Is Saying “Your Call Is Important to Us” Rhetoric or Reality?
By Peter Lyle DeHaan, Ph.D.
Whenever I call a company, I pay close attention to what happens. You probably do too. I look for specific details that thrill me. I also look for areas that need improvement. And I especially note my overall reaction to the call. Did they delight me, treat me with respect, and leave me with a satisfied feeling? Or did I feel frustrated over their indifferent attitude, poor response, and haste to move on to the next call?
If I’m delighted, I look forward to my next call. If I’m frustrated, I don’t want to call again and will do anything to avoid it. Today’s results foretell future interaction.
Every call center says, “your call is important to us,” but sometimes they don’t act like it. As agents breathlessly rush from one call to the next, they send the opposite message, that my call is an eruption to them and causes irritation.
In the healthcare industry, call centers rise in importance as a key means to serve patients and enhance their overall level of care. While the call center can’t replace in-person interaction with a trained healthcare professional, a good call center can certainly supplement it and serve as an invaluable resource to advance the overall level of care.
This, of course, depends on the call center agent delighting the caller, of giving focused, unhurried attention. They must fully and professionally address the reason for the call. However, a medical call center that leaves patients feeling frustrated, hampers the overall provision of quality care and lessens the chance of the patient calling back the next time they have a need.
In your medical call center make sure the phrase, “Your call is important to us,” is more than a slogan or a hollow promise. Make sure you show each caller just how important they are by how you treat them and how you serve them. That’s the message your call center wants to send on every call. That’s the way to make your operation be an indispensable part of the overall provision of healthcare in your community.