Case studies

23

Background:

Allergan knew that they were able to provide differentiating value to their customers through the quality of their products and the fact that they offered training to doctors. However, they wanted their medical reps to be able to develop and articulate these value propositions better. It was acknowledged that this would require a greater understanding of the customer's needs, challenges and drivers.

Objective:

Allergan sought to improve the way its sales team in Singapore engaged with its customers (Doctors). They needed to set a context for an updated sales process that would influence the way Allergan Asia sold to its customers.

Approach:

Consalia proposed conducting video interviews with Allergan's clients to develop deeper insights into the qualities they sought from a prospective sales person. It would also allow Allergan to gain a better understanding of the challenges faced by the customer and therefore help them to shape a more aligned and client centric value proposition. The first sets of "Voice of the Customer" interviews were carried out the following week. These interviews were conducted onsite at the doctors' clinic, to capture their mindshare and feedback; each interview lasted no more than 30 minutes. The videos were edited together and shared with the Allergan sales team the following week during a Consalia facilitated sales training workshop.

Outcome:

Key themes emerged around what doctors want but don't always get, and what they often get but don't want! The VOC interviews were successful in helping Allergan's sales force better understand the key issues and challenges of their customers; it provided them with a (mirror of reality), and emotional intelligence. As a result, Allergan's sales force are better equipped to engage with their customers and create value for them moving forward. Allergan has since gone on to conduct more VOC interviews in the other Asian countries.