We were recently fortunate enough to sit down and chat with one of our customers about how positive they found their experience working with MobileCaddy on a mobile app project to accelerate the digital transformation of their business.
This week, we’re taking a closer look at another customer, Biocomposites, Ltd., to outline the process which resulted in selecting MobileCaddy as the most suitable, capable solution to mobilise its existing Salesforce communities of re-sellers and field sales reps.
A business built on innovation
Biocomposites is a pioneer in the field of calcium compound medical devices, designed to regenerate and repair bone and soft tissue. Connected with universities and hospitals in over 40 countries, Biocomposites is at the forefront of its specialist market, supporting over 500 surgeons and their patients with a range of unique products. Over the years its vast expertise, dedication to innovation, and consistently high standards have led to unrivalled quality across the entire spectrum of the delivery of these products; this includes research and development, manufacturing, right the way through to distribution.
Drivers for digital change
The leadership of the organisation understands that much of its own success can be attributed to the confidence their end customers have in their products, people, and processes.
Seeing an opportunity for improvement to increase their market dominance, the business leaders sought to transform the product distribution process, with an aim to increase customer acquisition, retention, and satisfaction.
This opportunity took the shape of a vision to mobilise their existing distribution process, to empower their large network of field-based sales reps, allowing them to sell more quickly and effectively. Using Salesforce communities to enable these sales workers, the leader of the mobile strategy identified the need for a robust, completely customised mobile app as the only way to bring that vision to life.
The Biocomposites Mobile Distributor Hub
This mobile app would allow the reps to provide the product education and insights required to guide surgeons through the selling process, whilst being fully capable when offline to comply with certain connectivity regulations in the environment of a hospital or medical facility.
An app was the simplest and most convenient way for those employees to gain instant access to a wealth of relevant product information, performance data, use case examples, in-depth answers to questions, and any other necessary content in an easily digestible format.
This would also enable them to streamline the sales process by reviewing order histories for existing customers, log leads and other customer information, place and process orders, and complete various other important tasks all directly at the point of sale.
Critical success factors
In order to achieve these significant improvements for the benefit of the workforce, while remaining aligned to the identity of the brand, Biocomposites outlined a number of requirements for the solution:
- The app would need to eliminate time-consuming manual data entry and correct any inconsistencies
- The app would need to be powerful enough to deliver rich visual representations of data and information
- The app would need to incorporate advanced device-specific capabilities, such as photo capture, barcode scanning, and more
- The app would need to be completely branded to the company’s design specifications, including listings on the Apple iTunes Store and Google Play Store
- The app would need to be robust and secure enough to support a widely distributed BYOD policy
- And finally, all data and logic had to be fully available offline, with the app being totally responsive regardless of connectivity, to meet hospital regulations and compliance.
Because Salesforce communities extend your business out to external users, a custom app is generally a necessity when mobilising the Community Cloud, because branding and accuracy become essential. Due to these very specific requirements, a Salesforce1 mobile app couldn’t be considered as an appropriate solution of choice for Biocomposites, due to limitations in customisation, as well as severely insufficient offline functionality. Unfortunately, a fully custom Salesforce Mobile SDK app would have incurred an exponentially higher cost, and been a far more challenging project to deliver.
This led Biocomposites to MobileCaddy. The MobileCaddy solution offered the business leaders a unique way to create a robust app which incorporated all of the custom design elements and complex functionalities necessary to succeed within the criteria they had outlined.
Working offline was crucial to this decision, because full offline data and logic within all apps connected to the Salesforce platform is a core component of MobileCaddy’s approach.
As previously mentioned, though, the most important factor was the need for an app that was completely branded, with a customised design which would act as a representation of the company’s identity to its external re-sellers. Their Chief Marketing Officer, Hamish White, wanted a selling tool in the hands of his reps which reflected the innovation and cutting edge expertise that the company was built on, available to their entire community.
The MobileCaddy development team worked extremely closely with Hamish throughout the entire process to ensure that the design and functionality were both completely aligned with the commercial goals he was looking to achieve when introducing an app into this critical distribution process.
“As this was breaking new ground for both of us; scanning bar codes for order processing, dynamic permission handling of content by roles and jurisdiction and so on, it was a very interactive process with lots of flexibility and goodwill. The determination to get it right was always evident,” said Hamish White, Chief Marketing Officer, Biocomposites.
MobileCaddy’s comprehensive solution was able to successfully deliver exactly what the business and its users needed, at speed, with trust in the app to do its job, and with a significantly reduced capital expenditure. These are possibilities that many business leaders remain unaware of when working solely within the boundaries of Salesforce1 apps.
“The app is now up and running and has received very positive feedback from our salesforce. It’s meeting their needs and is undoubtedly a first in our sector. We’re now able to update content dynamically to reflect regulatory changes and have begun to streamline our order processing to help eliminate errors and improve customer service,” added Hamish.
Building on that success
Looking to leverage the agile versioning capabilities that come with end-to-end mobile app lifecycle management, the Biocomposites executives are already able to think strategically about improvements they may want to make to accelerate their return on investment.
Variations in versions of the app for US and UK reps, for example, can be tested to a live group of users without any disruption to the wider workforce, and can be deployed seamlessly to both app stores when required.
Overall, Bicomposites has made a significant step towards true market-leading digital transformation, taking full advantage of MobileCaddy to deliver an app which can live up to its emphasis on innovation.
There are plenty of fascinating examples of businesses across all different industries and sectors reaping the rewards of a more strategic approach to their Salesforce mobile applications. Read our exclusive case study to learn how a leading retail brand has successfully leveraged the Salesforce platform to build custom, complex mobile apps, gaining competitive differentiation, significant financial benefits, and innovative improvements to the daily working experience of its employees in doing so.