The healthcare landscape is constantly evolving, as are the expectations of healthcare members. Today’s consumers want more than just essential phone support—they expect seamless, personalized, and tech-enabled services. As healthcare becomes increasingly digital, changing member expectations in healthcare require payer call centers to adapt quickly or risk losing members to competitors with more advanced customer service offerings.
This blog will help you understand these changing needs and the strategies call centers can implement to stay ahead of the curve.
Understanding Evolving Member Needs and Preferences
The expectations of healthcare members have shifted significantly in recent years. It’s no longer enough to rely on traditional phone-based support. According to Deloitte, 77% of healthcare consumers prefer to manage their benefits online, indicating strong demand for digital self-service tools.
But it’s not just about going digital—patients now expect a personalized experience tailored to their unique needs. A survey by PwC found that 83% of healthcare consumers want their providers to understand and anticipate their specific circumstances. Personalization isn’t just a bonus anymore—it’s a requirement for member satisfaction.
The Rise of Omnichannel Support and Its Benefits
To meet these changing expectations, healthcare payers are increasingly turning to omnichannel support. This model allows members to choose how they interact with their healthcare provider, whether via phone, online portal, mobile app, email, social media, or AI-powered chatbots.
Benefits of Omnichannel Support:
- Improved Member Satisfaction: Offering multiple ways for members to connect with their healthcare provider increases satisfaction. Whether they prefer a self-service portal or direct interaction with an agent, omnichannel support lets members engage on their terms. A study by Aberdeen Strategy & Research found that companies with strong omnichannel engagement retain 89% of their customers, compared with 33% for those with weak engagement.
- Greater Efficiency: Omnichannel support also boosts efficiency by routing inquiries to the appropriate channels. Automated systems can answer simple questions, allowing agents to focus on more complex issues.
- Increased Accessibility: Healthcare payers can better serve members with diverse preferences and needs by offering a range of support channels. Some members may prefer using a mobile app, while others might feel more comfortable speaking to an agent.
The Growing Importance of Self-Service Options
Alongside omnichannel support, self-service tools are becoming essential for meeting the demands of tech-savvy healthcare consumers. Online portals, mobile apps, and comprehensive knowledge bases enable members to find the information they need and resolve issues independently.
A well-designed knowledge base empowers members to troubleshoot common problems without waiting on hold for a live agent. This not only improves the member experience but also reduces call center workload.
Benefits of Self-Service Options:
- Reduced Call Volume: By providing resources that enable members to handle basic inquiries, self-service tools reduce incoming call volume, allowing agents to focus on more urgent or complex issues.
- Faster Resolutions: Members who can quickly access answers themselves experience speedier issue resolution, improving overall satisfaction.
- Cost Efficiency: Gartner Research shows that self-service interactions cost less than $0.10, while customer-initiated calls cost $5-$12 per interaction. This significant cost difference makes self-service tools a sound investment for healthcare payers.
Fusion CX: Leading the Way in Personalized Member Support
At Fusion CX, we recognize the importance of staying ahead of changing member expectations in healthcare. Our approach to healthcare payer support is centered around empathy, innovation, and seamless interactions across all channels.
Our omnichannel solutions allow members to connect through intuitive online portals, mobile apps, or by speaking directly with our experienced agents. By continuously investing in cutting-edge technology and advanced training for our staff, we ensure that our team is equipped to provide exceptional member experiences.
At Fusion CX, we prioritize personalized, empathetic care, understanding that human connection remains vital even in a digital-first world.
The Bottom Line
Staying ahead of changing member expectations in healthcare is no longer optional—it’s essential for healthcare payers who want to remain competitive. Payers can build trust, improve member satisfaction, and ensure loyalty by embracing omnichannel support, investing in self-service tools, and prioritizing personalized experiences. Those who adapt quickly and effectively will thrive in this evolving landscape.
