“Call centers in health care used to be treated like the ugly stepchild of the health system, banished to the basement of some administrative building and populated with low-performing employees,” says Robin Snow, founder and principal of Aefinity Interactive, LLC.
“Because it was seen as a necessary evil, most executives treated the call center as a cost center. Under this perception, most measures and initiatives related to the call center focused on cutting costs to increase the return on investment. And to be fair, staffing needs, technology updates, and equipment do require large amounts of capital.
“But this is changing. Per A.J. Melaragno, president of Singola Consulting, health care should follow the lead of other industries and see call centers not as a necessary evil but as an integral part of a sales and revenue chain,” Snow says.
To learn how your call center can boost engagement and contribute to healthier patients and a healthier bottom line, read the full article now: Digital Strategies and the Changing Role of Call Centers: From Cost to Revenue Center.