Healthcare providers and municipalities focused on digital transformation are asking themselves how to balance technological progress with the preferences of their patients and constituents.
As we strive to improve efficiency and accessibility, we must remember that not everyone is ready to embrace digital-only solutions. Our success hinges on meeting people’s needs — whether they prefer online interactions, phone calls, or face-to-face meetings.
The Digital Transformation Journey
Nearly 75% of organizations have started their digital transformation, but less than 25% are considered digitally mature. This gap, highlighted by MIT Sloan research, shows just how complex this process can be. It’s not just about implementing new tech; it’s about rethinking how we serve our communities.
While digital solutions offer great potential for efficiency and self-service, they’re not always the go-to choice for everyone. You need a strategy that balances technological progress with the human touch many of our Customers still value.
What Do Our Customers Really Want?
Today’s connected customers expect 24/7 service and quick solutions. But Salesforce found in its State of the Connected Customer survey that 78% of customers want to speak to a real person for complex issues, while 68% prefer self-service for simple, repetitive tasks. It’s all about options.
This contrast is especially clear in healthcare. A recent University of Michigan study on patient portal use among older adults revealed some fascinating insights: Patients love online portals for getting test results and refilling prescriptions, but when it comes to referrals, appointments, and medical questions, they’d rather pick up the phone and talk to someone.
Translation: We need to offer multiple channels and let our customers choose how they want to interact with us.
And certain populations – including young people and callers who can’t take long breaks during the workday – are unwilling or unable to sit on hold for 20+ minutes, which some companies say is acceptable even as they tout their great Customer service.
Enhancing, Not Replacing, Human Interactions
Generative AI is revolutionizing contact centers, offering new ways to improve digital and human-assisted interactions. Take Target, for example. They’ve launched an AI tool called “Store Companion” to help employees in nearly 2,000 stores nationwide answer questions about processes and procedures more efficiently. But while Target says it plans to use the technology throughout the organization, it has not yet said how it will do that in its contact centers.
In healthcare and municipal services, we can use similar AI applications to:
- Provide instant answers to common questions through chatbots
- Assist our human agents with real-time information about the customer’s journey
- Enable more personalized interactions based on historical data
- Improve the efficiency of self-service portals
We need to use AI as a tool to enhance, not replace, human interactions. By combining AI efficiency with human empathy and problem-solving skills, we can provide superior Customer experiences.
Bridging Digital and Human Interactions
As we progress through digital transformation, we must consider customer preferences, sentiments, and journey stages. A study by the Sitel Group found that 70% of consumers still prefer human interaction over chatbots for certain queries. This highlights the ongoing demand for a personal touch in customer service.
The challenge? Creating a smooth experience across all channels. Customers often use three or more channels for a single transaction, with preferences varying by transaction type. This behavior necessitates omnichannel integration, ensuring a unified and consistent experience across all touchpoints.
Strategies for Success
To meet our Customers where they are and provide an exceptional experience, consider these strategies:
- Develop a thorough understanding of your audience: Analyze customer segments, their journeys, and channel preferences based on interaction type.
- Implement AI-assisted tools: Support human agents with real-time information and insights to provide personalized service.
- Offer channel flexibility: Allow Customers to choose their preferred method of interaction, whether it’s through a patient portal, phone call, or in-person visit.
- Ensure smooth transitions: Make it easy for Customers to move between digital and human-assisted channels without losing context.
- Continuously analyze and adapt: Regularly review Customer interaction data to refine the balance between digital and human touchpoints.
Looking Ahead
As we navigate the complexities of digital transformation, our focus must always remain on the customer experience. By offering a mix of digital solutions and human interactions, we can meet the diverse needs of our audience while improving efficiency and satisfaction.
The goal is to enhance our digital strategy to align with key touchpoints in the customer journey while also strengthening our voice strategy. This approach ensures that whether a patient is checking test results online or a constituent is calling about a complex issue, they receive the support they need in the manner they prefer.
In future articles, we’ll examine specific implementation strategies, emerging technologies, and best practices for creating a truly customer-centric experience in healthcare and municipal services.
And if you’re ready to jump to the front of the line and meet your patients where they are, please reach out and schedule a call with me.
Karl Fischer, CCXP, is vice president for Customer Solutions at BSD Enterprises in Wilmington, DE. With over two decades of experience in customer experience optimization, Karl helps healthcare providers and municipal services navigate the complexities of digital transformation while maintaining a human-centric approach.