Persona Fictional name Attributes Cautious Protective of her
Persona Fictional name Attributes • Cautious • Protective of her people • Wants to provide the best client experience • Little power within the organization • Comfort with technology varies, but tends to be low • Under appreciated, deals with complaints Triggering Event • Her manager is questioning the size and growth of her budget • Her internal customers are complaining about insufficient services • She is seeing growth in demand • Her onsite vendors are not meeting her needs What Does Success Look Like? • A reduction in cost per patient encounter of at least % • Ability to handle more clients without proportional growth in budget • Internal customers like the new system • Complaints to her office go down Early Buying Signals • Reaching out to colleagues at similar companies • Internet search • Filling out a contact form • Reaching out to existing onsite and telephonic vendors Real or Perceived Barriers • You’re going to replace all my people and they’ll be fired • Video can’t possibly provide as good an experience as inperson interpreters • We had a bad experience with VRI in the past • I don’t want to train people to use a new system Influencers • Other similar managers • Finance/CFO (sometimes) • Nursing and clinical leadership Key Product Features • No scheduling – eliminates a major headache within her organization • Language selection • Minimal IT involvement • Quickly access service • Reporting Information Sources • National groups and conferences: • Local groups: • Newsgroups, listserves • Sales presentations, emails, direct mail
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