Calling a healthcare organization can be a bit of a gamble; perhaps the call center agent who picks up knows how to help you, or perhaps you’re transferred repeatedly until someone maybe gives you the great service you were looking for.
This is because the call center tends to be siloed, reactionary, and blind to any information about the caller. Additionally, if any valuable information is gathered during a call center interaction, once the call is over, that data is lost. Clearly, call centers can do better. Enter the engagement center.
An engagement center integrates with healthcare CRM data to centralize all call center activities and consolidate patient and provider information.
Unlike traditional call centers, engagement centers can handle cross-channel inquiries and deliver personalized interactions to callers. Additionally, since engagement center agents are connected to the greater health system’s data, they are prepared to handle many different inquiries.
Some of the most valuable aspects of an engagement center system are comprehensive caller profiles. Let’s look at caller profiles and how they produce beneficial outcomes for healthcare organizations.
What Are Caller Profiles?
Caller profiles are collections of demographic, psychographic, sentiment and historical engagement data about the person contacting the engagement center. For example, these profiles may include the following information:
- Full name
- Age range
- Zip code
- Education level
- Household income range
- Health insurance provider
- Basic clinical history
- Engagement history
Agents can view the customer information they need during an inbound or outbound phone call. The profile is displayed in the appropriate context, allowing for efficient service during calls and chats inside the call center. Agents have a 360-degree view of the patient on the phone — including full marketing campaign and engagement history and the clinical service lines they’ve been involved with— at their fingertips. If need be, agents can open several caller records at one time to efficiently manage multiple requests without ever losing their place.
How Are Caller Profiles Created?
Healthcare organizations can create comprehensive caller profiles by compiling data from various sources, using the healthcare CRM as the hub. Demographic, financial, clinical encounter, claims, and provider and practice data are input into the CRM as it is gathered. Health systems can also add in individual engagement history, so the system includes a log of all previous patient interactions.
Engagement center platforms display patient data in an easy-to-read dashboard, which makes it simple for agents to quickly glean useful information and apply it to their conversations. Should they gather new, useful data during their call, agents can add that information and create a more robust profile.
What Are the Benefits of Caller Profiles?
Caller profiles can help agents deliver personalized service and boost engagement across channels. Let’s look deeper at these benefits:
Caller profiles are absolutely necessary for personalized conversations between callers and agents. When an agent has quick access to customer data, they know how they prefer to communicate, what services they will be most interested in, where along the patient journey they are, and more.
Personalized interactions appeal to callers and make them feel understood and valued. These types of interactions encourage patients to return to health systems for future care needs, creating long-term relationships.
When callers contact an engagement center, they are typically responding to a resource, such as a direct mailer or a webinar, and asking a specific question. If agents simply answer the caller’s initial inquiry and then end the call, they lose out on a prime opportunity to promote further engagement with this patient.
Referencing the caller profile can help agents more successfully communicate with patients; perhaps the agent looks at the profile and sees that this caller has a heart condition, so they recommend joining a social media support group run by the organization. Or perhaps the profile indicates that this caller recently moved, so the agent suggests scheduling an initial clinical appointment with a local physician.
Information from caller profiles instructs agents on how they can boost patient engagement successfully.
Engagement centers enable agents to support multichannel patient journeys, which ultimately help keep patients within the engagement loop.
Using caller profiles that detail engagement history, agents can see what resources the caller has previously interacted with, allowing them to respond to inquiries from other channels and suggest further opportunities with the health system. Engagement center agents can encourage patients to interact with the healthcare organization in new ways over multiple channels, including social media, direct mail, web, email, and phone.
The engagement center is revolutionizing the way healthcare organizations communicate with patients, and detailed caller profiles are a major contributing factor.
By facilitating improved patient experiences with the engagement center, caller profiles help generate greater revenue; hospitals with high patient-reported experience scores report a net margin that is 161 percent higher than hospitals with poor patient experience scores.
With high-quality patient experiences producing such profitable results, healthcare organizations should prioritize the development and use of caller profiles in their engagement centers.