There are thousands of software vendors that have entered the benefits business in recent years, and many of them tout their programs as “SaaS” or “software as a service.” These vendors offer systems for insurance company administration, tools for enrollment, eligibility management, HRIS services, wellness packages, employee education, financial planning for employees, benefits administration and more.

They are systems on computers, or in the cloud, or designed as “mobile first.” You name it, if a computer system can be used in our business, it's now being described in terms of “SaaS.” And yes, many of us are reviewing this software, deciding how it can be used as a tool to attract, develop and retain customers.

But before we rush out to customers with these shiny new toys, let's keep in mind an essential item. Before we offer SaaS, we should first think PaaS.

What's PaaS? People as a Service. That's so obvious a concept we may be blinded to the need by the lure of the coolest and newest tech. While technology enables more efficient communication with customers, it's still the people supporting the technology that will ultimately dictate how it succeeds or fails. In developing new services for your customers, never lose sight of how essential PaaS can be to success, especially in setting your organization apart from competitors.

In these pages a few years ago, my friend Ron Kleiman was quoted saying “self service is not service.” The improvements in technology are blurring that hard line, but then consider how businesses that have built ways to make their people have succeeded in recent years.

Southwest Airlines, for example, started as a low cost airline, but through a people-based approach to service it has become the go-to carrier for many business travelers—and the fares we pay are not bargain savers, either. The Southwest employee culture of having fun while they do an efficient job is welcome, especially in light of so many airlines where employees don't seem to enjoy their work. PaaS is a differentiator—a lever bringing repeat business in a business where there are always choices of providers, like air travel.

I've often observed there seems to be two fundamental models of customer service. I call them “what do you want?” and “how can I help you?” The former represents someone that wants to handle issues as quickly as possible and get a customer off the line. The second wants to solve the customer's problems. The second is the foundation of PaaS.

Instant Insights /

Forget SaaS. Think PaaS

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