As I think about the benefits that the Salesforce COVID-19 Response Package can bring to Health Care providers, I am reminded of the early days of CRM for other industries such as Manufacturing, Chemical, Financial Services, Consumer Goods, and others.
Before CRM, those companies were typically reliant on their ERP systems to service their customers. Customers would have a single channel (voice) to call into those companies and make inquiries along the lines of:
Setting up an account
Complaining about products and services
Asking technical support questions about their products
And customer service agents were able to assist by directly entering or searching for information in their transactional systems.
What those ERP support systems did not do is:
Track statistics on those calls
Determine whether their answers solved the problem
Allowed for a structured follow-up opportunity
Closed the loop on those complaint calls
Allow for measurement that would lead to improved processes
If companies wanted to track those in any way, they did so in spreadsheets, Sticky Notes, or Notepads.
Over time, their needs evolved, and they realized the benefits of layering a proper CRM solution on top of ERP. Doing so allowed for measuring effectiveness, improving operations, and opening additional channels of communications such as portals, emails, and Mobile. Companies could then adapt to new business models and customer and partner channels.
Over the last several years, Salesforce has become the undisputed leader in CRM due to some key distinctions that customers have come to appreciate and benefit from – including:
Easy and fast to implement
Easy to use and configure
Supports all channels of communication in a well-orchestrated manner
Open to integrate with back-end internal and external systems
Highly scalable and secure in the cloud
Extensible to allow for custom capabilities specific to industry or organization
Healthcare providers are now quickly faced with the same need as those industries like never before.
Before this crisis, the support needs of a HealthCare provider did not change day to day and looked a lot like those other industries before the introduction of CRM systems of engagement.
The kinds of calls they took from patients included topics along the lines of:
Scheduling or rescheduling appointments
Getting test results
Checking what services (and at what levels) they are covered for by their insurance
Check hours of operation and addresses for facilities
And other topics related to their services. But the topics and answers did not generally fluctuate regularly – in many cases, only a few times/year at most. So, the traditional Health Care EMR and equivalent systems served them well. Like the traditional ERP systems, they were not very flexible, but they were never meant to be. There wasn’t a need.
What Salesforce has been bringing to those other industries and has continually evolved at a dramatic pace, is exactly what HealthCare providers need today – a system of engagement that sits on top of their systems of record to address the incredibly fast-moving changes facing this industry that has turned it on its head in a blink of an eye.
For example, a few short weeks ago, providers may not have had to check whether there was a hospital bed available in real-time for an appendectomy. Or direct patients if they feel sick and may have the virus. Those messages and tracking of data are a new phenomenon, and the answers are changing daily if not hourly.
To summarize, there has never been a more critical time for a patient and physician-focused solution that is:
Quick to implement compared to other healthcare-related technologies
Intuitive for rapid time to proficiency
Easy to configure and adjust as patient-related rules for behavior continue to change
Multi-channel (call, patient and physician portal, Mobile)
Open to integrate with back-end EMR systems
Measurable with insights that lead to a continuous improvement process during this dynamic time
The Salesforce COVID-19 Response Package solution incorporates all of these attributes. That’s why Salesforce created this offer to provide this solution to Health Care providers free of charge in this time of need.
Customertimes is proud to partner with Salesforce to help Health Care providers implement a base system providing initial services free of charge as well. We are ready to be a partner in this critical mission, all remotely and in short order.
To learn more about the Salesforce COVID-19 reach out to me directly at firstname.lastname@example.org
Jim is the Chief Customer Officer at Customertimes. He has more than 30 years of experience in the enterprise software industry, having worked with both software and professional services companies ranging from venture backed start-ups to some of the largest software companies in the world. Jim has held management roles across Sales, Marketing, Product Management, Product Marketing, Professional Services, and Corporate Strategy, and he has personally helped 500+ clients across the globe leverage technology to improve customer-focused operations.