Today’s vast array of easily accessible communication technologies have put consumers in the driver’s seat. Businesses from retailers to banks to airlines have empowered users by meeting them where they are through an ever-growing list of accessible digital devices. It’s now an expectation. And it’s also paved the way to realizing significant cost reductions through more efficient and timelier consumer interactions.
While healthcare payers are used to helping members navigate the healthcare journey, they’ve traditionally routed members to a call center. Once there, customer service representatives answer members’ questions; some simple, like a replacement ID card and others more complex, like questions about a denied authorization. Regardless of the query, engaging call center reps is the most expensive method of providing customer service.
But in today’s age of healthcare consumerism where up-to-the minute data and information are readily available online, health plan members are now empowered to engage with and manage their overall healthcare via a growing suite of channels and devices. Enabling and catering to that digital empowerment can fuel medical and administrative cost savings and, most importantly, healthier members. What’s more, health plan member satisfaction can have a significant impact on retention as well as on Star Ratings and HEDIS scores for payers.
For Health Plan Member Satisfaction, Take a Tip from Retailers
In today’s world, savvy payers are looking to the business models of consumer giants like Amazon, Apple, and Google, never forgetting that member is another word for customer. Customer service and satisfaction now must be front and center. Making the most of members’ time, catering to their digital preferences, and delivering a lower cost, personalized and relevant experience are crucial to meeting customer and revenue expectations shaped by the evolving digital world. Payers must forge a streamlined path for members to engage with them wherever, whenever, and on whatever channel they choose—including allowing a single conversation to seamlessly traverse across devices.
The Omnichannel Customer Advantage
While not everyone knows it by name, we’re all familiar with omnichannel communication. It’s what enables you to start filling your Amazon shopping cart on your phone and resume the process, with prior selections intact, several hours later on your laptop. Another example is seamlessly switching from tablet to television when streaming a movie. For most of us, this is not technological wizardry. It’s now the world we live in.
For healthcare payers, this means members can switch from web to text to phone to virtual assistant as sophisticated omnichannel communications support seamless interactions without skipping a beat. It ensures a continuous, unified dialogue across all touchpoints, keeping communications moving forward without the need to ask, discuss, decide and then frustratingly repeat. And it minimizes the need for service rep interventions.
Integrated Touchpoint Communication Comes to Healthcare
Last month, Healthx became the first company to bring this important technology to the payer marketplace with the introduction of the OXP omnichannel experience platform. Until recently, healthcare’s logistical and security challenges, and typical patchwork of IT components limited even the most progressive payers to using a simple multi-channel system. Most payers currently utilize a web portal, a mobile app, and rely on service representatives to support the majority of interactions by telephone. But each touchpoint is siloed, forcing health plan members to resume interactions from square one if they are interrupted or must switch devices. Omnichannel changes that.
Delivering Multiple Service and Cost Benefits
Given that online healthcare transactions aren’t exactly as straightforward as, well, buying a sweater, the Healthx OXP solution is good news for health plan members, payers, and providers. Certain healthcare interactions may require data from multiple siloed systems and HIPAA requirements apply. Specific care-related contact may necessitate switching devices if a member needs to continue to access information while en route to an appointment or emergency visit. The seamless access and continuity of communication provided by OXP makes all of this convenient.
Simplifying appointment scheduling and healthcare information access and literacy boosts compliance and lowers care costs. At the same time, many channels, such as text support conversational artificial intelligence and other forms of automated, self-serve communications, will help healthcare payers minimize live agent time and similarly cut costs.
With Healthx’s OXP omnichannel experience platform, payers need not reinvent the wheel and implement a new front-end web portal. OXP integrates seamlessly with technology already in place to make the most of your budget and minimize the impact on existing users.
See OXP in Action
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Is your organization fostering a culture that views health plan members as customers? What are you doing to put customer satisfaction first? We’d love to hear your views.