Is Your Call Center Aligned with Your Brand Promise?
// By Wendy Stark Healy //
It’s essential to understand the emotional aspects of a patient’s interaction with a contact center, as people ultimately make decisions based on their feelings.
Does your contact center delight patients and uphold the promise your health care organization makes to them? Or is it a pain point with long wait times, less than empathetic associates, and questions not answered?
Kristen Bishop, associate director at Brandtrust, a Chicago-based market research and branding strategy firm, discussed strategies to improve the customer contact center experience in a presentation — “Is Your Contact Center Making or Breaking Your Brand Promise?” — at the Society for Health Care Strategy & Market Development (SHSMD) annual conference in Nashville.
The key to a better experience, she says, is to align the mission of the contact center with the broader mission of the organization’s brand. Often, when health care organizations merge, they find themselves with several disconnected contact centers. Bishop encouraged assembling cross-functional teams to imagine ways to improve the contact center customer experience strategy. A contact center, she says, is often the face of an organization. Organizations can differentiate themselves by delighting a patient with good service at their contact centers.
She encouraged health care organizations to improve the contact center by:
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