In the age of digital, a phone call can be the best thing to cut through the noise, solve a problem, answer a question, and truly build a relationship between an organization and a customer. In the highly personal business of healthcare, this can be especially true.
For many healthcare organizations, the call center has traditionally served as a switchboard for routine calls and, more often than not, callers were transferred to other offices or areas of the health system to have their questions answered or problem solved. This often leads to a less than optimal patient experience.
However, if the right tools are in place, the call center and its agents can play a key role in improving patient engagement. Consider these four ways to better integrate the call center into the greater marketing strategy and drive patient engagement.
Today’s healthcare landscape is crowded and consumers are doing research in order to find the health system that’s right for them. More than half of consumers (52 percent) report searching online for health- or care-related information. The same survey found one quarter of respondents use scorecards or other rating websites to compare the performance of different hospitals.
In order to stay competitive and meet the needs of customers, many healthcare systems have adopted an omnichannel approach to their marketing strategy. One of the keys to a successful omnichannel strategy is the development of a 360-degree view of the customer. What this means is the healthcare organization builds and enhances customer profiles with up to date information that can be used to have more personalized engagements, no matter the marketing channel.
Technology like a healthcare CRM goes beyond electronic health records (EHR) and allows organizations to record patient engagement data, such as recent interactions, appointment history, customer interests, and demographic information. As different departments (i.e. marketing, billing, and a primary care physician) interact with the patient, data can be added to their profile. Then, when the patient engages with the call center, the agent isn’t starting the interaction from scratch. They have a more complete view of how and why the patient has engaged with the organization previously.
Empower call center agents with the data and analytic insights available within healthcare organizations to provide richer patient experiences and develop more complete customer profiles with each interaction. It allows the call center to no longer be a siloed entity, but a key touchpoint and engagement center for the organization. With the majority of healthcare professionals stating data analytics is an extremely important competitive differentiator, healthcare systems who fully utilize data can set themselves apart.
Customers appreciate efficiency. In fact, 86 percent of customers say that getting a satisfactory answer to their questions equates to excellent customer service. As a result, health system call centers should strive to accommodate multiple requests with a single agent.
Consolidate common requests, such as appointment bookings, provider referrals, and event registrations, within the call center to provide customers with the opportunity to check multiple items off their list, and/or offer additional services they may be interested in (for example, a flu shot clinic is coming up in the caller’s area). With access to customer profiles in a healthcare CRM, call center agents are able to drive engagement and deliver more a personalized, efficient customer experience.
The call center should play an integral role in a healthcare marketing strategy. In order to ensure alignment with campaign messaging and objectives, agents should use scripts to help guide customer interactions. The ability to personalize these scripts add value to the customer interaction.
Multiple scripts can be created to reflect different types of interactions (i.e. incoming phone call from a marketing campaign, leaving a voicemail message, outbound reminded care call), but at the very least, each campaign should have a unique script that agents can tailor to each customer and personalize to the individual’s unique customer journey.
Scripts help to create consistent customer experiences and help representatives connect and engage with the patient, identify their needs, and accomplish the call objectives. Agents should receive training on how to effectively personalize interactions in a way that builds the relationship and encourages engagement with the organization.
So far, we’ve only discussed how the call center can be leveraged to drive patient engagement in inbound marketing situations. However, when paired with segmentation and target audience development for specific marketing campaigns, it can be an effective outreach tool.
Outbound calling initiatives can be used to re-engage potential leads, build better relationships with existing patients, and deliver additional care. Using patient data, specific audiences can be segmented and tagged for call outreach based on previous interactions with the organization.
For example, people who have shown a previous interest in orthopedic medicine, either through a form filled out on the website or a physician referral request, could be called about an upcoming seminar about the hospital’s orthopedic care.
Call centers – and call center agents – provide a voice for a healthcare organization. In order to deliver superior customer service and drive patient engagement, call centers need to have the right tools. Think about how your organization can better integrate the call center into their strategic marketing efforts to drive valuable engagement that translates to tangible results, such as increased conversions and incremental revenue growth.
About Daymon Smith:
Daymon J. Smith is the VP, Engagement Center Practice Leader at Evariant. Daymon has lead the creation of the Evariant Engagement Center solution and focuses on helping leading health systems move to a proactive call center model that improves the overall patient experience and generates revenue for the system.
Evariant sees a future where healthcare organizations deliver precise, efficient care solutions not only inside an organization’s walls, but also beyond. We make this a reality by continuously innovating a healthcare CRM platform – a platform based on a centralized healthcare data hub, analytics, and communications engine - capable of identifying, executing, and measuring all types of engagement initiatives. The result is greater visibility into opportunities, richer engagement with key constituents, and continuous measurement and improvement.
Published: Friday, March 23, 2018
Accordia Solution CIS
Accordia Solution is an innovative developer of seamlessly integrated cost-effective omnichannel Contact Center Solutions specifically targeted at the micro, small and medium operations.Our core business model involves the development and marketing of IP Telephony and IP Contact Center Solutions. We also strive to develop customer interaction solutions which include contact center and customer relationship management (CRM) that enhances Customer Experience Of The Future (CEOTF) and optimizes agent productivity.
Our flagship product, the Accordia Customer Interaction Suites (CIS), offers comprehensive functionality by helping your business meet and exceed the level of service in line with...
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The Arise Platform
Arise is a pioneer of on-demand customer management business process outsourcing solutions, headquartered in Florida. Through the cloud-based Arise Platform, Fortune 50 and other companies connect to Service Partners who deliver authentic, loyalty-building interactions with their customers. Delivering radical flexibility to meet even extreme contact volume fluctuations, the award-winning Arise Platform is an innovative alternative to the traditional contact center.
Astute Agent gives your agents everything they need to work cases confidently and efficiently. This modern case management CRM is the preferred choice for Consumer Relations and Customer Care teams who support some of the world’s most prestigious brands.
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CCaaS, SIP Trunking, SD WAN, Interconnectivity
Brook Trout Solutions provides Technology Guide services to help Contact Centers to the best possible solution for their business. This includes:
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Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.
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CallTrackingMetrics is the only contact center solution with marketing attribution software built in. Our powerful UCaaS platform lets you know upfront who is calling in, what campaigns they were referencing, and their previous history with your company. Partnering this data with tools to automate and streamline your team’s workflow frees you up to focus on truly delighting your customers.
Conditionally direct calls, texts, chats and forms based on:
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From AI - WFO and everything in between!
Cloud Call Center Search has spent hundreds of hours evaluating and vetting leading cloud software applications (Omni-Channel, Artificial Intelligence, Business Intelligence, Workforce Management and many others) and their actual use in the trenches with real-world clients. As a result, we understand the strengths and weaknesses of cloud-based call center software solutions. At NO charge, Cloud Call Center Search will match your organization with the cloud software providers that are the best fit to drive positive ROI in your customer experience, sales, and back-office operations.
|9.)||Cloud IT Services GmbH|
Dialfire offers you a complete call center solution that is simple and intuitive to use and adapts to your needs. It's completely cloud-based, saving you the hassle of setting up a phone system and installing software. In addition to predictive dialing and call blending of inbound calls, you can create personalized campaigns through an intuitive and easy-to-use interface. Features include automated workflows and full control over the agent screen.
You can see the full list of features here:
Cloud contact software that makes customer contact pain free, so your team aren’t worrying about complex technology and can focus on what they do best. Take control, and design the perfect agent interface with a drag-n-drop visual editor. Combined with AI, leverage data-driven contact strategies to ensure the right agent is contacting your customers at the right time & on the right channel.
Content Guru makes engagement easy. A global leader in cloud communications solutions, we deliver off-the-shelf and bespoke customer engagement and cloud contact centre services, through the multi-award-winning 𝘀𝘁𝗼𝗿𝗺® platform.
Europe’s largest Customer Engagement and Experience platform, 𝘀𝘁𝗼𝗿𝗺, brings together intelligent automation, third-party systems integration, and on-demand scalability to enhance all customer communication functions. With true omni-channel engagement capabilities, 𝘀𝘁𝗼𝗿𝗺 gives organisations the power to create consistent and seamless experiences for customers, inspiring loyalty and powering success.
CSX Cloud provides a full omnichannel cloud-based turn-key customer communications solution as a service based on a monthly subscription with no long term commitments. Our easy to use solution and top-notch customer service makes it an easy choice to get started today.
Edify connects businesses with customers and employees with each other. The company’s Business Communications as a Service (BCaaS) platform, Huddle, is the only one that unites unified communications (UC), contact center (CC) and communications platform (API) functionality in a single software solution that lets users move seamlessly among channels within one conversation. Edify removes all the risk of using its cloud-based platform with five free users forever, global availability, real-time redundancy, usage-based pricing and a 100% SLA uptime guarantee.
Envision Click2Coach WFO/WEM
Data from phone, e-mail, web chat and social media interactions can help quickly identify patterns and trends, optimize operations and transform customer relationships. Envision delivers innovative software solutions, in the cloud or on premise, to optimize and engage your workforce. With our integrated line of Click2Coach products, customers get voice of the customer analysis, graphical dashboards, performance management, desktop analytics, speech analytics, interaction and compliance recording, quality management, workforce management and coaching and eLearning.
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Fonolo's solution can eliminate hold time from your contact center without changing any business process.
Fonolo's cloud-based call-back solution sits above your infrastructure, giving callers the option to receive a call back instead of waiting on hold.
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Intelligent Contact Center Suite
The Intelligent Contact Center harnesses the power of machine learning and predictive analytics to substantially increase agent productivity when compared to manually dialing.
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L&A provides vendor-independent counsel to select, contract for, design, test, and implement cloud and premise-based systems. The firm has experience with all major vendors and many smaller ones. Lieber & Associates' technology consultants are contact center systems specialists with several decades of experience each.
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