At Selerix, we know that the best solutions come from listening to those who use our products daily. Our latest product enhancement, the Employer Dash, is a testament to this philosophy. Designed to simplify and personalize the benefits management experience, Employer Dash was shaped by direct feedback from our customers.
The new dashboard is now tailored to the specific needs and permissions of each employer, ensuring that only relevant, actionable data is surfaced. It also includes significant, specific improvements and features employers care about, such as:
- Optimized employee search
- See all pending tasks at-a-glance
- Easy-view status for open enrollment and new hire enrollment
- One-click access to favorite reports.
We recently sat down with Selerix VP of Product Development, Ruthie Gray, and Steve Olivas, Director of Sales Engineering, to discuss how customer input drove this exciting new feature and how they leverage and prioritize the voices of those who matter most—our customers.
Q: Can you tell us the story of what inspired the creation of Employer Dash, and how customer feedback played a role in shaping this feature?
Ruthie Gray (VP of Product Development): The idea for Employer Dash emerged from ongoing conversations with our clients. Over time, employers had expressed that while they appreciated the depth of the original dashboard, they felt it wasn’t always tailored to their everyday needs. So, we asked them what would truly help. We started receiving requests for a more streamlined interface that highlighted the key areas they interacted with the most. Their feedback directly influenced the design, shaping a more intuitive and personalized experience that emphasizes their needs.
Steve Olivas (Director of Sales Engineering): One example of this input came from a client who wanted the ability to quickly see their employees’ enrollment status without unnecessary information cluttering the page. We honed in on that, adding features like the employee search tool and a real-time breakdown of employee enrollment statuses. So no more needless clicks to get to what matters. Our customers drove these changes by clearly communicating what would help them stay on top of their responsibilities.
Q: How will Employer Dash make managing benefits easier for that customer and every Selerix customer?
Steve: Our new Employer Dash UX offers two primary benefits. It helps users stay ahead of their tasks. At a glance, administrators can now see the pending tasks and document verifications for employees and also new hire enrollment status, which can help HR from being caught off guard.
Before, it could be easy to overlook something critical, but now everything that requires attention is front and center. It also really streamlines their routine actions and helps them save time. They can favorite their most-used reports to make the dashboard even more personal. It’s about making their lives easier and more efficient.
Ruthie: Exactly. The previous dashboard served its purpose well, but it was more made for case builders. Now, with Employer Dash, we’ve refined the experience to fit how benefits administrators work every day, focusing on what they need to see, not what they don’t.
Q: How does Selerix make sure our customer voices are heard when making decisions about product improvements?
Ruthie: We prioritize our customers’ voices because they’re on the front lines using our product every day. Our product development philosophy has always been customer first — not telling customers what they want, but asking them, and working with them. We’ve always asked for that input, whether from carriers, resellers, or employers. In fact, Employer Dash is a perfect example of how we actively listen to employers. When we launched HRX, it was entirely based on employer feedback, and that trend continues today. We make a point to gather insights from across all our teams that work with clients and even prospects — like sales and client services, to understand what’s working and where we can make improvements.
Q: How do the product team and customer service team work together during product development, and how do these partnerships shape our solutions?
Ruthie: Collaboration between the product and customer service teams is key to our development process. That’s really because we’re such a service-driven company. I always say our secret sauce is our service team. It’s a huge reason why customers work with us — that above-and-beyond support. We want that same spirit in our product development process.
So often, feedback will come directly from the client-facing teams—sales, support, client services—who then bring the product team in to further explore ideas or solve issues. And that’s not just about fixing problems; it’s about new ideas. It’s about continuous improvement. Our customer service team has the best, closest insight and most intimate understanding of client needs, and that informs the development cycle from start to finish. This sort of close partnership ensures that we’re not just building solutions in a vacuum but responding to real needs people have every day.
Q: What kind of feedback did we receive from that customer after they saw Employer Dash? What was their reaction?
Steve: The customer feedback was overwhelmingly positive. The two main things we heard were relief and excitement. They appreciated that the new dashboard helped them avoid the “gotcha” moments—where something critical was missed. One of the customers said that knowing exactly what tasks needed their attention without having to dig through multiple screens was a game changer. They also loved how easy it was to access reports they use frequently. The changes weren’t just incremental improvements; they were meaningful enhancements that directly addressed their daily challenges. Seeing it has also sparked a lot of new creative ideas from our customers, so of course, they now want to know what’s coming next! It’s absolutely an evergreen process.
Q: How do we at Selerix plan to continue involving customers in the evolution of our product?
Ruthie: Moving forward, we’re focused on maintaining that customer-first approach. We’re always gathering feedback, whether through direct communication with client advocates or through the Agile development process, which allows us to get features in front of clients quickly and iterate based on their input. This Employer Dash experience has also inspired us to explore deeper collaborations with key customers. Our goal is to keep refining and expanding Employer Dash—and all our products—based on what truly matters to the people using them every day.
Our thanks to Ruthie and Steve for their time, and their commitment — along with their teams — to making continuous, meaningful progress in delivering solutions that truly resonate with our customers. Employer Dash is just one example.
By focusing on the everyday needs of benefits administrators and incorporating direct customer feedback, Selerix has created a tool that not only simplifies processes but also enhances the overall user experience. This collaborative approach makes for a better, less-cumbersome program that works for customers because customers help to create it. That is central to our product development strategy and will continue to guide us as we evolve our offerings.
Do you have feedback or ideas on how we can make Selerix even better? We’d love to hear it. Please reach out to your customer advocate with your suggestions. Your insights are invaluable to us. Together, we can build innovations that make a real difference in benefits delivery.
