One of the most popular sessions at our conference last year was a rousing panel discussion about the hottest topics contact center leaders are facing.

That’s why we decided to do it again this year. 

Kathy Divis, President of Greystone.net, moderated the discussion. She was joined by Melissa Shipp, vice president of digital experience at OSF Healthcare; Jonnita Pleasant, director of patient access at Baylor College of Medicine; and Ben Schilens, chief customer officer at Orbita. 

Here’s what the panelists discussed: 

1. The Rise of Patient Self-Service 

Schilens pointed out a recent Gartner survey found that 70% of customers are using self-service channels at some point in their resolution journey. This statistic underscores the need for healthcare organizations to invest in user-friendly portals, chatbots and other digital tools that empower patients to find answers, schedule appointments and manage their health information independently.

The panelists acknowledged that the transition to self-service presents both challenges and opportunities. While it can streamline operations and reduce costs, it also requires careful planning and implementation. Shipp emphasized the importance of strategic thinking when it comes to investing in self-service technology. 

“We know we can’t do everything all at once, so what’s my roadmap look like? How do I start to build off of each year?” Shipp says. 

2. The Importance of Workforce Management 

While self-service is becoming increasingly popular, the human touch remains essential in contact centers. Pleasant said effective workforce management is needed to “navigate the complex landscape of patient interactions across various channels.” This includes having dedicated teams to monitor call volumes, track agent performance and make sure there are seamless transitions between self-service and agent-assisted interactions.

3. Data-Driven Insights for a Patient-Centric Approach

The ability to personalize the patient experience is another key area where technology is making a significant impact. Shipp emphasized the importance of data in driving personalization: “The data is key in being able to have technology help surface up the algorithms that you need to help.” By using patient data, healthcare organizations can anticipate a patient’s needs, tailor communication and provide a more seamless and relevant experience.

AI-powered tools can analyze vast amounts of patient data to identify patterns and trends, allowing contact center agents to proactively address potential issues, offer personalized recommendations and provide more efficient and effective service. The goal is to move beyond a one-size-fits-all approach and create a patient-centric experience.

4. Metrics That Matter to the C-Suite

As contact centers evolve, managers need to demonstrate their value to the organization. This involves identifying and tracking key metrics that align with the overall strategic goals of the organization.

Panelists suggested various metrics, including:

• Net Promoter Score (NPS)
• Customer satisfaction
• Average speed to answer
• First call resolution
• Schedule conversion rates
• Impact on no-show rates and revenue

But not every metric matters to your C-suite. Your job is to figure out which one does. 

“You’ve got to know the goals of your organization,” Pleasant says. “You’ve got to know the big goal and make sure your goals align with it — and then, present data to show that it does.”