Who is designing your employee experience?
Product designers focus on experience design, a growing field popularized by iconic designers like Dieter Rams of Braun or Jony Ive of Apple. Designing experiences is all about creating a genuine connection with the people using your product. It’s not the “feel” of a product. It’s the feelings you get when using it. Experts engineer those emotions.
So, why don’t we invest the same effort in our employees’ experiences? Especially when they are responsible for our users’ experiences?
Healthcare is notorious for long, crawling purchase cycles, and no process better demonstrates that than an “RFP.” Used to compare and evaluate vendor products, this approach was once the gold standard for vendor diligence, but it has come at a price, specifically limiting organizations’ ability to innovate and see faster returns on their purchases.
Speed Up Your RFP Process to Deliver a Solution More Rapidly
Most organizations use a Request for Proposal (RFP) as part of a selection process to solicit vendors for products or services. Historically, this questionnaire format helped organizations manage the complexity of the products evaluated, ensure that a vendor can fulfill its promises, and document the diligence necessary to purchase goods. RFPs assemble needs from various departments into requirements, usually compiled in a spreadsheet, and are sent to Vendors to respond. Vendors document their capability to meet those requirements, from which a project owner or selection committee selects the best solution for their need.
Imagine a future client. They are the most successful and satisfied customer in your company’s history. Now, rewind all the way back to your first conversation, when they knew nothing about your product. Press play and pay attention to how and when your prospect learns about the value of your offering.
How did they learn about you? What did you share to help them make their first step? At what point did they speak with an existing client or ask about price? What greased the wheels to have your contract signed? Most importantly, what did they learn in the sales process that guaranteed success as a customer?
Documenting how your prospect acquires knowledge in your sales cycle improves sales conversions, forecasting, and customer success. Yet, it is among the most overlooked elements of a repeatable sales strategy.
Software companies hire User Experience (UX) pros to obsess over making their products usable and delightful. UXers merge multiple disciplines, including engineering, marketing, graphical design, and product management to meet the exact needs of a customer. They fixate on every path a user might take and compose the software’s appropriate response.
Investing in UX affects a customer’s real and perceived value from the product, as well as customer satisfaction, retention, and their lifetime value to the company. As a result, the profession is expected to double the US job growth rate through 2020 (22.1% vs. 14.3%).
Topics: Healthcare Vendors, Sales, Purchasing Decisions, Healthcare Leaders, Hospitals, User Experience, Marketing Technology, Customer Experience, UX, Design Thinking, Sales Process, Customers, healthcare IT vendors, Vendor Selection