Good communication is the cornerstone of a healthy relationship between a health provider, and their customer or patient. Key to this communication is being able to preserve the context of previous interactions across all channels that the customer uses to communicate. View this Slideshare presentation and discover how to meet the current customer demand for an omnichannel experience. For more information, visit our website: http://gsys.co/dIiY303pGTo

1. eBook
THE HEALTHCARE
PROVIDER’S GUIDE TO
OMNICHANNEL
CUSTOMER
EXPERIENCE

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EXECUTIVE SUMMARY
Good communication is the cornerstone of a healthy
relationship between a customer/patient and their
healthcare provider. Key to this communication is
preserving the context from previous interactions
across all channels, which drives consistency,
efficiency, and quality.
How many communication channels are you being
asked to use with your customers? And is context
provided with each interaction as your customer
jumps from channel to channel, from mobile to
office to hospital to email?
What about social media? As is true with all other
industries, healthcare consumers now have a wide
variety of social media outlets through which to voice
their displeasure or satisfaction—though too frequently,
that input also lives within a silo and isn’t integrated
with insights from other channels.
When considering the customer experience (CX)
you provide, ask yourself:
• How many disconnected and repetitive
interactions must your patients or customers
manage when working with you?
• To complete a single task like caring for a broken
ankle, how many departments or touchpoints
would it require to schedule an appointment,
have x-rays forwarded, and understand the
ensuing bills?
This is one in a series of eBooks designed to show
how an omnichannel CX platform can significantly
improve your healthcare organization. Other titles in
the series include:
• The Healthcare Provider’s Guide to Revenue
and Compliance Management
• The Healthcare Provider’s Guide to
Resource Management

3. TODAY’S CUSTOMERS DEMAND AN
OMNICHANNEL EXPERIENCE
Whether they reach you through the phone, the web, or their mobile device, customers expect
every interaction to be as personal as if they were in the hospital, clinic, or provider’s office.
And while most healthcare providers support multiple communication channels such as voice
and email, they cannot share context across these channels—or others. The inability to synchronize
multiple channels simultaneously and then direct interactions in step-by-step sequences—or at
the very least share information across interactions—impedes the delivery of personalized,
contextual service.
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COMMUNICATION CHANNELS
THAT DRIVE EFFICIENCY
AND LOYALTY
Disconnected Channels Create
High-Effort Experiences
Imagine a customer is using your IVR system to
resolve a billing question but needs additional help. So,
they choose the option to be transferred to an agent.
The lack of contextual information means the caller has
to provide data (name, date of birth, invoice number,
etc.) to the live person that they’ve already provided
to the automated system.
Or perhaps a patient is on your website to schedule
an appointment, and they initiate a web chat for
more information. Without integrated communication
channels, the agent has no insight into where the
patient is on the website and why they might be
contacting your company.
These time-consuming, disconnected “channel shift”
experiences are a significant cause of inefficiencies
for healthcare providers and high effort and frustration
for customers.

5. COMMUNICATION CHANNELS THAT
DRIVE EFFICIENCY AND LOYALTY
Integration of all channels—both outgoing and incoming, as well as social—can drive significant
efficiencies and, at the same time, improve your CX.
A recent study by Forrester Research shows how companies that deploy an omnichannel
engagement center solution are realizing a 50% reduction in customer abandonment, a 12.5%
improvement in agent handle time, payback in 12.8 months, and a 158% ROI over five years.1
Here are a few examples of ways your organization can communicate with customers across
multiple, integrated channels.
1
“The Total Economic Impact™ of the Genesys Omnichannel Engagement Center Solution” a commissioned study by
Forrester Consulting (2016)
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COMMUNICATION CHANNELS
THAT DRIVE EFFICIENCY
AND LOYALTY
Appointment and Prescription
Refill Reminders
• Proactively remind patients when it’s time to
refill or pick up prescriptions or to schedule
annual visits.
• Send reminders of scheduled appointments,
hours or days ahead of time, via the customer’s
preferred communication channel. Those messages
can contain information about co-pays or which
paperwork they’ll need, which can streamline both
the process and payments.

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COMMUNICATION CHANNELS
THAT DRIVE EFFICIENCY
AND LOYALTY
Proactive Messaging
• Mobile messaging allows you to reach a broader
spectrum of customers than email alone does and
will allow communication to take place whenever
and wherever possible.
• Sending SMS messages with a link to an
online appointment scheduling portal can foster
multi-step communication in a single message.
• Surveys automatically sent to customers allow
institutions to gather significant insights and
leverage the goodwill of satisfied patients.
Surveys also help close the loop with unsatisfied
customers to uncover issues and resolve problems.
• Automated payment reminders can increase
revenue flow without vastly increasing costs.
(For more on this topic, read the related eBook
in this series, The Healthcare Provider’s Guide to
Revenue and Compliance Management.)
• Wellness updates can provide information on
everything from preventative care to being notified
of a change in services offered. By sending content
tailored specifically to each patient, healthcare
practitioners become trusted partners.

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COMMUNICATION CHANNELS
THAT DRIVE EFFICIENCY
AND LOYALTY
Outbound Calls
• Check on recently released patients to assist
with aftercare questions and reduce the chances
of readmission.
Social Media
• Full integration with social media channels
allows you to monitor your brand reputation,
reach out to disgruntled customers, and build a
sense of community.
Interaction Analytics
• Gain valuable insight into the quality of customer
interactions, as well as the workings of your
healthcare organization and its ability to meet
patient needs. (Read the related eBook in this
series, The Healthcare Provider’s Guide to
Resource Management to learn more.)

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CONCLUSION
Genesys, the world leader in customer engagement, would like to discuss how workforce and workload optimization, analytics, and an omnichannel communication strategy can
help you gain efficiencies and improve your patient and customer experience. Visit us at www.genesys.com.
Additional Resources
For more insights into CX for healthcare providers, check out the other two eBooks in this series:
• The Healthcare Provider’s Guide to Revenue and Compliance Management
• The Healthcare Provider’s Guide to Resource Management

10. TAKE YOUR CUSTOMER EXPERIENCE
TO THE NEXT LEVEL
Whether your goal is to modernize your Contact Center, increase workforce quality and efficiency or drive better
customer experiences, Genesys offers an open and scalable platform that efficiently fits into your existing enterprise
architecture and reduces total cost of ownership.
Industry leaders have achieved amazing results with the Genesys Customer Experience Platform such as:
Increase in Revenue Increase in Agent Productivity Increase in First Call
Resolution (FCR)
Increase in Net
Promoter Score (NPS)
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11. Genesys, the world’s #1 Customer Experience Platform, empowers companies to create
exceptional omnichannel experiences, journeys and relationships. For over 25 years, we
have put the customer at the center of all we do, and we passionately believe that great
customer engagement drives great business outcomes. Genesys is trusted by over 4,700
customers in 120 countries, to orchestrate over 24 billion contact center interactions per
year in the cloud and on premises.
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