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Customer Engagement in Healthcare in Europe and North America

  • October 2014
  • 115 pages
  • Frost & Sullivan
Report ID: 2432018


Table of Contents

Healthcare Vertical

Research Background and Objectives

This research service is part of a series of survey-based studies that look at the current and future adoption of various customer contact strategies, enabling technologies, and services. The survey data and insights allow contact center organizations to better understand industry and technology trends, and apply the findings in their business.
The following studies are part of this series:
- Enterprise Priorities in North America – Multichannel Customer Contact
- Enterprise Priorities in North America – Agent Performance Optimization
- Enterprise Priorities in North America – Cloud Contact Center Solutions
- Enterprise Priorities in North America – Contact Center Outsourcing
- Enterprise Priorities in Europe – Multichannel Customer Contact
- Enterprise Priorities in Europe – Agent Performance Optimization
- Enterprise Priorities in Europe – Cloud Contact Center Solutions
- Enterprise Priorities in Europe – Contact Center Outsourcing


Using a Web-based survey methodology in February 2014, Frost & Sullivan surveyed x contact center/customer care decision makers working in businesses located in Europe and North America, who were involved in evaluating, specifying, recommending, or approving the purchase of contact center products or services. The total sample for the healthcare vertical and, particularly for this study, is x.
Frost & Sullivan’s survey methodology uses online panels to source only qualified respondents. These respondents must meet the requirements set by a screening process prior to full survey participation. Online panels consist of individuals who volunteer to participate in Web-based surveys and typically receive compensation directly from their panel membership for participating in qualified survey research. In general, survey respondents do not receive direct compensation from Frost & Sullivan for participating in research projects.

Executive Summary

- Multi-channel Adoption: As a proportion of total customer interactions in healthcare, Web self-service, social media, and mobile apps are expected to grow. Over the next xyears, live agent-voice and e-mail will both demonstrate a x% decrease in the proportion of customer interactions. In contrast, interactive voice response (IVR) is expected to witness a x% increase in future adoption. The fastest-growing applications are social media analytics, Web interaction analytics, Web collaboration tools, and virtual agents.
- Social versus Mobile: At present, North American healthcare companies are more likely to have social customer care, but lag behind their European counterparts in terms of mobile customer care.
- Self-service: x years from now, live agent-voice will continue to hold the highest share of interactions, followed by e-mail. Significantly, more contact centers in North America are expected to witness customer interactions through Web self-service when compared to those in Europe.
- Contact Center Integration: In the healthcare vertical, x% of contact center organizations state that their contact channels are fully integrated, while a similar proportion are mostly integrated. However, by 2016, x% are expected to be fully integrated (a x% growth rate), primarily because x% of the mostly integrated contact centers will be transitioning to full integration.
- Automation in the Healthcare Contact Center: High growth is expected in Europe and North America for fully automated customer interactions in healthcare. However, significantly more customer interactions are likely to be fully automated over the next x years in North America than in Europe.
- Proactive Customer Care: Most healthcare companies expect the volume of outbound interactions to increase for proactive customer care, sales, and marketing. However, the volume of collections is expected to remain the same for most companies.
- Outbound Interactions: x% of North American and European healthcare companies expect to see an increase in outbound sales and marketing interactions, as opposed to x% for debt collections.
- Social Media Expansion: By 2016, the use of multiple social media customer contact capabilities is expected to increase, with the largest percent simply listening and monitoring; full integration with other contact channels will also play a vital role.
- Mobile Customer Care: North American contact centers in healthcare have invested in more mobile customer contact capabilities than contact centers in Europe. For instance, more contact centers have invested in access to Websites from mobile devices or have dedicated mobile customer care apps.
- Agent Performance Optimization (APO): When compared to their European counterparts, more contact centers in North America have fully or mostly integrated their APO applications with contact handling applications.
- Cloud: More contact centers have adopted hosted/cloud contact center solutions in North America when compared to Europe. However, over the next x years, the highest growth in adoption is expected to arise from Europe. Outbound applications will witness the highest cloud adoption levels. However, more contact centers in Europe have a higher adoption level of mobile contact, quality monitoring, Web collaboration tools, and workforce management, when compared to those in North America.
- Outsourcing Penetration: Tech support is the most outsourced contact center function, followed by collections. At present, outsourcing adoption is low for outbound sales; however, it is expected to witness marginal growth over the next x years.

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