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How to Win Patients with a Consumer-Grade Contact Center Experience PowerPoint Presentation

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Description : This presentation titled, "How to Win Patients with a Consumer-Grade Contact Center Experience" talks about the impact of consumerism in healthcare, the evolving role of the contact center as a powerful and underdeveloped capability in improving consumer experience, best practices in evolving your call centers into engagement centers and describe actionable takeaways for you to bring back to your organization .

Tags : Healthcare, Patients, call centers, consumerism

Published on : Jul 19, 2020 | Views : 2034 | Downloads : 6

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Slide 1-

How to Win Patients with a Consumer-Grade Contact Center Experience Melissa Baker Mike Wisz
Slide 2-

Agenda Outline the impact of consumerism in healthcare View the evolving role of the contact center as a powerful and underdeveloped capability in improving consumer experience Discuss best practices in evolving your call centers into engagement centers Describe actionable takeaways for you to bring back to your organization
Slide 3-

Competitive disruption from a number of angles
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7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 4 “About 75% of CEOs in the survey say they expect more than 50% of their strategic plan to focus on consumerism within the next three to five years.” Modern Healthcare CEO survey in 2018 The business of healthcare will become more consumer-centric
Slide 5-

7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 5 How will “consumerism in healthcare” take shape? Modern Healthcare CEO survey in 2018
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7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 6 The battle for primary care greatly impacts the ability to control referrals and network leakage Modern Healthcare CEO survey in 2018
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7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 7 The communications channels for engagement are expanding Modern Healthcare CEO survey in 2018
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7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 8 Need to target approaches specific to generations
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Impact of consumerism How many of your organizations are actively planning around the impact of consumerism? How many have considered what role contact centers play? 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 9
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Evolving definition of the contact center 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 10 Deloitte: Global Contact Center Survey. 2018 Omnichannel blends a seamless approach to accessing services along with consistent data context for customer feedback
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7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 11 The contact center is a critical component of an inviting “digital front door” for customers CONTACT CENTER ONLINE GATEWAY Phone Email Patient Portal Text Mobile Web Video Virtual Visits REFERRAL MANAGEMENT
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AWARENESS MANAGEMENT TREATMENT PREPARATION CONSIDERATION FOLLOWUP A patient’s journey and the importance of data Procedure Consultation Post-treatment visit Lab tests Medication Reminder Video Consult / Visit Pre-treatment education Web scheduling Research website Call to Schedule Reminders Billing question Instructions Reminder to see PCP Insurance authorization Find a Physician Email campaign Call for information Direct Mail Contact centers provide many touchpoints in the patient’s journey not captured by EHRs An evolved contact center can serve as a critical foundation for data capture
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A 5-Year roadmap for contact center 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 13 COMPETITIVE ADVANTAGE PATIENT PREFERENCE INTEGRATED WORKFLOWS CONSUMER INSIGHT SEAMLESS ACCESS Deploy a strategic and consolidated contact center to keep patients and compete for new patients Empower patients to easily and seamlessly access health services and information Use multiple channels of communication to better engage with the “next generation and current generation of patients” Optimize the integration between contact center technology and other enterprise systems, especially the EHR Build a data-driven single view of patient experience across the enterprise
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Role of contact center in the enterprise Contact centers have capabilities that can be used in many ways across the enterprise: Marketing Revenue Cycle Management Population Health and Ambulatory Care Chief Patient Experience Officer Typically, ownership of assets and processes is scattered throughout the organization 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 14
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Evolving the scope of your contact center 7/21/2020 © 2017 Burwood Group, Inc. All Rights Reserved. 15 Call Center Contact Center Omnichannel Center Engagement Center BASIC VOICE-BASED SYSTEMS INTEGRATED CHANNELS AND REPORTING MULTIPLE COMMUNICATIONS CHANNELS CLINICAL, STRATEGIC AND CONNECTED More than just phones Combine with other digital assets Align with the enterprise
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Investing in the contact center 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 16 Understand your organization’s business drivers and your market context Consider along with other technology initiatives: Patient portals Patient-facing mobile applications Telehealth and remote patient monitoring Evaluate how you expect to gain ROI: Customer experience Agent productivity Ability to offer more services
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Determining Investment | Contact Center Maturity 7/21/2020 © 2017 Burwood Group, Inc. All Rights Reserved. 17 Technology Touch-tone IVR Text, email, chat Call recording Advanced routing CTI (screen pops) Integrated contact channels Workforce Management Tools Mobile apps, including visual IVR EMR Integration Automated knowledge base support Triggers and notifications Integration with Healthcare CRM Integration of enterprise online digital assets (websites, mobile) Speech analytics Conversational AI: chatbots Virtual assistants Call Center Contact Center Omnichannel Center Engagement Center BASIC VOICE-BASED SYSTEMS INTEGRATED CHANNELS AND REPORTING MULTIPLE COMMUNICATIONS CHANNELS CLINICAL, STRATEGIC AND CONNECTED Services Appointment scheduling Billing/inquiries Physician referrals Insurance authorization Reminders for appointments and medication refills Nurse triage Pre-visit information packets Online appointment scheduling Telehealth visits More advanced nurse triage More options in bill payment Chronic disease management Proactive care coordination Promote related services At-Home medical device monitoring Prospecting/retention campaigns Automated Call Distribution Basic workforce forecasting Basic reporting based on ACD Statistics Canned reports Manage to SLA metrics such as call handle times Most focus is on call performance Bolt-on reporting applications Wallboards/dashboards Add focus on agent productivity: measure deflected calls Add focus on customer effort: first contact resolution Integrated reporting across channels Focused desktop integration to simplify common agent workflows Speech analytics to detect agitated customer Gather insight into patient journey within the contact center More advanced desktop integration to consolidate scheduling, billing, and clinical support Proactive monitoring of customer satisfaction and predictive analytics Data integration with enterprise patient relationship management platform Data Mgt.
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Guiding Principles 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 18 First Do No Harm Make it easy for the patient Measure and monitor Connect with the enterprise Empowered agents create happy customers
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First Do No Harm Do you have a way of knowing when customers are not satisfied? Deal with any current problems, even if they are not easily discoverable Assess call handle times, customer effort required, and call routing accuracy Empower agents to solve customer issues (match skills and knowledge) Implement post-call surveys and/or call recording/quality management. A next level approach includes speech analytics for sentiment data. Social media listening 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 19
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Make it easy for patients to connect 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 20 Identify what services you like your customers to access (marketing, education, support, and clinical) 1 2 3 Identify your vision of your customers’ ideal experience in these interactions Plan your technology roadmap to provide the channels and features indicated
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Focus on what to measure and monitor 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 21 Average Handle Time Average Speed of Answer Agent Occupancy Cost per Call EFFICIENCY MEASURES Patient Satisfaction First Contact Resolution Customer Effort Score Net Promoter Score EXPERIENCE MEASURES Identify outcomes that determine success Your data should be: Actionable Timely Able to be integrated Pick measures for patient experience as well as operational efficiency
Slide 22-

Empowered agents create happy customers Consolidate contact center operations while maintaining a personalized connection Automate knowledge support: scripts and protocols empowers the agent to rapidly resolve issues Skills-based routing gives managers the ability to staff flexibly while ensuring great contact handling Desktop integration with scheduling, billing, and clinical systems inform agents of highlighted information to reduce handle times and increase first contact resolution rates 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 22
Slide 23-

Align to enterprise vision and objectives Leaders from Marketing, Population Health and Clinical Informatics/Quality can be competition in internal funding battles. Turn them into allies. Show how contact center data can help answer questions such as: How far are customers calling in from? What are patterns or trends in no-shows? What services are customers asking for that aren’t currently available? How can we monitor customer satisfaction with more timeliness and granularity than HCAHPS/CAHPS? Think of “patients” more like “members” or “subscribers” 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 23
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Actionable Takeaways Actionable Takeaway 1: Assemble your "inventory" of contact centers and assess your contact center maturity Actionable Takeaway 2: Identify key individuals within your organization responsible for patient experience Actionable Takeaway 3: Consider how contact centers can help you measure and improve customer satisfaction 7/21/2020 © 2018 Burwood Group, Inc. All Rights Reserved. 24
Slide 25-

Melissa Baker mbaker@burwood.com Mike Wisz mwisz@burwood.com

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About : I am a passionate medical marketing professional with hands on experience in healthcare digital marketing.
Occupation : Medical Professional
Specialty : Other Health Professionals
Country : India
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