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Can Automation Undermine Customer Satisfaction in B2B Healthcare?

When speaking with sales and marketing professionals in B2B healthcare companies like device manufacturers, we constantly find that they face specific and extremely strict requirements for documentation.

There are the regulations that set tight guidelines to sales material. Also, the level of knowledge required from the sales reps is exceptionally high, which results in need for dense collaboration over documents with technology, medical and/or legal experts.

New technology and business models add complexity

At the same time, we expect the IoT evolution to add to the complexity of management and design of documents like partner and customer contracts. There will be more data and multilateral contracts to deal with, as the business gets more networked. There will be more conditions to be covered, say, on the quality of digital connectivity as well as service and product delivery between players. According to Deloitte, new business models like Value Based Care (VBR) could also extend risk-sharing to contracts between hospitals and their equipment suppliers.

As a result, more refined clauses would be required in the related contracts.

The Salesforce CRM platform has the tools that enable dealing with such requirements, while achieving high efficiency. But what about customer experience? Let us look at this from the perspective of document automation, which is our field of expertise.

High customer satisfaction requires more from document automation

One thing we have found is that walking just halfway (or almost completely) through the path of automation may increase efficiency – but customer experience is likely to suffer. When it comes to automated production of documents, layouts may in such case easily look poor and off-brand, data can be inaccurate and collaboration is likely to require jumping from one window on the device screen to another, then another, then back…

Up to a degree, shortcomings in quality can be corrected by manual tweaking. But where is the efficiency then – and indeed, automation itself?

And crucially, where is customer satisfaction, if documents have low quality and are slow to produce?

Enabling tight collaboration, high quality and quick document processes

Due to such concerns, we have developed our Documill Dynamo document automation application so that it completes the last mile and inch of workflow automation through tight integration with the Salesforce platform and any related applications.

That is why Dynamo offers:

  • Higher quality of content. Dynamo is versatile in the way it allows Salesforce admins to design templates, yet easy to use. Even the most complex documents can be produced without additional Salesforce coding or tweaking by end-users.
  • Faster document creation, collaboration and delivery. When a user opens a document in Dynamo editor he can, with just a click, forward it to the next user – or to a customer for electronic signing, if an eSignature application like DocuSign has been deployed.
  • Easy data management. CRM data is naturally only as good as what has been fed in the system in the first place. But even if it is flawed, Dynamo gives the option to correct the data directly in the document, from which it will be automatically copied to the CRM database.
  • High quality layout in line with brand guidelines. Dynamo has the adaptability to readily support the strictest brand guidelines. In fact, this is one key strength that has brought us many a customer, who started out with other applications.
  • Power to the Salesforce admins. Dynamo allows Salesforce admins to strictly control, which parts of documents the end-users can edit and in which way. Both admins who control brand tightly and those giving users more freedom are well served.

Learn more about Dynamo

B2B healthcare companies have specific requirements for document automation applications. We have worked hard to make Dynamo the one application that meets them completely. Why not learn more about it – or book a demo for more details?

By | January 26th, 2017|