business services meeting april 2012 utilizing our applications to...

2012 IntegraMed • Proprietary & Confidential

Business Services Meeting – April 2012 Utilizing Our Applications to Manage Your Practice



The Road to Successfully Managing Your Call Center

Kathi Bernat RN BSN

Tori Moss

Business Services Meeting

April 25, 2012

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Agenda

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1. Exercise: Deriving Key Metrics from Salesforce Reports

2. The Road to Successfully Manage your Call Center

• REACH as a case study

3. Call Center Management

• Reporting

• Call Scoring

4. Action Plans

5. Tools

• Objection Scripting

• Lead Conversion Shared Service

• Appointment Automation


Deriving Key Metrics from Salesforce Reports

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Exercise

1. Who is the most effective Call Center Rep in converting inquiries

to scheduled appointments?

2. How many web leads are outstanding and have not been

contacted?

3. What is the top cancelation reason at your practice?

4. What is your overall web lead conversion, Attain & Practice?

5. Which PL drives the most revenue to your practice?

Which of their referring physicians generates the most

revenue?


REACH Call Center Prior To My Leadership

SalesForce was rolled out at REACH in March 2011

Lack of management oversight / ownership

Expectations not stated

SalesForce not embraced

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REACH Call Center Prior To My Leadership

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• 301 NP Booked in Q2 2011

• Inquiry Schedule rate of 40% in Q2 2011

• “Web leads not followed up” with typically in the hundreds


REACH Call Center Under My Leadership

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A. Staff Changes which occurred

˗ Call Center Manager resigned

˗ Leveraged a Call Center Agent as a champion of SalesForce

˗ Hired new staff who had prior experience working in a Call Center

B. Key Metrics

- Inquiry to NP’s Booked

- Practice Website Inquiry to NP’s Booked

- NP’s booked to Appointment Complete

- Canceled Appointments & Reason, specifically “No Shows”

C. Improvements

- Increase in the number of NP’s booked

- Met goals for Q1 2012

- Dramatic decrease in the number of “No Shows” on day of appointment,

less than 5%


REACH Call Center Under My Leadership

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• 331 NP Booked in Q4 2011

• Holiday Season

• Inquiry Schedule rate of 48% in Q4 2011

• “Web leads not followed up with” empty at EOD


Attributes / Qualities of a Call Center Manager

Computer aptitude / interpretation of data from key reports

Leadership / communication skills

Understands all functionalities /duties of the call center

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Attributes / Qualities of a Staff member

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Positive attitude

Team player

Computer skills

Call Center experience


Attributes / Qualities of a Staff member

Adapt to changes

Ability to multi task

Phone presence

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Responsibilities of a Call Center Manager

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Provides adequate Staffing for the department

Performance Reviews

Assess productivity of call center agents

Is a working manager

Owns the physicians schedules / templates in Misys


Responsibilities continued…

Runs SalesForce reports

Identifies / Resolves Issues

Train staff on computer applications as well as upgrades

Attends all webinars for SalesForce & Misys

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Key Metrics Which Drive Success in Your Call

Center

Expectations • Is your staff aware of the daily expectations

• Are the expectations monitored and

measured daily

• Is the right individual in the leadership role

Accountability • Local PSP’s / SalesForce PSP’s • PSP’s and correlation to job description

• Utilizing and navigating the SalesForce /

Misys applications


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Achieving Results

Call Center

• Expectations

• Accountability

Will

drive

the

process

Results

Positive Outcomes are reflected in

the SalesForce reports


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Actionable Items To Drive the Processes

Call Center

Manager Duties

Proactive Actions

To Retain

Patients

Staff

Enrichment

Cross training of staff

SalesForce

Misys

Rescheduling patients

NP Reminder calls

“Ten Minute

Huddle”

Number of NP referrals

received daily

No Shows followed up on

to reschedule appointment

Regular Staff

Meetings

Monthly capacity of NP

slots

Courtesy call to NP’s after

their first appointment

Staff perform a self

assessment


Daily Reports Every Monday &

Thursday Weekly

New Patient

Report

Web Leads Not

Followed Up With

Cancelled

Appointments &

Reason

Reports Tell the Call Center Story

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Call Center

Conversion

Patient Stage &

Status

Call Center Activity

Physician

Conversion

Inquiry Source

Conversion

Overall Conversion


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Executive Director / Call Center Manager

ED Interaction

with the Call

Center Manager

is integral to the

success of the

Call Center

Team

ED & Call Center Manager

- Meet daily to discuss an

overview of the days

highlights

- ED to ensure that the

manager is the right fit for

the Call Center

- ED along with the Call

Center Manager execute the

actionable items to produce

results

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Call Center

Manager

Call Center Team

• Invest in Staff

• Provide the staff with the support and proper tools to excel

• Value the contribution that they make to the practice. “Today’s inquiry is

tomorrow's new patient”

• Celebrate the successes

Team Work

Success is measured by the milestones that are accomplished as a team

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The Core of the

Call Center

Call Center Staff


Reach Call Center Staff

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Call Reporting

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Don’t be in the dark about the productivity &

effectiveness of your call center.

Phone Reports

Call Recording

Call Scoring


Call Reporting

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Phone Reports

Call Volume

Calls Answered

% Abandoned

Outbound Calls

Service level

Average inbound talk time

Total inbound talk time

Total outbound talk time


Call Reporting : Attain Customer Care

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Call Reporting

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Call Scoring

Call Element Points

Correct Greeting 5 pts

Establishing rapport 10 pts

Answering the customer’s question with script 40 pts

Providing materials or referral to resources as needed 15 pts

Document call, set follow-up date & confirm via email 25 pts

Correct close 5 pts

** Reward good performance**

• Incentivize, incentivize, incentivize!


Action Plans

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Exercise

1. What can you do to improve the effectiveness of your Call Center

Reps in converting inquiries to scheduled appointments?

2. What can you do to increase the Call Center’s diligence in

following up with web leads?

3. How can you decrease your top cancellation reason?

4. How can the overall web lead conversion be better?

5. How can you increase productivity of the professional liaisons?


Tools

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Tools to help manage your call center:

1. Objection Scripting

2. Inquiry Conversion Shared Service

3. Appointment Automation


Objection Scripting

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The bad news…

Cancelation rates around 20% across the network

Few processes in place to handle cancelation calls

The good news…

Easy opportunity for huge improvement

Measureable

Salesforce Flow


Objection Scripting : Cancelation Rates

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Cancelation rates around 20% across the network in Q4 2011.


Case Study: RSC New England

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Objection Scripting : Room for Improvement

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500 Annual New Patient Visits



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20% Cancelation = 100 Cancel



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Change 20% to 15%... 75 Cancel



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25 NPV 5% of business

$7,500


Objection Scripting: Scenarios

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SCENARIO 1: “Not ready, cold feet” PY01-PT CANCELLED WITH NO REASON PY02-PT CANCELLED < 48 HR NOTICE PY03-PT WILL CALL BACK TO RESCHEDULE PN01- PT CHANGED MIND PY06-PT NO SHOW

SCENARIO 2: “No insurance/financial reasons” PY04-PT FINANCIAL ISSUE; CANT AFFORD, NO DEPOSIT, ETC. PY05-PT INSURANCE ISSUE; NO AUTH, NO COVERAGE, ETC. SCENARIO 3 “Going to competitor” PN02-PT MADE APPOINTMENT AT ANOTHER FACILITY


Objection Scripting: Guiding Questions

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Why did the patient initially call?

Does the patient still plan on pursuing treatment?

Have we answered all questions and provided the

necessary information?

If the patient changes their mind in the future, will they

contact us again?


Objection Scripting : Salesforce Flow

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https://cs12.salesforce.com/designer/designer.apexp


Objection Scripting: Training

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On-site training for all partner practices this

summer/fall:

Benefits of call scripting as it relates to

cancelations

Technical Salesforce Flow training

Role-playing

Call Center Manager Reporting


Inquiry Conversion Shared Service

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Centralizing web inquiry conversion

• Dedicated team committed to converting web

leads to scheduled appointments

• Follow-up and scheduling in Salesforce &

Mysis

• Shared data between practice & Attain

• Incentive plan based on appointments

scheduled for your practice

• Ability to convert at 7+ %

• Goal: 10%

• 100 inquiries/month = 10 appt.


Inquiry Conversion Shared Service

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Streamlined Customer Service

Your call center stops following up on web leads

Centralized call center at Purchase makes outbound calls

to your web leads

Purchase call center books the appointment in Mysis in a

designated “Attain” slot

If patient is not ready, Attain continues follow-up

At the time that the appointment is booked, your call

center is notified and provides any ongoing support &

follow-up pre and post NP appointment


Appointment Automation

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Increase Call Center efficiency

RSC Bay beta center

Automated Appointment Reminders SMS & Email

Exact Target & Salesforce

NP Appt. only to start

1 week before & 3 days before

In addition to 1 day prior call

Customized HTML email with practice logo

Opt-in only Patient-driven

Tracked


Appointment Automation

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Thank you! Questions?

Kathi Bernat

[email protected]

704-343-4466

Tori Moss

[email protected]

914-251-4128

mailto:[email protected]

mailto:[email protected]

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