eBook

THE HEALTHCARE PROVIDER’S GUIDE TO

OMNICHANNELCUSTOMEREXPERIENCE

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EXECUTIVE SUMMARYGood communication is the cornerstone of a healthy relationship between a customer/patient and their healthcare provider. Key to this communication is preserving the context from previous interactions across all channels, which drives consistency, efficiency, and quality.

How many communication channels are you being asked to use with your customers? And is context provided with each interaction as your customer jumps from channel to channel, from mobile to office to hospital to email?

What about social media? As is true with all other industries, healthcare consumers now have a wide variety of social media outlets through which to voice their displeasure or satisfaction—though too frequently, that input also lives within a silo and isn’t integrated with insights from other channels.

When considering the customer experience (CX) you provide, ask yourself:

• How many disconnected and repetitive interactions must your patients or customers manage when working with you?

• To complete a single task like caring for a broken ankle, how many departments or touchpoints would it require to schedule an appointment, have x-rays forwarded, and understand the ensuing bills?

This is one in a series of eBooks designed to show how an omnichannel CX platform can significantly improve your healthcare organization. Other titles in the series include:

• The Healthcare Provider’s Guide to Revenue and Compliance Management

• The Healthcare Provider’s Guide to Resource Management

TODAY’S CUSTOMERS DEMAND AN OMNICHANNEL EXPERIENCE

Whether they reach you through the phone, the web, or their mobile device, customers expect every interaction to be as personal as if they were in the hospital, clinic, or provider’s office.

And while most healthcare providers support multiple communication channels such as voice and email, they cannot share context across these channels—or others. The inability to synchronize multiple channels simultaneously and then direct interactions in step-by-step sequences—or at the very least share information across interactions—impedes the delivery of personalized, contextual service.

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COMMUNICATION CHANNELS THAT DRIVE EFFICIENCY AND LOYALTY

Disconnected Channels Create High-Effort Experiences

Imagine a customer is using your IVR system to resolve a billing question but needs additional help. So, they choose the option to be transferred to an agent. The lack of contextual information means the caller has to provide data (name, date of birth, invoice number, etc.) to the live person that they’ve already provided to the automated system.

Or perhaps a patient is on your website to schedule an appointment, and they initiate a web chat for more information. Without integrated communication channels, the agent has no insight into where the patient is on the website and why they might be contacting your company.

These time-consuming, disconnected “channel shift” experiences are a significant cause of inefficiencies for healthcare providers and high effort and frustration for customers.

COMMUNICATION CHANNELS THAT DRIVE EFFICIENCY AND LOYALTY

Integration of all channels—both outgoing and incoming, as well as social—can drive significant efficiencies and, at the same time, improve your CX.

A recent study by Forrester Research shows how companies that deploy an omnichannel engagement center solution are realizing a 50% reduction in customer abandonment, a 12.5% improvement in agent handle time, payback in 12.8 months, and a 158% ROI over five years.1

Here are a few examples of ways your organization can communicate with customers across multiple, integrated channels.

1 “The Total Economic Impact™ of the Genesys Omnichannel Engagement Center Solution” a commissioned study by Forrester Consulting (2016)

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COMMUNICATION CHANNELS THAT DRIVE EFFICIENCY AND LOYALTY

Appointment and Prescription Refill Reminders

• Proactively remind patients when it’s time to refill or pick up prescriptions or to schedule annual visits.

• Send reminders of scheduled appointments, hours or days ahead of time, via the customer’s preferred communication channel. Those messages can contain information about co-pays or which paperwork they’ll need, which can streamline both the process and payments.

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COMMUNICATION CHANNELS THAT DRIVE EFFICIENCY AND LOYALTY

Proactive Messaging

• Mobile messaging allows you to reach a broader spectrum of customers than email alone does and will allow communication to take place whenever and wherever possible.

• Sending SMS messages with a link to an online appointment scheduling portal can foster multi-step communication in a single message.

• Surveys automatically sent to customers allow institutions to gather significant insights and leverage the goodwill of satisfied patients. Surveys also help close the loop with unsatisfied customers to uncover issues and resolve problems.

• Automated payment reminders can increase revenue flow without vastly increasing costs. (For more on this topic, read the related eBook in this series, The Healthcare Provider’s Guide to Revenue and Compliance Management.)

• Wellness updates can provide information on everything from preventative care to being notified of a change in services offered. By sending content tailored specifically to each patient, healthcare practitioners become trusted partners.

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COMMUNICATION CHANNELS THAT DRIVE EFFICIENCY AND LOYALTY

Outbound Calls

• Check on recently released patients to assist with aftercare questions and reduce the chances of readmission.

Social Media

• Full integration with social media channels allows you to monitor your brand reputation, reach out to disgruntled customers, and build a sense of community.

Interaction Analytics

• Gain valuable insight into the quality of customer interactions, as well as the workings of your healthcare organization and its ability to meet patient needs. (Read the related eBook in this series, The Healthcare Provider’s Guide to Resource Management to learn more.)

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CONCLUSIONGenesys, the world leader in customer engagement, would like to discuss how workforce and workload optimization, analytics, and an omnichannel communication strategy can help you gain efficiencies and improve your patient and customer experience. Visit us at www.genesys.com.

Additional Resources

For more insights into CX for healthcare providers, check out the other two eBooks in this series:

• The Healthcare Provider’s Guide to Revenue and Compliance Management

• The Healthcare Provider’s Guide to Resource Management

TAKE YOUR CUSTOMER EXPERIENCE TO THE NEXT LEVEL Whether your goal is to modernize your Contact Center, increase workforce quality and efficiency or drive better customer experiences, Genesys offers an open and scalable platform that efficiently fits into your existing enterprise architecture and reduces total cost of ownership.

Industry leaders have achieved amazing results with the Genesys Customer Experience Platform such as:

Increase in Revenue Increase in Agent Productivity Increase in First Call Resolution (FCR)

Increase in Net Promoter Score (NPS)

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Genesys, the world’s #1 Customer Experience Platform, empowers companies to create exceptional omnichannel experiences, journeys and relationships. For over 25 years, we have put the customer at the center of all we do, and we passionately believe that great customer engagement drives great business outcomes. Genesys is trusted by over 4,700 customers in 120 countries, to orchestrate over 24 billion contact center interactions per year in the cloud and on premises.

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