It’s Your Job To Figure That Out
When you’re building a product for someone, the first thing you need to know is that your customer probably doesn’t care.
They will care. Once you’ve finished the product, put it in their hands, and made their life better, then they will care.
For about as long as it takes them to remember that lunch is in an hour. Then they’re back to not caring.
Such is the life of a product creator. It’s your job to create something new for customers, but it’s not their job to care. This can seem disrespectful. You slaved away, building this product for them. You’ve sacrificed weeks, months, years of your life to make this — and they can’t be bothered to give you a little feedback?
You might feel entitled to at least some attention. You are, after all, building a product for them. Surely they can take some time out of their day to tell you what you should make.
But they won’t, for a couple of reasons:
- They don’t care enough to. They have a million other things going on in their life. Things more important than telling a programmer how to do their job.
- They’re too busy to. Chances are, they’re busy building something else for someone else. They don’t have time to sit down and go over the product with you.
- They don’t know how. They don’t have the skills to create the products they use, and they don’t have the bandwidth to sit around and come up with ways the product could be different. Studies have shown that the only feedback they can give you is feedback about what they’ve already used, not what’s possible. (Considering what’s possible is your job).
They don’t because it isn’t worth their time. People value their own time. “The majority (66%) of adults feel that valuing their time is the most important thing a company can do to provide them with good online customer experience.”
That doesn’t mean it isn’t worth your time, because it is. The reason customers won’t give you attention isn’t that your work doesn’t matter; it’s because they have delegated the work to you and trust you to get it done. The highest authority in any business isn’t the CEO or the board, but the customers. It’s their money that pays the bills.
It’s your job to solve their problem, and to solve it with as little support as possible.
To some people, that sounds harsh. ‘You expect me to solve your problem, without your help?’ It can even seem like a tautology; how do you solve a problem you know nothing about?
In reality, it’s honorable work to have. And deep down inside, you know this. You’re in this position because you decided to make building products for other people your job. You made it your job (hopefully) not because you thought you’d get rich, or because it was easy, but because you find meaning in the work. Appealing to customers to tell you what to do not only produces a worse product; it takes the challenge and the honor out of doing it.
That said, you want to stay receptive to any feedback they have without forcing them to give it. People may not be able to imagine what will make them happy, but they can tell you how they feel about what’s in front of them right now.
Not getting in the customer’s way is almost as important as making the product in the first place. One study showed that 74% of customers are likely to switch brands if they find the buying experience difficult, no matter how awesome the product. This is a painful loss because it costs anywhere from 5 to 25 times as much to acquire a new customer as it does to keep a current one.
If your customers could help you that much, you’d be out of a job.
As it so happens, they can’t. By virtue of their position, they lack the objectivity they need to understand their problems. By virtue of their jobs, they lack the skills necessary to engineer a solution to their problems. And by virtue of their daily responsibilities, they lack the vision to consider other possibilities.
“I think Henry Ford once said, ‘If I’d asked customers what they wanted, they would have told me, “A faster horse!”’ People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”
Your customers may not be able to actively help you, but they are still a valuable source of information. Their behavior is feedback in and of itself.
- If they receive what you build with no comment, it communicates something. It could mean that your solution is so compelling that they don’t need to worry about it anymore. Or it could mean they’re not using your solution because their previous one is easier for them.
- If they react positively, that doesn’t mean it’s time to pump the breaks. It means whatever you’re doing, you’re doing right. You should be doing more of it.
- If they receive your product with reluctance (or outright complaints), it means you’ve taken a wrong turn. Don’t wait until they complain about the product or cancel their service. Make sure to identify what’s causing the friction and solve it before it becomes a more significant problem.
“The best customer service is if the customer doesn’t need to call you, doesn’t need to talk to you. It just works.”
It’s an honor to create products for people. Nothing matches the satisfaction you get when you see something you made changing the lives of countless other people. People are leaving it up to you to create something for them. And when they start using it, you know it isn’t because someone forced it on them, but because it makes their life better.
At Olive, we make Artificial Intelligence for doctor’s offices and hospitals that handle administrative tasks, so healthcare employees can do what they do best — take care of their patients. Check out our website to learn more.
As technologies have rapidly improved and advanced in their cognitive abilities, humans have willingly deduced themselves to manual routers of information. But wait… weren’t computers supposed to do that? I want us all to change the way we think about AI in order to build communities, not walls. AI should be used to scale human capacity rather than replace human necessity, and work side-by-side with healthcare employees of all levels and specializations.
I spoke at the “Machine Learning and AI for Healthcare” event at HIMSS a few weeks ago and because there wasn’t any video footage I wanted to at least share my thoughts on AI in this blog post.
I truly believe that it will require all of us to solve the problems that exist within healthcare by changing the way we think about AI in order to build communities instead of walls. That’s why I titled this “Integrate with Nothing, Outegrate with Everything.” I know what some of you are thinking. Outegrate isn’t even a real word. Let me tell you from personal experience, you can’t be a successful startup without having the ability to dress funny, use words like “disrupt,” “lean,” and “unicorn,” and lastly you can’t be a successful startup without having the ability to make up words once in a while.
Some of you may remember CrossChx as the startup that brought a DeLorean to HIMSS two years ago, with our “lobby of the future” concept. We were focused on solving the problems around identity and data resolution. Based on the success that came from creating a unique global patient ID, our customers requested our help to further reduce costs that are incurred by the stress points associated with manual processes that result in claim rejections, denials, no shows, and more. We knew we had an even bigger opportunity to solve massive problems in healthcare with AI. What we believe is that for AI to be truly useful, it must be indistinguishable from a human and that AI should do what machines do best — leaving the tasks that require creativity, empathy, and passion to people.
Now that you know a little bit about our story I want to set the tone for why I believe what I believe by sharing my personal story.
I was born in India to Aviraj and Sureka, and I have an older brother named David. If you’re Indian, or know someone who is, you know that there are a plethora of people in Indian families. Some that you know, and some that you will never meet, but that’s just the way it is. Until I was six years old, there were twelve of us living in four bedrooms, sharing one kitchen and one bathroom all on the bottom floor of an apartment building. When we immigrated to the United States in 1991, I met nearly a hundred more family members and we all lived within a ten mile radius of each other in the suburbs of Washington, D.C. The biggest lesson I learned throughout my childhood was that community matters. There was always a reason to celebrate…Thanksgiving and Christmas? Let’s get a hundred people together and pack them into the smallest place possible. You got a new pair of shoes? Great! Let’s celebrate that by going out to eat!
Historically, humans were centered around family and communities.
Generation after generation lived together under one roof, and when families did live separately, they never moved very far. We have since become a more individualistic culture. We walk around all day with our heads buried in our phones. We rely on ourselves. We live far away from where we were raised. Our connections with other people sometimes take place most often in the workplace.
It seems as though some of the technologies within healthcare have succumbed to the same mindset.
Now there are plenty of inventions that have helped us connect what was once disconnected. Think about electricity, the automobile, railways, mobile telephones, Facebook, and the list goes on. On the flip side we also know that there are plenty of technologies that do not help us become more connected. Healthcare, for example, has made significant investments into EHR’s, email, phone, chat, analytics, patient portals, and revenue cycle tools. Not to mention the time spent on hiring and training staff on these applications at disparate parts of an organization.
Instead of these technologies existing within a cohesive community that benefits both the patient and provider, they have built walls.
These are pervasive problems that I’m sure each of us have to deal with on a daily basis, but imagine what that must feel like for healthcare workers around the world. You could walk around most healthcare trade shows and slap vendor logos on each one of these walls. Most technologies require expensive integrations and the client is stuck paying the bill and allocating their IT staff to complete each of these projects.
“The sheer volume of healthcare data and the industry’s inability to tap its potential adds up to more than $300 billion annually in wasted value. Add to that compliance with federal privacy laws, and it’s no wonder patient care is often a mess. Multiple health data sources keep information such as clinical, financial and operational data siloed and separated, a problem that’s compounded by each data system’s unique validation rules, formats and key identifiers. With different databases and software systems holding different subsets of data, it’s difficult to get a complete picture of a patient — so accurate analysis of all that information is tough to do.” — The McKinsey Global Institute.
Because of the lack of interoperability with these technologies, human employees such as clerical staff, nurses, and even doctors, have become the routers of information.
Transferring data from one system to another. Typing and clicking their way through routinizable tasks, and spending less time focused on direct-patient care. Recent studies have shown disturbing trends in physicians spending nearly 50% of their time working within the EHR and other technologies that they use. Aside from being stressful and tedious, clerical processes are naturally prone to human errors– errors which can ultimately cost organizations tens of thousands, if not hundreds of thousands of dollars each year.
So what can AI do to help scale human capacity rather than replace human necessity?
Let’s begin by helping hospitals and health systems optimize operations. AI allows healthcare organizations to automate a variety of tasks including eligibility, order management, prior authorizations, claims processing and more. AI doesn’t compromise the IT infrastructure you already have in place– it merely helps you run the tools you already have more efficiently.
Earlier I talked about the investments that healthcare organizations have made in a variety of technologies. When you hire someone, you don’t expect them to show up with their own applications to perform their duties. So why expect your AI to do the same? Instead, we should expect AI to adopt the tools that are already in place and use them to perform their duties just like any other human. Just like an employee, an AI solution can get an email address, EHR or system account, a VPN, and access to any other necessary tools that are essential to fulfilling an employees duties.
Because AI can work 24 hours a day, 7 days a week, and 365 days a year, it will empower healthcare workers to spend less time processing data and more time focused on direct-patient care.
There will be obvious benefits that will come from AI including cost reductions, increased revenue, time saved, satisfaction for staff and patients alike, but for the sake of the people on the front lines of healthcare I truly believe AI will help reduce burnout and help scale human capacity by allowing us all to focus on the things that can only be accomplished by the wonders of the human brain.
Let me give you a quick example of what is possible with AI. I recently went on a site visit to a rural hospital in Georgia that has implemented AI to handle their eligibility and order management process. This is a 50 bed hospital, that is more than likely the largest employer in the area, and they didn’t even flinch when they saw AI as an opportunity. Instead of the doom and gloom that can be associated with AI, they focused on the overall positives.
The entire leadership team there got together and decided to send their Director of Patient Access to Disneyland for the Quality Service course taught by the Disney Institute. She was able to come back and reallocate her staff to direct-patient care and customer service needs rather than focusing on the repetitive, high-volume processes that they used to handle. Now will everything be that easy? Maybe not, but it does give us a glimpse of what is possible.
Now, let’s talk about how implementing AI can help not only organizations, but actual patients. Imagine having hundreds of instances of AI live at health systems around the country. Let’s say that you are traveling across the country for a family reunion and while you’re eating at a rest stop you chip a part of your tooth. Now you don’t want to show up at this reunion with a chipped tooth so you text and AI solution and say “hey I chipped my tooth can you find me a dentist that I can fix it for me asap?” The AI solution replies back and says “there are five dentists in this area that take your insurance and since I am logged into their schedules. I can tell you that these are the available times which one would you like for me to schedule?” You text back ”2pm” and then the AI solution gathers all the information of dentists you’ve ever been to, puts it together, and inserts it into the system of the dentist that you are going to. There’s no need for forms, or eligibility checks. The necessary information and data is there. That is the type of future that we can provide to consumers and that is the type of future that I want to be a part of with AI.
Click Less, Care More.
We work in an industry that has historically been left behind in technological revolutions — so it’s incumbent on each of us to make a commitment to move our technologies and organizations forward with AI. Once we’ve delegated our data heavy tasks back to computers, we’ll empower our teams to stand back up, click less, and care more. Doctors, nurses, and even clerical staff will finally be able to give their full attention to creating communities within your health networks, without the stress of tasks that are better suited for machines. AI will work alongside of us — not instead of us — in every department, of every organization. When our human capabilities are augmented with AI, we can create communities instead of walls like we’ve always imagined. Integrations cause stress, confusion, and headaches… but outegrations can transform our facilities into innovation centers capable of transforming the way we provide healthcare.
If you would like to learn more about how CrossChx is helping hospitals and health systems around the country Outegrate with Everything by hiring Olive, our AI solution, please visit hireolive.com/outegrate