The healthcare customer services of the future
Personal contact is still in great demand for Healthcare customers. With the 2015 Omnikanal Monitor study, Arvato CRM Solutions and CSC provide an overview of the contact behaviour of consumers in the present and in the future. They have polled 1,024 consumers about their experience and expectations.
It is the end customers that determine how communication is made, and how they use digital channels and self service offers are used. They are better informed and also expect that in return from their contact people. Anyone who wants to offer seamless advice and service should bear this in mind – and not just in the healthcare market. Yet the healthcare market clearly differs from other industries in some points.
Personal contact – the first priority
In spite of all digital and technical developments, Healthcare customers prefer personal contact – preferably by telephone (42 per cent with service enquiries). Even visits to the branch are still highly valued compared to other industries. Only after that does email follow in the ranking of preferred touchpoints. This is preferred for making complaints. The reason for this is simple, the customers hope to get a quick answer. However, more complex concerns can also be described more simply and effectively over the phone. And they remain faithful to the channel they first selected. 87 per cent would use the channel they first selected again. The future prospects of smartphones as a mode of communication, however, have already been anticipated. A good 35 per cent of users look at their smartphones at least once an hour, whereas on tablets this is only four per cent.
Customer satisfaction depends on the industry.
Various self service programs are increasingly being further developed and used ever more frequently. The front runners here are the automotive, tourism and e-commerce industries with solutions of high quality and usability. But Healthcare customers too are satisfied with their selection of contact options (7.11 out of 10 points). Apps and customer portals are proving to be ever more popular. What is more important in the healthcare market however, is a dedicated customer advisor or a VIP service – but only a small minority of users would be willing to pay more for this. What stands out positively is that the people surveyed assessed the service quality of processing by telephone, website or app as significantly better than the industry average.
Customer portals and apps on the agenda
The central challenge will be not just to develop a comprehensive strategy, but to dovetail the various service channels and get them to work together as effectively as possible. For healthcare companies the main focus is on the introduction and fine tuning of a central customer portal. At the same time, as broad a range of communication channels as possible should be covered to accommodate customers’ individual preferences. Apps, VIP services and the option to contact the last person the customer had spoken to have priority here, to ensure that the central focus continues to be customer satisfaction and customer loyalty.
And Arvato is already meeting these requirements now. The central Iposo platform provides the basis for capturing data centrally and efficiently networking all channels of communication.
Published in: Arvato healthcare news 02-2015