Product exchange for B2B
Overview
Ab InBev is the largest brewer in the world. To help small and medium-sized retailers, they created BEES, a global eB2B and SaaS company with a presence in 28 countries.
Inside BEES, there's a help and support area called Care. In Care, it is possible – among other things – to access FAQs, chat with agents, and request help by filling out pre-existing forms.
These forms are one of the main ways for customers to get their problems addressed and solved.
DISCOVERY
One of these forms is to request the exchange of damaged products. These products can be expired, broken, or smelling funny… Whatever makes customers look and say: 'It’s not supposed to be like that.' 🤔
This process is really important for the company and for customers. In fact, it has the highest volume among all help topics offered (more than one million requests in 2024, between ABI and partners).
However, customers are frustrated with the current solution.
Based on interviews held with customers in Campinas - Brazil, and discussions with the Business Units, they said it's hard to understand the flow, and they end up asking for help from the sales representative, which leaves them without any way to follow up on their request.
Current flow
The main complaints about the above flow were:
- The subtopic selection component resembled an input field;
- The order selection screen provided almost no differentiation between orders: it was not possible to see more information or access images of the purchased products;
- The products list is very extensive and it brings the idea that all products must be exchanged;
- There was no feedback screen informing the customer that their request had been successfully created. They were automatically redirected to the request history screen without any explanation.
In addition to the interviews, we also conducted market research with 8 players (both national and international), as well as studying guidelines from portals such as Baymard and NN Group.
Results
Prototype and next steps
Concerning metrics, the goal is to increase the number of BUs that will activate the automated form by the end of 2025. Out of 28 countries, we aim for 15. So far, we have 10 countries with the new flow.
🏅 And our success metrics are increase the number of auto-filled fields and the number of tickets solved automatically (which means, without the need of an agent input).
