The world’s second largest brewer, serving over 25 million beers every day around the globe, Heineken operates and provides specialist services to tens of thousands of pubs and restaurants across the UK.
With a heavily manual customer on-boarding process, involving piles of paperwork across multiple third parties, Heineken identified this as an area of inefficiency that digital could help solve.
Having first engaged one of the big-four consultants to help them on this journey, they quickly came to the conclusion that a smaller, far more agile agency would be a better fit to help deliver this solution – and xDesign was ready to step in.
I wanted to say thanks to xDesign for the extraordinary efforts they have gone to over the last 12 months to support us in building the tool. I have worked with many agencies and vendors over the years and the commitment from your team has been really impressive.
Working closely with the team at Heineken to understand their domain, we began the project by incorporating the Heineken Product Manager into our own Agile Product Delivery team.
Our streamlined process then began with an in-depth Discovery workshop, where we created a Figma design prototype that could provide a Proof of Concept for our proposed User Journey and solution. We then put this to the test with Heineken’s key end users – publicans and restaurant owners.
By conducting in-person interviews with these users we quickly uncovered a key fact – they weren’t too interested in the onboarding journey, they just wanted to know how quickly they could start pouring their first pint!
We then ran testing with Heineken’s team of Business Development Managers (BDMs), which identified that due to their reliance on multiple external delivery partners to onboard new customers, what they really needed was more detailed information about where in the journey the customers’ order was.
As a result of this intensive testing, we concluded that a consumer-facing product was not the best solution and what would deliver most value to the business was an internal Onboarding Management System.
With this established, the team at xDesign began working on a React web-based management system, mapping out the BDM customer onboarding journey and integrating with all of Heineken’s multi-channel delivery partners existing ERP systems, in order to deliver a comprehensive solution on-time and on-budget.
Going Above and Beyond
One of the most powerful things we did for Heineken was help reframe the way it thought about its existing problem to see new ways of fixing and navigating it that would help make the business more efficient overall.
Through Discovery, we knew that Heineken didn’t just need a new system but we helped them see the benefits of reinventing structural processes to give greater support to their sales reps and build stronger relationships with their customers.
We helped Heineken build a strong, secure and customer focused approach to the B2B side of its business.
The new system automates customer engagement and alerts them to important milestones including upcoming visits and installations. It also works to actively cut down on the number of paper documents with inbuilt DocuSign functionality to build on increased efficiency and make a smoother onboarding experience for new customers.
For Heineken’s sales reps, the new system tracks and records milestones to simplify the development, measuring and verification of new Service Level Agreements and exceeding customer expectations.
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