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

2. About Burwood Group Consulting Technology Operations
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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

3. 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

4. Competitive disruption from a number of angles

5. 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.

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

7. 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.

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

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

10. 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.

11. 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

12. 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
REFERRAL MANAGEMENT
Video
Mobile
1/16/2019
© 2018 Burwood Group, Inc. All Rights Reserved.

13. 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
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

14. 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.

15. 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.

16. 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.

17. 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.

18. 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, , 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.

19. 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.

20. 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.

21. Make it easy for patients to connect1 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.

22. 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
1/16/2019
© 2018 Burwood Group, Inc. All Rights Reserved.

23. 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.

24. 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.

25. 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.

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