Providers can dramatically cut costs and increase customer satisfaction through adoption of web self-service customer care.
KANA (NASDAQ: KANA), the leading provider of external-facing eCRM solutions, announced in July 8 the findings of a recent survey which revealed that healthcare customers are increasingly demanding self-service capabilities to find more accurate information quickly via the Web. While most patients currently rely on the phone for information-due to its immediacy-the healthcare industry is beginning to see traction in online and self-service customer care. The survey illustrates the need for rapid adoption of more flexible, Web-based, contact centre services by healthcare providers seeking to give customers a more immediate and satisfying communication experience.
The study, sponsored by KANA, compared customer service requirements across numerous industries. The healthcare industry was found to be one of the most time- and security-sensitive markets, wherein patients are increasingly
demanding immediate private and personalised service. Healthcare providers need to empower medical professionals that have patient-facing responsibilities with multi-channel customer service tools that enable them to provide this accurate and timely information via the Web.
Key findings related to healthcare organizations from the survey include:
·50 percent of respondents currently communicate via the
telephone due to its immediacy
·40 percent of respondents cited Web self-service as the most
ideal form of communication to receive rapid responses to inquiries
·79 percent of respondents requested that healthcare
providers add Web communication channels, such as self-service, e-mail and chat.
“Healthcare providers are experiencing increased competitive pressure to maintain and grow their subscriber base through improved member experiences,” said Alf Saggese, MD, EMEA for KANA. “As healthcare organisations strive to provide extraordinary customer experiences, this survey illustrates the need for rapid adoption of Web-based communication channels.
KANA has a strong presence in the healthcare industry and has already enabled numerous organisations to provide high-quality interactions at extremely low costs through the implementation of its external-facing eCRM solutions, resulting in a rapid return on investment.”
Migrating to a Web-based service model can also help healthcare providers dramatically cut operating and service costs. According to a Gartner study, e-mail interactions cost about 40 percent of a phone interaction, and self-service interactions represent even greater savings: about 25 percent the cost of a phone call. By eliminating redundant and disparate customer data and decreasing process times, healthcare providers can benefit from a significant cost savings while increasing customer satisfaction.
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