Episode 3: Creating Irresistible Experiences and Building Stronger Customer Relationships with Salesforce

Episode 3 of How I Transformed This features Chris Redhage of Provider Trust and Nashville SC

ProviderTrust co-founder and Nashville SC co-owner Chris Redhage demonstrates how company culture can drive industry transformation in a positive direction.

For ProviderTrust co-founder and Nashville SC co-owner Chris Redhage, healthcare transformation starts with company culture. 

Whether he’s looking for ways to use technology to solve problems in the healthcare space or teaching his employees about core values like gratitude and conflict resolution, Redhage is passionate about finding ways to change the world through his day job.

In this episode of Virsys12’s How I Transformed This podcast, Virsys12 founder and CEO Tammy Hawes and her co-host Clark Buckner talked with Redhage about how a combination of technology and intentional relationships allow ProviderTrust to drive industry transformation.

Technology as a Problem-Solving Mechanism

For Redhage and his team at ProviderTrust, healthcare transformation centers around a lesson Redhage learned in college: technology and data can change lives.

The company uses automated processes to analyze client data and monitor exclusions, licenses, sanctions and more.

Redhage views his work as extremely important, because “it’s all around compliance and trying to remove fraud and abuse from healthcare,” and argues, “if you’re doing this manually, you’re not doing a very good job.” 

While most organizations have to randomly check healthcare providers and hope they find any exclusions, ProviderTrust gives its clients real-time access to data, helping them avoid fines and penalties. 

Without the burden of worrying about compliance and fines, ProviderTrust clients are free to focus on helping patients find the best care possible. For Redhage, that’s one of the most important parts of his company, and he shared his excitement about actively helping to change lives. 

“I always try to think about, ‘How can I use my day job to change the world?’ Because it gets really exhausting sometimes if you have to have a business, and then you have to go try to change the world,” he said. “Every day I get to come to work, and I get to create a culture that allows super talented people to really transform healthcare.”

Strengthening Relationships with Salesforce

In his work at ProviderTrust and with Nashville SC, Redhage’s goal is to create irresistible environments for employees and clients alike. With Salesforce, that goal is just a little easier to achieve.

ProviderTrust requires its employees to respond to new leads within five minutes, because Redhage pointed out that studies show your conversion rate decreases by 20 percent after five minutes. 

Though lead generation can sometimes seem removed from the actual people involved, Redhage reminds his team that the relationships they build are actually the most important part of the business.

“I teach my team, it is all about relationships. Even if you have a SAAS application, even if you’re a technology company, you still have a relationship with whoever is making the decision to use you as a client.”

The Ripple Effect of Company Culture in Customer Interactions

In order for ProviderTrust to build those strong relationships, Redhage believes transformation has to come from inside the company first.

With a strong focus on core values such as modeling positivity, ProviderTrust employees practice relationship building on a daily basis, and that transfers to better client interactions, Redhage explained.

For example, Redhage implemented a rule saying that when a conflict arises at the company, it has to be resolved within 24 hours. 

“If you’re not having conflict you’re actually not in a relationship. And if you’re not having conflict, then the best ideas aren’t getting out there. You’re just doing top-down decision making, you’re not allowing your entire team to be a part of it. And so we literally practice that,” he said. 

As his team has learned to embrace conflict and deal with it head on, they’ve been able to engage with clients in a more meaningful way. 

Redhage explains there’s a lot of conflict in his line of work, because the company is brought in to find exclusions and fines, which often doesn’t make clients happy. By being able to be honest with the client and engage in conflict, ProviderTrust has built even stronger relationships than they would have otherwise.

“Some of our best relationships with our clients have come out of conflict,” Redhage shared. “We’ve just created this culture where it’s OK to have feelings, it’s OK to have conflict, and it’s OK to be messy in it. I think that’s where we allow people to kind of work through and practice being messy in relationship, which is a beautiful thing.”


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