SITUATION

AI gets the client’s perspective.

BD Home Care, the company’s direct-to-consumer business, identified the need to improve the end-to-end customer experience for its PureWick™ Urine Collection System. BD knew from customer research that convenience was paramount — its customers include both users and caregivers with various needs for the product line. Customers wanted to easily order on their own time, automate reorders and access product support and educational resources at their convenience, all from their preferred access methods. BD’s goal was to create a customer-centric service platform, simplifying the customer journey from awareness to purchase to repurchase, making it easier to access its product.

What solution did the teams unlock by working together?

BD conducted stakeholder and external market interviews, learning from industry-leading practices to define its vision. AI-driven marketing, technology, and operations consulting specialists implemented Salesforce technology to transform its digital infrastructure — connecting it with legacy systems through MuleSoft to create a multicloud platform. Through this structure, BD gained a 360-degree view of its customers with technology that could adapt and evolve with changing customer needs. In just four months, the PureWick product launched e-commerce, storefront, and marketing automation capabilities, providing BD’s customers with new communication channels.

Where did tech innovation meet human ingenuity?

As a result of this transformation, BD was able to offer PureWick customers self-service capabilities for the first time through Salesforce’s Commerce Cloud, Order Management and Commerce Payments. Salesforce Marketing Cloud helped the company drive leads, sales and repeat customers by enhancing its advertising efforts with targeted campaigns. BD also gained a better understanding of its customers by integrating its data with Salesforce Health Cloud. Sales and service agents greatly benefitted, having more real-time access to data and insights when servicing customers.

What was the real-world impact of approaching things differently?

Improved customer visibility and data-driven, digitally savvy marketing helped BD deepen customer engagement throughout the lead life cycle. By giving people more choice in how they find its products, interact with the business, and place and manage orders, BD has significantly improved its customer experience. An AI-driven Salesforce implementation helped expand the business’s digital presence and capabilities, allowing it to meet customers where they are.