From “Ice Skating on Asphalt” to “Taking a Walk in the Park”: A Customer Purchasing Experience on the BD Biosciences Website

Jason Franklin always wanted to be part of the solution rather than just tackling a problem. Even as a child, rather than accepting the language barrier between his best friend’s parents and himself, Jason resolved to learn enough Gujarati, the language his Indian friend’s parents spoke, to communicate with them to some extent.

He carried this perspective with him to the corporate world. When he thought he could use his potential better than as a phlebotomist at SEPA Labs, a pathology lab that services patients and healthcare providers, he looked for other glamorous avenues in the company. He found his passion, moved up the ladder and became the purchasing supervisor.

But, soon Jason realized that purchasing reagents online was not as glamorous as he thought; in fact, it was more painful than he had expected. His company extensively uses flow cytometry techniques for cell analysis, and BD Biosciences is their primary source for flow cytometry instruments and reagents. He places bulk orders for flow cytometry reagents every quarter, in addition to other small orders in between. At a given time, he had to place 50+ items in the cart for his bulk orders. However, the way BD Biosciences purchasing was set up at the time, the cart would allow only a maximum of 40 items. Thus, he was locked out every time and had to call someone.

“I suffered through the phone tree,” he recalls, when recounting that experience. “I learned the words to get through the tree and reach the right people.” The “right people” would have to cancel the order, unlock the cart and let him in to complete his order.

“The experience was akin to ice skating on asphalt,” he says with humor.

Needless to say, it was a painful experience for Jason, and he wished he didn’t have to go through that hassle every time he placed his orders. 

The timing for his wishes could not have been better. BD Biosciences was making efforts toward a digital transformation, especially focused on enhancing the ecommerce capabilities of its website. Luckily, the person who had been entrusted with the responsibility for collecting requirements for this enhanced experience was Debbie Simons, the “right person” who had rescued Jason from his order anguishes every time!!

By this time, Debbie and Jason had become friends from their numerous interactions and she ventured to ask him if he could be part of her efforts in mapping the customer purchasing journey.

Jason, given his love to be part of the solution, willingly agreed.

“There’s no point in griping about the problem to the other person on the line”, he says. “At the end of it, we are all in this journey together for patient care. So, I decided to be the customer partner and documented all my issues.”

Debbie, in turn, took the information, worked with the development team to rectify those issues, and meticulously ensured that every single one was fixed.

“Everybody was questioning every step,” she said. “We reminded ourselves that at the end of the day, we’re trying to solve the customer’s problem.”

When the brand-new digitally transformed BD Biosciences website launched in 2021, Debbie couldn’t wait for Jason to test the site! Brimming with excitement and anticipation, she contacted him and asked him to try placing his orders.

Jason did, and he was thrilled.

“I had no issues. My order was placed quickly and easily. No technology problems. The new BD Biosciences website worked flawlessly! It saved me a lot of time. The new experience is like taking a walk in the park.  It’s like night and day!” he shared enthusiastically, his voice displaying evident relief.

Jason appreciates that the company he interacts with on a regular basis took his problems seriously and tried to find a solution. He no longer has to physically type in every single line item. He is able to load his 50 items at the same time, without being kicked out. He now has the ability to track his order history, order from the same lot and get them all shipped together.

While Jason enjoys the time he has saved in placing his orders, BD Biosciences is continuing to find ways to make it even better for customers like Jason. Collaborating with partners like Jason not just feels good, but it’s also the right thing to do. After all, to quote Jason,  “we are all in this journey together!” And for BD, it is an important tenet of our goal of advancing the world of health™.