problem
ZEISS Microscopy aimed to double its revenue over 5 years but faced challenges with a manual, dealer-led sales process that could not scale quickly enough to support growth. ZEISS needed a digital transformation to enhance customer engagement, streamline the sales journey, and open new e-commerce channels, all while preserving personalized, expert-led interactions.
solution
Project Eagle was developed to transform ZEISS’s approach, implementing AI-powered digital solutions that automate the sales process and provide tailored customer experiences. The team designed a multi-phased roadmap, creating 2 key features: an AI-driven website and an online store. These components enabled customers to explore products, access personalized recommendations, and interact with ZEISS experts. Additional tools included virtual demos, 60-day trials, instant quoting, and self-service management features.
The project began with extensive research, including user flows, competitive analysis, and stakeholder interviews, to identify key customer needs. The design and development teams prototyped features that allowed customers to test and purchase ZEISS products seamlessly. The AI-enhanced website featured persona-led navigation, personalized content, and a product configurator to simplify purchasing. A major focus was on creating an engaging digital experience that retained a human touch, achieved through AI-powered chat support and integrated virtual demos.
The outcome was a sophisticated, scalable platform that transformed ZEISS’s digital sales strategy, meeting the company's ambitious growth goals. By launching Project Eagle’s solutions across North America and EMEA, ZEISS increased customer satisfaction, facilitated new market capture, and optimized operational efficiency through streamlined processes. This transformation positioned ZEISS as a leader in AI-commerce, setting a benchmark for the scientific equipment industry.
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