‘Instant Terms’

Reduce processing time by digitizing the request for payment terms

Overview

Univar Solutions, a leading global B2B distributor, sought to streamline their customer onboarding process. The traditional method was cumbersome, often leading to delays and customer dissatisfaction. The digital team aimed to create a more efficient, progressive onboarding process, beginning with the implementation of 'Instant Terms' for US and CAN guest checkouts.

Project details

Company: Univar Solutions
Team: Buy
Project: Instant Terms
Role: UX research and design lead
Status: Launched 12/2023

Problem

The traditional onboarding process for new customers at Univar Solutions had several significant issues:

  • Complexity: The onboarding packet was extensive, with many sections, some optional, causing confusion.

  • Timeliness: Customers needed to return the packet promptly to initiate processing, but delays were common.

  • Uncertainty: Different sections were processed by various departments, leading to unpredictable processing times and lack of updates.

  • Business Impact: Delayed onboarding prevented customers from placing orders, risking loss of business to alternative vendors.

Outcome

The 'Instant Terms' feature has been successfully implemented for guests in checkout. The benefits observed include:

  • Reduced Onboarding Time: Faster account setup and quicker access to products.

  • Improved Customer Experience: Simplified process, less overwhelming first experience with the company.

  • Increased Customer Retention: Reduced likelihood of customers turning to alternative vendors due to delays.

Process

Stakeholder interviews, cross-functional strategy workshop, design concept testing.

Research and Insights

Seller interviews reveal key pain points in the onboarding experience

  • Daunting process: The extensive documentation overwhelmed customers, even when representatives highlight critical sections for completion.

  • All-or-nothing submission: Customers must wait to return the packet until all required sections are complete.

  • Lack of visibility: Both customers and representatives were unaware of processing status, creating a sense of being "in the dark."

Solution Development

Digital team proposed breaking the onboarding into a progressive process.

  1. Skinny-Customer account setup (complete):

    • Objective: Quickly collect basic information (sold-to and ship-to addresses) and vet the customer.

    • Benefit: Enable faster initial setup and allow for basic interaction with Univar Solutions.

  2. Digitized credit terms application:

    • Objective: Allow 'skinny customers' to set up payment terms through a digital process.

    • Benefit: Reduce paperwork and expedite the approval process.

  3. Digitized tax exemption management (scheduled 2024):

    • Objective: Allow newly established customers to view and manage their tax exemptions.

    • Benefit: Customers gain 24/7 access to their exemption information, minimizing reliance on the customer service organization.

How might we optimize requests for credit so that new customers experience minimal wait time?

We focused on creating a streamlined application for US and CAN guest checkout. Working closely with each country’s credit team, we refined the necessary information for establishing terms. Furthermore, the US team was able to agree on separate tiers of information required for “small” and “large” requests. This led to two different flows for the US market:

  • Under $10k Requests: Minimal information required, with almost instant approval.

  • Over $10k Requests: More extensive information needed, with a 24-48 hour approval timeframe.

Next Steps

The Acquisition and Onboarding team plans to leverage the insights and framework from this project to develop additional progressive onboarding initiatives, enhancing the overall customer experience at Univar Solutions.

Retrospect

This project relied entirely on feedback from internal subject experts and competitive insights, rather than on customer feedback. While I would have preferred to validate our final flows with customers, budget cuts eliminated access to UserTesting.com as well as interview compensation budget. The team accepted that we would have to closely monitor the process after launch and potentially iterate.