The 2022 Customer Voices in Healthcare report released by Authenticx, sheds light on common barriers, motivators and frustrations customers face while interacting with healthcare organizations.
The report also offers insights into how healthcare organizations can leverage data to become more customer-centric, actively listening and learning about customers' needs.
"To achieve true customer centricity, healthcare organizations first must listen at scale– to the authenticx customer voices that are talking to them every day. Listening at scale empowers employees to identify and address customer needs more effectively and with more speed. Our report highlights the critical importance of transformation that's informed by comprehensive customer insights and robust metrics to drive strategic vision," said Amy Brown, Founder and CEO of Authenticx.
Based on customer data from 100 million analyzed conversations, the report reveals recurring disruptive themes, such as failure to receive anticipated information or status updates via callbacks or email and texts.
Customers are also becoming stuck between two or more healthcare entities while trying to solve an issue.
On the other end of the line, organizations are failing to deliver the required documentation on time. Moreover, customers are often confused about forms, procedures, or terminology.
According to Authenticx, a customer’s ideal experience sometimes gets disrupted with a frustrating string of obstacles (or Eddies) that cause them to feel “stuck” in a problem. This is referred to as the Eddy Effect.
The report shows that the Eddy Effect interfered with 18% of client interactions, causing healthcare organizations to spend an average of $726,000 annually to resolve disruptions.The impact of customer description is not only noticeable cost-wise but it also requires more time and effort from the caregiver and patient, and additional attention from the agent and the organization.
Transforming Experiences with a New Approach
According to the report, healthcare organizations can employ certain strategies to transform their contact centers from a transactional to an insights-based approach and reach customer centricity.
Authenticity and accountability rank high when it comes to transforming average experiences into exceptional ones. Further, listening to and reading transcripts to better understand the customer/employee interaction and monitoring conversations can help predict and prepare for trends and potential disruptions.
Similarly, recognizing team impact and motivating employees can contribute to building long-term connections with customers and more seamless experiences.