When we talk to organizations about their healthcare call center, we hear about the following challenges:
- Operates in a silo: Marketing has little visibility into how the call center is contributing to lead-to-patient conversions and/or revenue. This makes marketing attribution and proving ROI difficult.
- Agents aren’t able to be proactive: A customer on the phone is an opportunity to provide value and excellent customer service, but agents don’t have the information necessary to proactively engage with customers efficiently and effectively.
- Unable to integrate with marketing campaigns: Activating the call center as an optimized channel for patient engagement means the ability to field inbound calls and incorporate targeted outbound calling initiatives.
- Disconnected patient journeys: Patient acquisition and retention is a multi-channel journey and the call center needs to be integrated as a key part of marketing initiatives.
- Lacking efficiencies – Agents are using up to 10 different applications and tools while managing a call and trying to stay focused on giving the patient an exceptional patient experience.
- Unable to show value – Call centers aren’t able to track the activities and metrics that contribute to the revenue for the health system. This results in the call center being classified as a cost center and not a revenue center.
Outside of an appointment or physical visit to a hospital, the call center is the one channel that provides a clear one on one personal connection between a hospital and a customer.
As healthcare organizations work to improve their customer experience across the board, the call center needs to be a key part of those efforts.
However, transformation of a healthcare call center takes time, money, and executive buy-in. At the heart of it, it’s about integrating the call center’s contributions into the greater marketing strategy through an HCRM-enabled engagement center solution.