Let\u2019s see an example of how long manual clinical cycles lead to poor customer service.\u00a0<\/span><\/li><\/ul>\n\n\n\nThe patient enters the hospital with fever and cold. <\/p>\n\n\n\n
He explains everything to the nurse. <\/p>\n\n\n\n
The nurse arranges the physician for the patient. <\/p>\n\n\n\n
Before the in-person meeting with the physician, the patient gets a pre-visit medical questionnaire. <\/p>\n\n\n\n
Here also, he fills almost everything which he has already told the nurse. <\/p>\n\n\n\n
The patient finally talks to the physician. <\/p>\n\n\n\n
The physician writes the prescription. <\/p>\n\n\n\n
The patient goes to the pharmacy. <\/p>\n\n\n\n
The patient waits until the pharmacy fills his prescription. <\/p>\n\n\n\n
And now the patient finally gets the medical drugs. <\/p>\n\n\n\n
The same cycle repeats when he is on a follow-up visit! <\/p>\n\n\n\n
In this long clinical cycle, there are many soft corners where the patient may feel he is not being treated properly.\u00a0<\/span><\/p>\n\n\n\nWhat if the patient does not get instant access to a physician? <\/em><\/p>\n\n\n\nWhat if the patient isn\u2019t interested in filling pre-visit medical questionnaires? <\/em><\/p>\n\n\n\nThis results in poor customer service!\u00a0<\/span><\/p>\n\n\n\nLet\u2019s see another example of how poor digital solutions lead to devastating customer service.\u00a0<\/span><\/li><\/ul>\n\n\n\nThe digital solution is meant to enhance the customer service experience.<\/span>\u00a0<\/p>\n\n\n\nBut if it lacks crucial features, it can worsen the customer service. <\/p>\n\n\n\n
For instance, if a hospital is providing virtual care with a telemedicine app, but that telemedicine app does not have a feature to let patients talk easily with the customer service team, there is no good use of that digital solution<\/span>.\u00a0<\/p>\n\n\n\nLet\u2019s assume for a moment that the telemedicine app has the feature allowing patients to raise questions. <\/p>\n\n\n\n
But if there is no chatbot for quick resolution of basic queries, the patient has to wait hours to get an answer from the customer service executive. <\/p>\n\n\n\n
So, this way – even high investment in digital tools does not help healthcare entities to provide remarkable customer service.\u00a0<\/span><\/p>\n\n\n\nGood customer service begins with awareness! <\/strong><\/h2>\n\n\n\n\u263a<\/p>\n\n\n\n
Ultimately, it only matters how well you understand what your patients are expecting from you. <\/p>\n\n\n\n
Because customer service for you may not be the same for your patients! <\/p>\n\n\n\n
For patient 1<\/strong><\/u> – bad food on the hospital campus is poor customer service. <\/p>\n\n\n\nFor patient 2<\/u><\/strong> – offline appointment booking is poor customer service. <\/p>\n\n\n\n For patient 3<\/u><\/strong> – a long wait time is poor customer service. <\/p>\n\n\n\n So, because of this varying sense of customer service with every patient, you need to target on mass – rather than concluding with 1 or 2 patients\u2019 requirements.\u00a0<\/span><\/p>\n\n\n\nAnd to find mass, you need to achieve the highest state of awareness around your clinical practice and patient requirements. <\/p>\n\n\n\n
But once you find your patients\u2019 requirements, what\u2019s next? <\/p>\n\n\n\n
The hybrid approach to customer service in healthcare <\/strong><\/h1>\n\n\n\nIn healthcare, human interaction matters the most. <\/p>\n\n\n\n
A small conversation with physicians or the healthcare team can calm the panicked patients and their family members.\u00a0<\/span><\/p>\n\n\n\nWith a people-driven healthcare customer service strategy, healthcare entities ensure that there is a person (from the customer service team) always ready to solve any question of people (patients) utilizing direct communication channels. <\/p>\n\n\n\n
But this is not financially feasible as it requires huge investment on the customer service team. <\/p>\n\n\n\n
One can argue here that the technology can easily replace the customer service team – but that\u2019s not the entire concept here.\u00a0<\/span><\/p>\n\n\n\nBecause healthcare requires people-driven customer service as the entire industry deals with emotions.\u00a0<\/span><\/p>\n\n\n\nSo, the only workable solution we have is the hybrid solution. <\/p>\n\n\n\n
The hybrid solution works similarly to a hybrid car. <\/p>\n\n\n\n
The way an electric motor helps the petrol engine to achieve higher torque and in return petrol engine charges the electric motor, the technology helps the customer service team to achieve ease, productivity and desired outcome and in return, the team runs and manages the technology.\u00a0<\/span><\/p>\n\n\n\nIn other words, the technology does not directly influence the customer service – but it helps the customer service team to provide customer service with almost no efforts or zero efforts. <\/p>\n\n\n\n
This way, we are neither utilizing people to their max capabilities nor the technologies.\u00a0<\/span><\/p>\n\n\n\nWe are utilizing both – with their best (and not max) capabilities. <\/p>\n\n\n\n
Because nothing can beat people and technologies working together!<\/span><\/p>\n\n\n\nCheck out this best example of customer service in the aviation industry. (I know it is a different industry, but it is all about people!) <\/p>\n\n\n\n
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