By Chris Evanguelidi, director, enterprise healthcare market, Redpoint Global.
In a new Harris Poll survey commissioned by Redpoint Global, consumers ranked healthcare near the bottom among several industries in delivering an “exceptional customer experience.” Just 13% regarded their experiences as exceptional, about equal with travel/hospitality but significantly below retail (26%) and financial services (23%).
Interestingly, when asked which industry should be the best at providing such an experience, healthcare polled first in three of four elements of customer experience (CX). More than a quarter of all consumers surveyed expect healthcare should rank first in personalization, consistency and customer understanding. (Only financial services ranked ahead of healthcare in the privacy dimension, 34% to 28%.)
An expectation for a consistently personalized experience in which a healthcare provider or insurer exhibits a personal understanding of a consumer is the core of the healthcare consumerism movement, which is a recognition and affirmation that the healthcare consumer controls an individual healthcare journey. Yet consumers increasingly question why fragmentation along channels, locations and data seems to be the norm.
A face-to-face meeting with a physician may provide an overall positive experience, but for the patient, it is only part of a journey, which may have included research, questions and appointment setting before the doctor visit, and follow up care, prescriptions, payments and further research after the point of care.
When the customer journey is disjointed, it becomes very difficult for any stakeholder in the consumer’s care to have a personal understanding beyond their area of interest. This, in turn, further erodes a seamless experience because the next steps are not optimized based on a unified, up-to-date view of the consumer. Social determinants of health, engagement preferences, behaviors, existing care gaps and other data points need to be presented to payers and providers in real time, at the point of interaction, to deliver the consistent, personalized experience consumers have come to expect.