Improving Healthcare Organization's Bottom Line

Data. Analytics. Customer experience. What do these things really have to do with improving a healthcare organization’s bottom line?

Some wonder why CX is so important, and the answer is simple: in today’s digital marketplace, customers are even more demanding than ever. So much so, in fact, that more than half of customers say they’ve switched companies solely because of poor customer experiences.

A growing number of businesses are realizing that true competitive advantage comes from designing an engaging customer experience (CX)—one that’s personalized, fast, easy, and provides all the information a customer needs. The only problem is that today’s healthcare organizations don’t quite know how to create them.

Diagnosis: A lack of focus

When evaluating health care services, today’s consumers will consider a host of factors that include traditional criteria such as cost, reputation, and quality of service. But they’re also just as likely to take into account—and, in many cases prioritize—experience.

Do patients, prospects and providers have easy access to the information they want, when and where they need it? Can they communicate when they want, and through the channels they prefer? Will they receive timely, relevant and personalized communications? These are all key questions to consider to ensure your healthcare CX is up to scratch.

Healthcare providers have historically been a few steps behind other industries like eCommerce or financial services, but that doesn’t mean that without the right tools and the right know-how they can’t get in the game. All they need is a comprehensive, four-step “treatment” plan.

The Four-Step “Treatment” Plan to Better CX Health

1. It all starts with a shift in organizational

However, none of this is possible without having the right infrastructure in place where organizations can share data effectively, efficiently and securely across the healthcare ecosystem.

4. Mapping the customer journey

Customer journey mapping is a tool used for designing optimal customer experiences; it creates a visual narrative of the customer’s thought process, feelings and emotions along their journey to accomplishing a goal—in this case, making a decision about their healthcare. It shifts our view of a process from the inside-out to the outside-in, and helps us understand the customer’s needs and pain points along their journey.

Personas are designed to identify the various buyers—from brokers to patients, and prospects to members—and reveal their feelings, motivations, and attitudes when dealing with your