Importance of Customer Service in Healthcare and How to Improve It

The success of every enterprise in today’s highly competitive business landscape across industries is defined by the quality of customer service that they can deliver. This fact holds good even for the healthcare industry. Good customer service is very critical to the success of the healthcare business—since customers (Read: Patients) would usually be in their most vulnerable state when they seek (healthcare) services and what they feel during such tough times can have a profound impact on their overall care experience. Patients expect an outstanding quality of care and interactions with the staff every time they plan to utilize healthcare services.

Importance of Delivering Superior Customer Service in Healthcare

As patients are increasingly becoming hyper-connected and have access to enormous information across various channels such as websites or review sites, they are more aware of their choices regarding what and whom to go for healthcare services. They are considering healthcare just like any other paid service. Hence, successful healthcare businesses are focused on providing exceptional customer service. Let us take a look at the top 5 reasons that make customer service in Healthcare important:

1. To set expectations for the quality of care

Employing highly skilled personnel in a healthcare facility is not enough. It is also important to deliver a high-quality pre- and post-care experience consistently. The kind of experience healthcare providers give to their customers during every interaction sets expectations about the quality of care they receive from the provider.

2. To enable better, life-saving decisions with timely and accurate information

Customer service isn’t just about answering common queries. In critical times, patients need accurate information and timely advice, which helps them make better decisions that can save precious lives.

3. To streamline appointment scheduling, check-in, and service delivery

Customer needs and expectations are increasing more than ever. They look for highly streamlined processes and efficient systems in place that help them in appointment scheduling, check-in, and service delivery.

4. To improve quality of services based on patient feedback

An important part of customer service in healthcare is receiving and acting on patient feedback that can shed light on key issues that are hampering patients’ experience. What patients think of their experience is vital to improving services for better care in the future.

5. To achieve brand loyalty and referrals

Outstanding customer service can help healthcare businesses create brand loyalty. Happy, gratified patients are more likely to come back to the same healthcare facility/brand. They may also refer other patients to you if they have received excellent care.
Keeping these reasons in mind, every worker in a healthcare organization should approach their job with a customer-centric outlook – whether they interact directly with patients or have a more behind-the-scenes role.

Healthcare professionals that fail at delivering exceptional customer service are likely to face challenges with patient retention. It is not just about being empathetic and professional but also providing personalized services with quality care.


Here are five ways healthcare professionals can enhance their customer service:

1. Provide patients with customizable self-service tools

Today’s customers expect instant gratification. They want a quick turnaround for their queries with accurate information. Providing Self-service tools such as knowledge bases or conversational chatbots make this goal attainable. These tools can handle repetitive customer requests effortlessly by providing information anytime from anywhere.

2. Personalize every customer touchpoint across the value chain

According to a Forrester report, 77% of customers have selected, suggested, or spent more money with a business that delivers a personalized experience. Similarly, for providing superior customer service, healthcare providers must personalize every touchpoint. Health concerns often cause anxiety for patients and their families. They seek personal attention and thorough communication about their health. A strong bond can be established with patients by making customized follow-up calls, and sending bespoke emails, newsletters, or birthday wishes.

3. Automate healthcare processes/workflows end-to-end

While creating a customer service program for a healthcare facility, providers must make all healthcare processes and workflows as effortless as possible. For example, consider automating the appointment scheduling process and patient data management, enabling- a single view of the patient,  so that quality care is delivered to the patients. Automation can not only help in offering the right treatment strategy for the patient at the right time but also reduce the total cost of care.

4. Enable omnichannel customer experience

Patients, specifically Millennials, want to invest in their digital health experience via omnichannel tools such as live chat, text, apps, web, video and voice calls, chatbots, and telehealth. Hence, healthcare providers must embrace these technologies and ensure that these technologies work as intended for customers/patients to deliver seamless experiences. This, in turn, will increase customer retention and lifetime value (LTV).

5. Adopt intelligent technologies like AI and predictive analytics

With intelligent technologies and tools like an advanced Customer Service Management (CSM) platform, healthcare providers can automate common customer requests, provide answers with AI-powered chatbots, and empower agents with intelligent workspaces. Furthermore, conversational AI helps healthcare businesses offer personalized, delightful responses to their customer inquiries.


By adopting predictive analytics, providers can understand the customer’s intent and automatically categorize, prioritize, and route cases to the right agents. This enables process efficiencies, faster responses to customers, and improved customer satisfaction.

Key Takeaway

All said, healthcare providers who are keen on streamlining processes and offering self-help programs, quality data, health records, real-time feedback, reminders, etc.—helping patients to stay healthy, make informed and better decisions, reach out to doctors at the right time, and adopt healthy habits—will establish brand loyalty that goes a long way, contributing to business growth and success.

Out of our experience providing IT services and software solutions to healthcare businesses, we found ServiceNow CSM to be the most efficient platform for improving customer service in healthcare. If you are ready to adopt ServiceNow CSM, Kanini’s intuitive ServiceNow implementation services can help you perfectly meet your patients’ expectations. Reach out to us at for further information.


Sridevi Prekke

Sridevi leads Content Strategy at KANINI and brings over a decade of experience in Marketing & Corporate Communications in the IT/Software industry. She was recognized as one of the “Most Influential Content Marketing Professionals” by the World Marketing Congress & CMO Asia for 2018.

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