Why Patients Need to Become Consumers in Healthcare

The integrated experience is something that we as consumers have come to expect from companies with which we do business. We don’t just want to find a product and make a purchase; we want customized care at the right place and the right time. For companies trying to deliver on this expectation, the order is sometimes taller than what can be met.

When working within the contact center environment, there are tools available that can better integrate the interaction between the company and the customer. Call center management, for instance, has the opportunity to capture all interactions, preferences, purchases and more so that each interaction is personalized according to this history. The goal is not only customer satisfaction, but increased revenue per customer.

The same is true within the healthcare industry. Patients expect the same type of interaction, including personalization. At the same time, healthcare organizations are under increased pressure from new reimbursement models, and a narrowing of operating margins as a result of increasingly consolidated systems. As competition continues to be a consideration, providers need to consider the patient experience if they hope to set themselves apart.

This is where call center management can help. According to a recent Salesforce blog, the customer experience provided through the contact center is a competitive differentiator. A report by Deloitte (News - Alert) shows that 85 percent of organizations believe this to be true and healthcare organizations must view the patient as a customer and deliver the customer experience according to expectations.

As the contact center is often the first point of interaction between the organization and the patient, the role of this department is increasingly important. For the existing patient base, the contact center is most often used for referrals, scheduling and insurance verification. A consistent and high-quality patient experience is a must if the healthcare organization wants to develop long-term patient loyalty that will set them apart in the market.

At the same time, patients need to have that same high quality and consistency across all channels. Call center management can help make this a reality by ensuring the omni-channel experience is not only available, but also completely integrated and streamlined. At every point of the patient experience, the individual providing care needs to know the patient’s history, preferences, upcoming appointments, etc. Information silos need to be eliminated with an increased focus on a consistent channel for communication.

Now that providers share both risk and outcomes in the healthcare world, there’s more incentive to ensure the patient experience. Call center management can go a long way to making this experience the best it can be. 

Edited by Alicia Young