of truth. The Indian arm of a Fortune 20 Pharma company wanted Bsharp to provide sales enablement software on tablets with an objective to “Maximise the value of the customer facing minute”. We had great inputs from the corporate team of the Pharma major. Put in a continuous learning feature with Certification functionality. Check. Put in a “Messaging Wizard” – a system that will recommend “Talk Tracks”. Done. Make product assets (videos, documents, clinical) for e-detailing as per the recommendation of the Messaging Wizard. OK. Capture call details for analytics and follow-ups. Sure thing. Did the field team want anything more? Did the user know more than what the corporate office personnel wanted? We did a 3-day “Accompany the sales person” exercise with the Pharma major’s sales reps. Mission Accompany The sales person’s pain points might be very different from those identified in the corporate office. We tracked their days and observed the challenges. We went on a 3 day visit with a sales rep in Kerala to understand his life and concerns. We went to the God's own country. One of the outcomes of the visit was the “Code Search” feature. A feature that turned out to be very popular and addressed a problem that only the field sales person knew existed. The field rep’s problem Identifying the right SKU code for the Doctor from a 2000 SKU catalogue. It was currently done through the 80 page "SKU Bible". It took time to identify the right SKU the good Doctor wanted. Highlighting equivalent and near [...]