The Key to Long-Term B2B Relationships

"User Experience" - Yeah, it's one of those buzz terms all marketers have heard at some point or another, but do you realize how important it is to understand? In today's business world, many B2B companies are following in the footsteps of B2Cs that are essentially "getting in bed" (for lack of better terms) with their customers. Sounds a little weird, right? But it's absolutely necessary. When you get to know your customers on a deep and personal level, you gain valuable insight into their strengths, weaknesses, and objectives they'd like to reach as a company, especially while utilizing your products and services. What happens once you gain this insight? It's kind of like going on a first date. The ones that go well, at least. You create a conversation, you get a feel for each other's needs, and (hopefully) develop a relationship built on loyalty. For businesses, it results in higher likelihood of continued purchases and most importantly, happy clients that generate referrals. Buzz term or not, user experience is a VERY valuable tool that many businesses have yet to grasp. 

 Coming from both a B2B and B2C background myself, I'll admit that there's a lot B2Bs can learn from their business counterparts. Thankfully, ImagineSoftware knows a thing or two about strategic insight. When I began working for the company, one of the first things I learned was that Imagine has a near 100% client retention rate. How is that even possible?! At least, that's what I asked myself before I sat down with Gerald Hedrick, one of our Client Success Managers, to understand how the company has perfected the art of creating dialogue with decision makers and cultivating long-lasting relationships.

  "As Client Success Managers, our primary function is communication. You can think of us as the client-facing concierges of the business. We excel in aspects of software functionality and on the "how-to's" of the system. Our goal is to gather insight into our customers' business, operational, and transitional situations. We get to know them really well - their strengths and weaknesses, company goals, and what they expect from us in order to make their business more successful and efficient. That's a necessity for us, how else would we be able to ensure our clients and partners that we can solve their issues?" 

  • We understand the benefit and necessity for regular, carefully structured client calls as a standard practice of CSM. 
  • It's vital for us to match the correct resource with the needs of every client, in every situation. 
  • Meeting commitments and delivering on expectations. 
  • We immediately establish partnerships and focus on forming relationships. 
  • We understand the different between fixing something and intentional excellence. We've formed a relationship and created conversation with the client. We already know how they use the software, so when they come to us for help, we know how to get it done the first time.

These are tips that we utilize daily. When they're executed, honestly it makes our clients feel awesome so it's something we strive to exude each day."

 So go ahead - communicate, assimilate, and skip off into the sunset hand in hand with your clients... essentially. You'll thank us later. 

 

ImagineSoftware is a leading software developer and provider in the healthcare IT sector, focused on designing and commercializing innovative billing and revenue cycle management system software applications. 

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The Future Dictates the Present

The Future Dictates the Present, Sam KhashmanLess than a decade ago, technology promised to form the future. In today's rapidly changing, collaborative setting, the future dictates today's technology.

Technology of the present must be built to anticipate and accommodate changes of the future. Regardless of how the version of standards regulating the electronic handling of health care transactions change, systems must possess the characteristics, foundation, and structural underpinning necessary to allow for tweaks in a day-to-day environment as well as leaps for future requirements.

This means the technology company's organizational infrastructure has to be in lockstep with the practice plans, while both are anticipating and overall industry future trends. Your technology vendors should be able to articulate where they see the industry going and how their research and development (R&D) investment is ensuring they will be leaders in the game not only next year, but five and ten years from now. For example, a decade ago we focused on the cost and complexity of interfaces and each time a new hospital was added to the billing system, it could involve a fairly substantial amount of time and money. Groups would often interface only to the largest hospital served and work smaller entities from paper. As time went on and interfaces became standardized (and cheaper), it became practical to add even relatively small sites via electronic interface. So what did we focus on instead? Further automating traditionally manual billing process—from charge reconciliation to claims submission to coding to claims follow-up. Obviously this means your partners in technology should be a vital part of practice initiatives to maximize employee productivity and reduce costs.

 

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PBS West Interview

PBS West is a small billing company specializing in radiology and also several hospital-based practices in our regional market. It is so easy to be taken with the next generation computer systems, which Imagine very much represents. 

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