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Best Customer Experience Finalists

Johnson & Johnson

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What business problem(s) did your organization / project face, and why did you choose a digital adoption strategy to help you solve it?

As digital transformation accelerated, it became clear that JnJVision’s customer-facing digital platforms would be challenged to meet the needs of our customers in a timely manner. JnJVision began investigating tools to address ongoing customer demands and decreasing dependency on our IT development resources.

JnJVision’s Digital Adoption Strategy has empowered our business team with agile tools to increase Adoption and Automation of our platforms, without heavy development or sales team lift.

WalkMe allows JnJVision to create personalized content to meet customer needs in real-time. We also have seen a direct correlation of WalkMe driving increased sales and decreasing customer support tickets, as well as increasing our overall customer happiness scores.

How did you use WalkMe, in conjunction with other strategies and technologies, to address your challenges?

After leveraging WalkMe for the past two years, we have identified four key areas that WalkMe has added value to our B2B platforms:

  • Introduce new features and functions
  • Ease ongoing UX/CX friction points
  • Drive adoption and action across platforms
  • Solicit Customer/Customer Feedback

In 2021, JnJVision launched a new, high-profile contact lens product called “Oasys Multifocal Lenses.” While we had a full omnichannel product launch plan in place, it was our 1st opportunity to leverage WalkMe to increase JJVC’s ability to drive customer awareness and consideration of new Multifocal products further down the “path-to-purchase” funnel – without heavy development or sales team lift – within our direct B2B sales channel.

Our Falcon product launch included the creation and deployment of multiple WalkMe apps (ShoutOuts, Launchers, and SmartTips) to help drive not only awareness of the new product but also redirect customers from the legacy product to the new product.

As we were on our B2B sales channel, we were able to measure not only the impact of the CTR (Click-thru-rate) – but sales as well. Within 8 weeks of launch, we had a 26% conversion rate of customers who landed on the legacy page and redirected to the new product page to purchase the new product.

How does your digital adoption strategy, especially with regard to WalkMe, impact or benefit your end-users?

Eye Care Practitioners (ECPs) are always looking for new products to better meet their patient needs. 2/3 of patients who visit US ECPs are presbyopic, but less than 4% are fit in a multi-focal contact lens. The WalkMe content deployed to support our Oasys Multifocal product launch helps drive awareness.

Oasys Multifocal WalkMe Impact

  • 13,000 customer engagements, compared to 2,600 engagements traditional app
  • 533 conversions of the product, accounting for nearly 40% of the total conversions on the platform.

About two weeks post launch, the JnJ Customer Care team received an influx of calls from ECPs who were confused about the difference between the new product vs. the legacy product it was replacing.

The JnJ team quickly pivoted to create and deploy a series of SmartTips on the legacy product, explaining why it was being replaced and why ECPs should consider ordering the new product. These SmartTips helped deflect calls to their Customer Care but most importantly contributed to 144 additional conversions.

How does your digital adoption strategy, especially with regard to WalkMe, impact or benefit your team and/or leadership team?

WalkMe provides our JnJVision cross-functional teams across ecommerce, marketing, and customer service a level of flexibility and control to communicate contextually, directly, and in a timely manner with our customers in a way that is not available currently on the platform. WalkMe’s success has transformed our WOW, which impacts not only our platform strategy but also our approach to the CX journey and support across initiatives.

The JnJVision global team supports 35 markets across the globe, which presents many challenges when faced with increasing demand. Leveraging WalkMe has enabled our core business team to support additional regional and global optimization needs without leaning on IT or Sales.

Our IT team is able to focus on larger enhancements, which increases our impact while decreasing our demand on key resources. Additionally, removing activation/communication demands on our sales reps impacts their ability to sell and manage their customers.

How has your digital adoption strategy, especially with regard to WalkMe, helped your organization better achieve its mission, goals, or values?

JnJ strives to continually improve our processes and practices to best serve our customers. As the company embarked on its digital transformation journey for our B2B customer-facing platforms, WalkMe has become a critical tool in the strategy.

The value provided by WalkMe was palpable and our success was quickly spread throughout the organization. Now instead of the eCommerce and digital transformation teams being the last ones involved in a project, we are brought into strategic conversations from Day 1. Our cross-functional partners look for how we can utilize WalkMe and how it can solve the problems and challenges being encountered.

Using WalkMe has allowed our JnJVision team to better serve our customer base and get them the information about product releases, system updates, and process changes in a timely and effective manner. The ability to glean insights across multiple platforms has been a game changer, as this has traditionally been a “black hole” in our data.

How has the success of your digital adoption strategy helped to change the perceptions or attitudes of your stakeholders?

In the first year of deployment, WalkMe was used to help shore up underlying issues with the website. The second year, we took a more proactive stance and used the tool to help drive the desired behaviors of our ECP & their customers.

After seeing the results from these primary use cases, WalkMe is increasingly being seen as an invaluable tool that can be used to solve a variety of issues without the need to tap the aforementioned traditional resources (Development and Sales teams). The digital transformation team is seen as a critical strategic partner in all product launches and large strategic initiatives. WalkMe is expected to help solve business and operational issues they are unable to solve using traditional development resources.

Based on the metrics and impact shared, we have successfully launched WalkMe onto 3 additional platforms within JnJVision, with increased interest across our organization, due to our ability to have a direct impact on our business and improve our customer’s experience at a low cost & low effort with a very small, non-technical team. (And our ability to create WalkMe solutions that are scalable across all markets.)

What about your implementation or success makes you most proud? Why?

We are a very small team of two people (Builder and Product Owner). We onboarded onto WalkMe in September 2020 and have learned to be scrappy, seek help and support from WalkMe SMEs, and lean in on the growing capabilities of the DAP.

We built our own internal WOW (ways of working), new intake demand process, global roadmaps, segmentations, and custom surveys – and learned to leverage WalkMe Insights to help not only measure, but drive insights to action as we continue to grow.

We built over 50+ WalkMe apps across all external customer-facing platforms with 4 key objectives:

  • Personalization: Delivering relevant content to select Customers
  • Engagement: Drive meaningful interaction, resources, and services to increase loyalty
  • Commerce: Increase awareness, consideration, and purchase
  • Data: Capture, connect, and leverage data to drive insights and ROI

A brief look at some of our accomplishments:

  • 2020: Increased Sales from 6.5 to 10M YOY during COVID
  • 2021: Oasys Multifocal 26% sales conversion
  • 2021: (VOC) Voice of the Customer Survey
    1) Ability to glean 1:1 insights from customers
    2) Establishing and beating NPS Scores (YOY 2 point increase)
    3) Creating a 360 view of the customers*

(* Previously, JnJVision online B2B customer surveys only targeted large key accounts, not independent ECPs. With our WalkMe implementation, we now have a more robust view of our customers).

Our results drove Global Expansion of WalkMe in 3 markets (UK, CA and US) with the hope to continue growing in 2022 and beyond.

About your company

At Johnson & Johnson Vision, we are connected by a powerful purpose—to change the trajectory of global eye health. More than 1.3 billion people around the world suffer from visual impairment, yet 80% of this can be prevented or corrected.

Sight is our most valued sense, allowing us to uniquely connect with life’s moments—and with each other. That’s why, every day, we work with eye care professionals to connect cutting-edge insights, science, and technology to solve a lifetime of eye health needs. From protecting and correcting vision to allow our youngest patients to grow, play, and learn; to enhancing and restoring vision to fully experience the lives we’ve built—we’re there every step of the way. We are creating a world Connected by Sight™.