Mapping the Customer Journey | FrameworkFocus™
An Inside Look at How Our Partnership with LTC Pharmacies Ensures Long-term Success
In this episode of FrameworkFocus™, SoftWriters’ VP of Customer Success, Jackie Maitland, is joined by Eric Fernandez, Director of Implementation, and Dustin Harbison, Director of Account Management, for an in-depth look at the full customer journey at SoftWriters—from the initial point of engagement through implementation, account management, and long-term success. Together, they unpack how collaboration, transparency, and continuous feedback shape a partnership model designed to help long-term care pharmacies thrive.
“When I look at what’s most important at SoftWriters, it really is the customer’s journey,” Jackie shared early in the conversation. “Which isn’t just about onboarding a product. It’s about becoming a true partner and helping pharmacies grow, adapt, and thrive in their long-term care market.”
She emphasized that every stage of the journey is intentional, with the ultimate goal of shared success. From the very beginning, new customers are introduced to the idea that SoftWriters isn’t just a vendor—they’re a strategic partner committed to helping their pharmacy succeed.
That philosophy is reflected in how the customer success team operates. Jackie and Dustin, together, bring over 25 years of experience at SoftWriters and have been instrumental in transforming the department into a proactive, forward-thinking function that works closely with pharmacy partners. Their deep institutional knowledge and genuine care for the customer’s success have helped build a culture of collaboration across the organization.
Eric, who joined the company after working for years as a SoftWriters customer, offers a unique perspective. His experience on the other side of the table allows him to anticipate needs and offer guidance that’s grounded in empathy.
“It’s kind of a natural transition to help customers go through the same path that I went through myself,” Eric remarked.
“The customer’s journey is everything,” Todd Eury, host and founder of the Pharmacy Podcast Network, said. “How many of your pharmacies are so different from the next. They have to thrive in the competitiveness of where we are today in the long-term care market.”
That diversity in customer needs is part of what makes the implementation process so critical—and so complex. Eric described the early days of a new project as one of his favorite parts of the job.
“The process starts with making a collaborative project plan,” he explained. “It prompts some good initial dialogue. It’s actually one of my favorite parts of the project, getting to learn about their business and the people involved.”
This discovery phase is not just about aligning timelines and deliverables—it’s about building a relationship and developing a shared understanding of the pharmacy’s goals and challenges.
Jackie pointed out that many people involved in a pharmacy’s day-to-day operations are not necessarily involved in the decision to purchase the software, which means early communication is essential.
“Sometimes that initial kickoff is explaining what our software can do,” she said. “Almost a second sell to the operational folks to guide them to success. We find that this is one of the most important things we do.”
These early conversations help set expectations, build trust, and ensure everyone—from decision-makers to front-line users—is aligned on the path forward.
As customers move closer to go-live, the handoff between SoftWriters teams becomes essential. Dustin described how the implementation and account management teams stay in lockstep behind the scenes to ensure a seamless experience for the customer.
“Any relevant customer information—their needs, preferences—these things are all communicated,” he said. “We can understand the customer’s current state better, and we can more efficiently and accurately serve that customer. Engagement is the key.”
That internal coordination enables the company to transition customers smoothly from onboarding into long-term support.
“We all play crucial roles in helping the customer be successful,” Dustin added. The shared understanding across teams—grounded in early dialogue and maintained through ongoing communication—helps SoftWriters stay proactive and responsive as the customer’s needs evolve.
Looking ahead, Eric offered advice for pharmacies just beginning their journey with SoftWriters: “Engage fully in the process. Communicate, be open, and honest. If there’s something that doesn’t exist today, it can exist tomorrow.”
That spirit of openness and possibility is a defining feature of the SoftWriters’ approach to customer success. Rather than simply reacting to needs, the team listens actively, adapts quickly, and collaborates with pharmacies to create meaningful solutions.
Eury highlighted that sense of shared mission during the conversation. When SoftWriters supports its customers well, he noted, it ultimately means patients are better cared for. Jackie agreed. “We celebrate the wins and constantly reconnect our team back to the mission,” she said.
Whether it’s a smooth implementation, a major business milestone, or a breakthrough idea sparked through feedback, every success is a reminder of the greater impact SoftWriters and its customers are making together.
For the team at SoftWriters, the customer journey isn’t just a workflow or process—it’s a relationship. And that relationship is built on the belief that with the right support, long-term care pharmacies can do more than succeed—they can transform the future of care.
About Jackie Maitland
With over 25 years in pharmacy leadership, Jackie Maitland has successfully led various operational and financial teams across multiple software solutions, including FrameworkLTC.
Since joining the company in 2013, Jackie has tremendously impacted how we deliver customer service. Having worked in the LTC market for over two decades before joining SoftWriters, Jackie is uniquely positioned to help SoftWriters meet the ever-changing needs of our growing customer base.
Along with being instrumental in building customer relationships, Jackie is skilled at demonstrating and leading cultural change and strives to ensure our customers receive best-in-class customer support, training, and consulting.
When not on the road, at SoftWriters, or meeting with customers, Jackie resides on Lake Erie in Ohio with her husband, and they love spending time with their four adult children and two granddaughters.
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FrameworkFocus is focused exclusively on Long-Term Care Pharmacy. We release a new episode on the second Wednesday of every month that addresses the hottest topics in LTC pharmacy through timely interviews with industry trailblazers, thought leaders, and LTC pharmacists. Follow and subscribe to the podcast wherever you listen so you do not miss an upcoming episode.
