Becton, Dickinson and Company | interviewed internal clients to understand creative team’s account management challenges

scenario:

The manager of the Graphics Lab within this global medical technology company requested a customized and confidential interview process with their internal clients. The goal was to better understand how they should position and grow their department to support client needs and rebuild some tarnished relationships. The team faced several challenges, including:

• unplanned, reactive project initiation and account management systems
• lack of adequate internal processes to support funding structure
• unclear organizational structure and role definitions
• positioned as internal vendor/service-provider rather than value-added partner

actions taken:

Emily Cohen interviewed internal clients to better understand current needs and challenges. As a result, a summary of learning’s and high-level recommendations were provided in the following areas:

• financial accountability
• structured, documented project initiation procedures (including creative briefs and project estimates)
• responsive account management
• staff management and organizational structure
• positioning tactics

outcome:

Provided strategic, actionable solutions that supported the manager as he initiated steps to regain his team’s focus and direction and rebuild relationship with in-house clients. Recommendations inspired further internal evaluations, re-structuring and new processes to support client needs. Led to improvements in the lab’s internal sales and positioning efforts, to better reflect the full value and depth of the team and department.