2024 | UX/UI
INTRO
Onboarding new customers efficiently is critical for Sonepar to maintain its competitive edge in the market.
With the objective of enabling new customer onboarding under 3 minutes to access the e-shop, and activating a new credit line under 3 days, the project aimed to streamline and automate processes for both customers and internal stakeholders.
Sonepar faced challenges in its customer onboarding process due to manual procedures, fragmented systems, and inconsistent workflows for new and existing customers. To address these challenges, the project required collaboration with multiple teams, including the CRM and ERP administrators and the eCommerce team.
Our design and development process focused on mapping user flows, identifying pain points, and creating a seamless experience for both new and existing customers.
How might we onboard new customers in under three minutes while ensuring accurate data capture, credit line activation, and error handling?
Our goal was to develop a standardized but flexible solution that optimized the return process for logistics management while enhancing the experience for all users.
_ Research
We began by mapping out the existing customer onboarding and verification journeys.
Key pain points included:
Manual information processing, leading to delays
Lack of automated validation for credit line activation
Poor visibility into application status for both customers and associates
Proposed solution: A streamlined and automated process that integrated the eCommerce platform, CRM, and ERP systems.
_ Service blueprint
To ensure seamless communication between eCommerce, CRM, and ERP systems, we designed a comprehensive service blueprint.
This blueprint mapped the interactions between user touchpoints and backend operations, providing a clear visualization of data flow and process handoffs.
This blueprint played a crucial role in aligning cross-functional teams, streamlining workflows, and ensuring a consistent experience for both customers and associates.
Happy path for new customers
The customer fills in the eCommerce form with necessary information.
ERP automatically converts the prospect into a client upon receiving complete information.
Credit line activation is triggered seamlessly without manual intervention.
Immediate access to the e-shop, including access to personalized prices and payment options.
Error path for new customers
If account creation fails, an automated email notifies the customer of the delay.
The request is routed to an associate for manual verification and account creation.
Existing customer path
The CRM receives the request and verifies the submitted information.
If contact is known: the system checks for an existing Account-Contact link and triggers a risk assessment model.
Upon a successful assessment, an email prompts an admin to verify the application.
If account-contact link doesn’t exist: the same flow occurs, with additional steps for account creation.
RESULTS AND IMPACT
This project demonstrated the transformative impact of a unified and automated onboarding process, enhancing both user and associate experiences. By systematizing the onboarding process across branches and the e-shop, we created a cohesive and scalable solution.
The approach ensured seamless account creation for new customers while simplifying online access for existing offline clients, significantly improving activation speed and reliability.
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