Streamlining a sales experience
Overview
I led a research-driven transformation of the sales and quoting experience for Charles River Laboratories’ Discovery business unit. The goal was to remove friction in the quoting process, quantify what it was costing the business, and design a transparent, self-service estimate experience that improved speed, trust, and conversion, while creating a foundation for reuse across other business units.
Year
2025
Industry
Services
Challenge
The quoting process was slow, inconsistent, and difficult for both customers and internal teams. It created avoidable back-and-forth, delayed sales conversations, and made it hard to provide customers with early, reliable pricing guidance. We needed to: • Understand where the process was breaking down end-to-end • Quantify the time and cost of delays • Design a more transparent, self-service estimating experience that improved speed and trust
Impact
The MVP helped shift Charles River Laboratories toward a more modern, self-service quoting experience. • Positioned CRL as the first CRO to offer public, self-service quoting • Generated customer estimates worth $7m in the first 6 months • Reduced lead qualification time from 48 hours → 7 minutes • Reduced quote turnaround by 1440% • Achieved 96% completion rate and 82% customer satisfaction • Established a reusable data and content architecture to support scale across digital services.
