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Mirror, Mirror: How Customer Interactions Lead to Better Products


Customer interactions article


Don't trust a mirror that only tells you how wonderful you look.” ― Matshona Dhliwayo

I remember playing softball as a kid, obsessively working on my swing. It’s all about your stance, the way you hold the bat, and timing. I would practice and swing the bat one hundred times over, but what I always needed was another perspective, someone to watch and tell me what I could fix.

As someone who has worked in customer service for the last few years, I’ve learned first-hand how customer interactions can serve as an outside perspective that companies need.

Product Support as a Primary Customer Interaction Channel

pMD’s customer support is one of the primary channels in which we interact with our customers. Not only do we provide 24/7/365 support to help solve any issue or answer any questions pMD customers might encounter, it’s also a way to gauge how our products are creating value and what things we need to focus on as a company to make pMD even better!

Product Feedback Process

Here at pMD we “eat our own dog food,” meaning we use our own product on a daily basis (we don’t actually eat dog food). This gives us pretty good insight into what is, and sometimes isn’t, working properly. Even with that said, hearing from our customers who use pMD in their medical practices allows us to gain further insight into areas of improvement and innovation. The pieces of feedback they give us are like little nuggets of gold for debugging, making adjustments, and enhancing product features. We have a process for receiving this feedback and doing our best to ensure nothing is overlooked or falls through the cracks:

1) First, product feedback is received by a pMD employee via various channels of interaction with our customers, such as support, training, implementation, or account management

2) The request or idea is submitted as a ticket to our product team for review.

3) The product feedback request is triaged based on answers to the following questions:

•  How immediately can change be implemented?

•  How many users will be positively impacted?

•  How much time will this save our users?

•  Will this improve our security?

•  Does the update make our products easier to use?

Charge Capture Product Feedback in Action: New Feature for Nephrology Billing Teams

Most new product features and updates that we release are driven by the feedback we get from our customers. If the request identifies a specific need and the solution will positively impact pMD’s user base, then the request has a good chance of making it on to our product roadmap.

We recently released a new feature that helps our charge capture customers' nephrology billing teams stay organized and save time by automatically batching Monthly Capitation Payment (MCP) dialysis visits, where they can then be appropriately processed at the end of the month. This enhancement was a direct result of customer feedback; through various account management meetings and support encounters, we learned that many nephrology billing teams were spending a disproportionate amount of time manually sorting and organizing their monthly dialysis visits. We worked with these customers to understand the issue at hand and determine how to best implement a change that would be most impactful, ultimately resulting in a new feature now available to all of our nephrology practices.

To put it simply, the relationship we have with our customers is symbiotic. We strive to make a product that creates value for our customers, and in return, we truly value the feedback that we receive from them. While it's great to have a mirror that tells us how wonderful we look most of the time, we also appreciate when we receive feedback on how we could be better!

Find out more about pMD's suite of products, which includes our MIPS registry, charge capture, secure messaging, clinical communication, and care navigation software and services, please contact pMD.
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