How to Win Patients with a Consumer-Grade Contact Center Experience May 31, 2018 Melissa Baker Mike Wisz

About Burwood Group Consulting Technology Operations Cloud and Automation Digital Transformation IT M&A Strategy Technology Adoption Program Management Cloud Governance, Architecture, and Migration Software-Defined Infrastructure End-User Computing Communication and Collaboration Planning and Design Implementation Procurement Project Management Enterprise Contact Center Unified Communications Video and Collaboration Security Cloud As-A-Service Outsourced Operations CISO as-a-Service Cybersecurity Cloud, Network and Information Security John: Not a menu Link to challenger model Better alignment across our lifecycle (consulting->tech->operations), increased probability of selling across the whole spectrum Narrowed outcomes/advisory focus in certain cases

Agenda Outline the impact of consumerism in healthcare View the evolving role of the contact center as a powerful and underdeveloped capability in improving consumer experience Discuss best practices in evolving your call centers into engagement centers Describe actionable takeaways for you to bring back to your organization Warmer Reframe Rational Drowning Emotional Impact A new way to think about contact center

Competitive disruption from a number of angles

The business of healthcare will become more consumer-centric “About 75% of CEOs in the survey say they expect more than 50% of their strategic plan to focus on consumerism within the next three to five years.” The business of healthcare will become more consumer-centric Modern Healthcare CEO survey in 2018 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

How will “consumerism in healthcare” take shape? Modern Healthcare CEO survey in 2018 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

The battle for primary care greatly impacts the ability to control referrals and network leakage Modern Healthcare CEO survey in 2018 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

The communications channels for engagement are expanding Modern Healthcare CEO survey in 2018 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Need to target approaches specific to generations 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Impact of consumerism How many of your organizations are actively planning around the impact of consumerism? How many have considered what role contact centers play? Soul searching: need for health systems to define their role and investing emphasis Focus on target audiences: work with Marketing function Competitive advantage: reinforcing trusted relationship with providers Determine what not to invest in 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Evolving definition of the contact center Channel 2017 % of interactions 2019 Voice 64% 47% Chat/ Collaboration 6% 16% SMS/Text 2% Social Media 4% 9% Omnichannel blends a seamless approach to accessing services along with consistent data context for customer feedback 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved. Deloitte: Global Contact Center Survey. 2018

Text Virtual Visits Chat ONLINE GATEWAY Patient Portal The contact center is a critical component of an inviting “digital front door” for customers Phone CONTACT CENTER Web Email REFERRAL MANAGEMENT Video Mobile 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

A patient’s journey and the importance of data Call for information Consultation Procedure Reminders Research website Web scheduling Medication Reminder Video Consult / Visit AWARENESS CONSIDERATION PREPARATION TREATMENT FOLLOWUP MANAGEMENT Reminder to see PCP Email campaign Insurance authorization Pre-treatment education Billing question Find a Physician Instructions Call to Schedule Post-treatment visit Direct Mail Lab tests Contact centers provide many touchpoints in the patient’s journey not captured by EHRs An evolved contact center can serve as a critical foundation for data capture

A 5-Year roadmap for contact center COMPETITIVE ADVANTAGE SEAMLESS ACCESS PATIENT PREFERENCE INTEGRATED WORKFLOWS CONSUMER INSIGHT Deploy a strategic and consolidated contact center to keep patients and compete for new patients Empower patients to easily and seamlessly access health services and information Use multiple channels of communication to better engage with the “next generation and current generation of patients” Optimize the integration between contact center technology and other enterprise systems, especially the EHR Build a data-driven single view of patient experience across the enterprise 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Role of contact center in the enterprise Contact centers have capabilities that can be used in many ways across the enterprise: Marketing Revenue Cycle Management Population Health and Ambulatory Care Chief Patient Experience Officer Typically, ownership of assets and processes is scattered throughout the organization 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Evolving the scope of your contact center Call Center Contact Center Omnichannel Center Engagement Center BASIC VOICE-BASED SYSTEMS MULTIPLE COMMUNICATIONS CHANNELS INTEGRATED CHANNELS AND REPORTING CLINICAL, STRATEGIC AND CONNECTED More than just phones Combine with other digital assets Align with the enterprise Add something that demonstrates the continuum from episodic/transactional to transformative/customer advantage 1/16/2019 © 2017 Burwood Group, Inc. All Rights Reserved.

Investing in the contact center Understand your organization’s business drivers and your market context Consider along with other technology initiatives: Patient portals Patient-facing mobile applications Telehealth and remote patient monitoring Evaluate how you expect to gain ROI: Customer experience Agent productivity Ability to offer more services 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Determining Investment | Contact Center Maturity Call Center Contact Center Omnichannel Center Engagement Center BASIC VOICE-BASED SYSTEMS MULTIPLE COMMUNICATIONS CHANNELS INTEGRATED CHANNELS AND REPORTING CLINICAL, STRATEGIC AND CONNECTED Services Appointment scheduling Billing/inquiries Physician referrals Insurance authorization Reminders for appointments and medication refills Nurse triage Pre-visit information packets Online appointment scheduling Telehealth visits More advanced nurse triage More options in bill payment Chronic disease management Proactive care coordination Promote related services At-Home medical device monitoring Prospecting/retention campaigns Automated Call Distribution Basic workforce forecasting Basic reporting based on ACD Statistics Touch-tone IVR Text, email, chat Call recording Advanced routing CTI (screen pops) Integrated contact channels Workforce Management Tools Mobile apps, including visual IVR EMR Integration Automated knowledge base support Triggers and notifications Integration with Healthcare CRM Integration of enterprise online digital assets (websites, mobile) Speech analytics Conversational AI: chatbots Virtual assistants Technology Data Mgt. Canned reports Manage to SLA metrics such as call handle times Most focus is on call performance Bolt-on reporting applications Wallboards/dashboards Add focus on agent productivity: measure deflected calls Add focus on customer effort: first contact resolution Integrated reporting across channels Focused desktop integration to simplify common agent workflows Speech analytics to detect agitated customer Gather insight into patient journey within the contact center More advanced desktop integration to consolidate scheduling, billing, and clinical support Proactive monitoring of customer satisfaction and predictive analytics Data integration with enterprise patient relationship management platform Add something that demonstrates the continuum from episodic/transactional to transformative/customer advantage 1/16/2019 © 2017 Burwood Group, Inc. All Rights Reserved.

Guiding Principles First Do No Harm Make it easy for the patient Measure and monitor Empowered agents create happy customers Connect with the enterprise 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

First Do No Harm Do you have a way of knowing when customers are not satisfied? Deal with any current problems, even if they are not easily discoverable Assess call handle times, customer effort required, and call routing accuracy Empower agents to solve customer issues (match skills and knowledge) Implement post-call surveys and/or call recording/quality management. A next level approach includes speech analytics for sentiment data. Social media listening 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Make it easy for patients to connect 1 2 3 Identify what services you like your customers to access (marketing, education, support, and clinical) Identify your vision of your customers’ ideal experience in these interactions Plan your technology roadmap to provide the channels and features indicated 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Focus on what to measure and monitor Identify outcomes that determine success EFFICIENCY MEASURES EXPERIENCE MEASURES Pick measures for patient experience as well as operational efficiency Average Handle Time Average Speed of Answer Agent Occupancy Cost per Call Patient Satisfaction First Contact Resolution Customer Effort Score Net Promoter Score Your data should be: Actionable Timely Able to be integrated https://www.cisco.com/c/dam/en/us/products/collateral/customer-collaboration/unified-contact-center-enterprise/technology_contact_center_performance_research_report.pdf) 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Empowered agents create happy customers Consolidate contact center operations while maintaining a personalized connection Automate knowledge support: scripts and protocols empowers the agent to rapidly resolve issues Skills-based routing gives managers the ability to staff flexibly while ensuring great contact handling Desktop integration with scheduling, billing, and clinical systems inform agents of highlighted information to reduce handle times and increase first contact resolution rates 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Align to enterprise vision and objectives Leaders from Marketing, Population Health and Clinical Informatics/Quality can be competition in internal funding battles. Turn them into allies. Show how contact center data can help answer questions such as: How far are customers calling in from? What are patterns or trends in no-shows? What services are customers asking for that aren’t currently available? How can we monitor customer satisfaction with more timeliness and granularity than HCAHPS/CAHPS? Think of “patients” more like “members” or “subscribers” 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Actionable Takeaways Actionable Takeaway 1: Assemble your "inventory" of contact centers and assess your contact center maturity Actionable Takeaway 2: Identify key individuals within your organization responsible for patient experience Actionable Takeaway 3: Consider how contact centers can help you measure and improve customer satisfaction 1/16/2019 © 2018 Burwood Group, Inc. All Rights Reserved.

Melissa Baker mbaker@burwood.com Mike Wisz mwisz@burwood.com