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Integrating Commerce & Content to Improve CX and Increase Revenue for GE Healthcare Life Sciences

GE Healthcare Life Sciences needed to integrate their siloed legacy systems into a best-of-breed digital platform to improve customer experience and online purchasing

The company turned to EPAM to develop a unified eCommerce solution with thought leadership content that offers personalization to prospects and customers, while providing the sales teams with actionable insights into the customer purchasing journey. Following the launch of the site, GE Healthcare Life Sciences achieved their business goals of increasing customer engagement, online conversions and requests for quotation. In 2018, GE Healthcare Life Sciences’ Commerce Platform won the Sitecore Experience Award in the category of ‘Best Example of Using Sitecore as a Digital Experience Platform’ in the UK.

Key Challenges

  • Siloed legacy systems made website management difficult as the eCommerce site for research, drug discovery and bioprocessing products was separate from thought leadership content and service offerings
  • Web visitors were unable to view blogs, resources or products through one seamless site
  • eCommerce site was unresponsive, single-channel and unable to track orders effectively
  • GE Healthcare Life Sciences lacked the right analytics and customer insights, the ability to track and translate campaigns, as well as automate and personalize solutions and products

Solution Highlights

  • Integration of several enterprise systems provides a seamless purchasing journey for the customer
  • Headless CMS improves customer experience and offers greater flexibility
  • Enhanced product management & content and product personalization
  • Integration with email campaign management, marketing and CRM to allow for continued refinement and sales insights
  • Single-sign-on to provide a consolidated source of customer information
  • Single view of the customer through all digital touchpoints
  • Scalable cloud environment, API-based design & modular architecture
  • Centralized repository of all digital assets

The Results

The solution helped GE Healthcare Life Sciences reach their business goals and achieve the following results: 

  • 30% increase in request for quotes
  • 50% increase in online transaction revenue
  • 21% increase in individual customer spend
  • 323% increase in institutional spend

Technologies used

  • Sitecore Experience Manager
  • Sitecore Commerce Connect
  • SAP Customer Experience (formerly Hybris)
  • Marketo
  • Digizuite
  • AWS
  • Salesforce
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“Being able to deliver thoughtful, engaging customer experiences is a crucial factor for us in maintaining a strategic competitive advantage. EPAM’s ability to deliver our vision, in the form of an integrated platform with a single view of our customer, has led to a noticeable increase in request for quotes and individual customer spend, which we expect will translate to an increase in online transaction revenue. Our successful collaboration is a testament to our combined depth in innovation and customer-centric thinking.”

Chris Batten
Digital Customer Experience Leader, GE Healthcare Life Sciences


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