Welcome to the second installment of our two-part blog series exploring customer communications management (CCM) in healthcare. In part one, we delved into the role CCM plays in the healthcare space, highlighting how it enhances member engagement and satisfaction. In part two, we’ll focus on the best practices that can be combined with a CCM platform to ensure a seamless and enriching customer experience.

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Best Practices for Implementing CCM in Healthcare

• Harnessing the power of omnichannel communication: A major feature of modern-day customer engagement is omnichannel communications, a strategy that offers the ability to expand customer interactions. According to the e-commerce marketing platform Omnisend, campaigns employing three or more channels observed a 494% surge in order rates compared to single-channel campaigns. However, only 42% of businesses have embraced this communication strategy, leaving plenty of room to enhance customer satisfaction and increase revenue.
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• Offer support on every channel: Requiring customers to toggle between different channels when attempting to resolve an issue—for example, through email-only technical support—can be a source of discontent. Integrating live chat support on critical web pages can bridge the communication gap instantaneously, thus driving sales and customer satisfaction. Zendesk’s 2023 CX Trends Report notes that 64% of customers tend to spend more on brands that make it possible to resolve issues on their preferred channels.
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• Use feedback as an opportunity for growth: Regularly collecting feedback can reveal both the shortcomings and strengths of your communication strategy. Employing methods like surveys, reviews, and social media monitoring to tap into the customer psyche not only reveals opportunities to meet customer needs but also fosters a sense of value and trust among customers.
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• Center your customers through personalization: Today, personalized communication is a necessity. As revealed by Zendesk’s 2023 CX Trends Report, 59% of consumers expect businesses to leverage customer data for personalized interactions. Segmentation based on various customer metrics can significantly amplify the engagement quality, thereby bolstering brand affinity.
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• Foster strong internal communication: Seamless customer communication is often a reflection of robust internal communication. Ensuring that teams across different departments are on the same page enhances consistency in customer engagement, which in turn translates to a superior customer experience.
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• Engage customers proactively: Don't wait for customers to knock on your door. Proactive communication, whether through seeking feedback or keeping customers informed about potential delays, manifests a customer-centric environment. It is this proactive stance that can significantly mitigate the risk of customer attrition.
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• Identify the most useful metrics: Once you’ve established your CCM strategy, it’s important to continually refine it by identifying and assessing the right metrics. Key indicators like first response time (FRT), average resolution time (ART), and customer satisfaction (CSAT) serve as checkpoints that aid in aligning your communication strategy with customer expectations.

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In the evolving healthcare landscape, CCM serves as a cornerstone for delivering excellent member experiences. Adopting CCM best practices can significantly enhance customer satisfaction by blending technology with empathy and data with understanding. As healthcare providers stride towards a more member-centric model, embedding these practices within their communication strategy can lead to a harmony of trust, clarity, and exceptional service that ultimately nurtures a positive member experience.

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