Customer Experience for Healthcare: Why It Matters And How to Improve It?

On 25 Feb., 2021

Healthcare providers can maintain a long-term relationship with patients by providing the best possible customer experience even before and after the hospital visits. How to achieve this result? Read this article.

Customer Experience for Healthcare: Why It Matters And How to Improve It?

The need for good service is growing. 58% of the surveyed medical organizations note an increase in the requirements for the service among patients. Patients want to receive not only high-quality medical care but also a high level of service at all stages of treatment at the clinic.

More than half of surveyed medical organizations expect this trend to continue in the future. The "consumerization of consumption" is increasingly penetrating medicine. As a consequence, the main values for the patient are time savings, digitalization, a high level of comfort, and satisfaction in receiving services.

Therefore, it is worth recognizing that it is not enough to develop a good service strategy once. It is necessary to constantly question its quality and relentlessly improve it.

Quite a lot of information about the client can be obtained from communication with the administrator, doctor. The main thing is to have communication skills and listen carefully. And it is most convenient to store and analyze the received information in the customer card provided in the CRM system.

Remember, a person does not open up immediately. Thus, it is necessary to strengthen and develop your relationship and increase the level of trust and custom experience.

The fact that customer loyalty is important is, of course, an axiom. In medicine especially. You should also remember that customer trust and loyalty can and should be managed. This process is not limited to the introduction of bonus programs that motivate customers to make repeated visits to the clinic. Increasing emotional loyalty receives significantly less attention. And this is fundamentally wrong. The medical industry is built on the emotional factor. Specialists and doctors are often akin to psychologists for clients.

Plan of service creation

  • analysis of all points of interaction between the client and the clinic. This includes data collection, research, communication with customers and employees, monitoring);

  • problem identification;

  • finding a solution;

  • solution testing;

  • analysis of results, making adjustments.

Once you have implemented all points of the plan, go back to the first one and improve service at another point of patient contact with your clinic.

7 simple ways to improve the customer experience

A few custom healthcare solutions to make your clinic's service better without paying a lot of money:

  1. Talk to your patients, collect feedback. Conduct ongoing patient surveys about the quality of care and services provided.

  2. Invest in new technology (create an informative and clear website with a user-friendly mobile version. Invest in a CRM and a mobile application for patients where they can see their medical records, history of visits to the clinic, the results of tests, etc.)

  3. Be in touch 24/7 (offer customers, for example, a 24-hour online consultation or online appointment option).

  4. Use different channels of communication convenient for the patient (messengers, social networks, chats on the website, chat in a mobile app, phone, mail, or even send pigeons).

  5. Keep a customer history (it is important to know about the patient's preferred services and specialists, as well as remember the little things, like a favorite drink, etc.).

  6. Make it possible to address the management. This can be both open working contacts of managers and different formats of books of complaints and suggestions: from paper to electronic).

  7. Teach the basics of service and interpersonal communication to all employees. Not only receptionists but physicians should be polite and friendly as well.

10 CRM tools to improve service

If you have any doubts about the relevance of implementing CRM for clinics to improve service quality and increase patient loyalty, then you will be interested in the following results of the study:

  1. According to 42% of the study participants, in the era of digitalization, consumers attach increasing importance to the following elements of the service: quick access to information about the clinic and specialists, as well as to their medical history and examination results; the ability to make an appointment online at any time convenient for the patient; the availability of online channels for feedback. In this regard, such tools as a personal account and a mobile application that combine key functions for the consumer are becoming popular among patients.

  2. 38% of respondents in the survey emphasized the increased demand of patients for high standards of medical services. They note that to date, consumer preferences in favor of private clinics in terms of quality are due to the technology of care, the efficiency of medical services, and the high level of competence of medical staff.

  3. More than a third of respondents expect a further increase in consumer demand for high-tech medical services provided in private clinics.

Let's get acquainted with the list of the 10 best CRM tools, the use of which will have a huge impact on the quality of your clinic's service:

  • online recording;

  • mobile application;

  • IP telephony;

  • SMS reception reminders;

  • quality control;

  • waiting list;

  • client card;

  • medical card

  • electronic document management;

  • automatic tasks for employees.

Kaizen service - continuous improvement

Kaizen is a popular philosophy or practice. The center of this practice is the idea of continuous improvement processes, from production to top management. The ultimate goal of Kaizen is to produce goods or services without losses.

As a strategy, kaizen includes many different tools that contribute to increased customer satisfaction. At the same time, within each company, a decision is made on which tools to implement.

Kaizen Principles

The principles that can be easily followed in the field of medical services are:

  1. Customer Focus. The most important thing for a company is that its services meet the needs of customers.

  2. Continuous changes. The principle characterizing the very essence of kaizen. That is continuous small changes in all areas of the organization - supply, production, sales, personal relationships, and so on.

  3. Open acknowledgment of problems. All problems are openly discussed (where there are no problems, improvement is impossible).

  4. Creation of work teams. Each employee becomes a member of the work team and the corresponding quality club.

  5. Project management using cross-functional teams. No team will work effectively if it operates only in one functional group. The horizontal rotation inherent in Japanese management is closely related to this principle.

  6. Forming supportive relationships. For the organization, it is not only and not so much the financial results that are important, but the involvement of employees in its activities and good relationships between employees, since this will inevitably lead the organization to high results.

  7. Development of self-discipline. The ability to control oneself and respect oneself as well as other employees and the organization as a whole.

  8. Informing every employee. All employees must be fully informed about their company.

Summing up

Custom experience is not just a benevolent attitude of the staff. It is a whole set of rules of conduct at all stages of interaction with the client, creating a comfortable environment, mechanisms for continuous monitoring and improvement.