CooperVision modernizes its global B2B e-commerce experience
CooperVision, one of the world’s leading manufacturers and providers of contact lenses, works globally with eye care professionals and opticians to deliver solutions tailored to each patient’s needs.
CooperVision has embarked on a major transformation project to modernize its B2B e-commerce experience across North America, Asia-Pacific, and EMEA. With each country operating its own website and product range, the current user experience is fragmented and lacks consistency across markets and regions.
Digitalizing CooperVision’s Customer Experience
Dora Lui, Vice President of Commercial Operations and Strategy for APAC, and her team were drawn to Onepoint group’s customer-centric approach. As a result, CooperVision chose Onepoint group as a trusted partner in digital transformation to help identify gaps and opportunities in its commercial strategy and user experience related to its e-commerce processes.
We truly appreciated the approach proposed by Onepoint group. They helped us identify what truly defined a global scope.
The goal of the project was to deliver a consistent and engaging customer experience across all markets, while ensuring smooth user journeys and access to relevant information and products. In addition, the approach aimed to optimize the back-office processes supporting the end-to-end e-commerce journey.
To fine-tune the approach, several key countries across three regions were selected for needs analysis—The United States (North America); Germany, Italy, and the United Kingdom (EMEA); and China, South Korea, Australia, New Zealand, and Japan (APAC).
By considering both customer experience and internal processes, Onepoint group chose to apply a holistic approach, leveraging its diverse areas of expertise. This enabled the team to fully understand CooperVision’s challenges by addressing customer experience, operational excellence, and change readiness.
Understanding the customer experience
To gain insight into the customer experience, Onepoint group conducted interviews with CooperVision clients from different segments to gain a deep understanding of the existing customer journey—including key steps, touchpoints, and interactions—as well as pain points and unmet needs.
Additional interviews were also conducted with internal stakeholders to understand the current state of internal processes, complemented by quantitative analysis to assess order volumes across different customer segments. Since the study spanned multiple countries, it also identified best practices in certain territories that could be adapted and deployed in others.
With this initial process understanding, several countries were selected for deeper analysis using Lean methodology.
Improving the customer experience
Once we had a comprehensive view of the process from both the customer and internal stakeholder perspectives, we were able to identify solutions to enhance the customer experience.
Through multiple sessions with key internal teams and CooperVision’s Global Tech team, Onepoint group prioritized opportunities for improvement—focusing on automation and innovation—while quantifying organizational needs to enable informed decision-making.
The resulting roadmap was intentionally co-designed with stakeholders to encourage adoption of the identified changes.
Our co-creation approach with clients is key to minimizing disruption, managing resistance, and maximizing value for the organization.
A continuing collaboration
I truly felt that the Onepoint group team was an extension of my own team. Together, we moved in the right direction. Their work struck the right balance between detailed granularity, strategic vision, and actionable implementation.
CooperVision’s transformation journey highlights the company’s commitment to enhancing customer experience and staying at the forefront of digital innovation in the eye care sector. With Onepoint group as a partner, CooperVision is well on its way to achieving its goals and delivering a personalized, engaging e-commerce experience for customers worldwide.
The main benefits we brought to CooperVision include:
- A detailed understanding of how different teams operate and how processes function
- Improved collaboration between cross-functional teams
- Identification of innovation opportunities
- Data-driven decision-making through our insights-led approach
- A clear action plan for deployment phases
While the project initially focused on creating a consistent and compelling user experience across multiple countries, it evolved into the development of a comprehensive roadmap to strengthen B2B e-commerce capabilities from various perspectives.
This project was led by Onepoint group’s APAC teams.