Welcome to the next era of customer listening. An era where a deep understanding of customer moments become the compass that guides healthcare companies to crush the complexity of an industry that is crushingly complex.
Imagine a healthcare ecosystem where understanding human behavior goes beyond anecdotal information and solicited survey feedback. A world where healthcare leaders are equipped with reliable data that represents a deep understanding of the authentic journey of the patients, caregivers, doctors, nurses, pharmacists, and all the other entities that are involved in the healthcare ecosystem.
As I imagine this possibility, I find myself hopeful and optimistic that we’ll see accelerated momentum for the following in the coming year.
The hype surrounding artificial intelligence will continue as healthcare leaders close the gap on their knowledge and expand their AI use cases – use cases that will continue to focus on speed and efficiency. As healthcare leaders become more knowledgeable and gain more experience, they will better understand and appreciate the nuance of AI. As a result, we’re likely to see:
- A preference for AI that leverages proprietary data and industry or functional-specific data sets (versus generalized data sets).
- A focus on language models that are trained on human interactions as opposed to the current models which are built from knowledge systems and databases.
- An increase in lawsuits will create a heightened sense of urgency surrounding responsible AI and proper management and evaluation of AI models.
- Consumers will become more knowledgeable too and as a result, will demand transparency.
AI to Help Humans Understand Humans
Historically, companies have focused on building human understanding into AI and using AI to replace or assist humans in interactions. While this has driven tremendous efficiency, I’m hopeful we will see an expanded view of the application of AI. A view that focuses on leveraging AI to help humans understand humans and to create human connection.
Through AI capabilities, we will see enlightened business leaders leverage AI to get a deep understanding of their customers and the individuals who serve them. This depth of insight will shape the corporate agenda in ways far beyond what we’ve historically seen from the conventional methods of customer listening.
Prioritizing Moments of Struggle
Customer experience (CX) leaders who accept the harsh reality that solicited requests for feedback and Net-Promoter Scores are not driving the business outcomes they seek will find new momentum by focusing on removing friction in the customer journey. They will prioritize a deep understanding of customer moments of struggle – moments which are locked up in their contact center data. They will use this understanding to fuel innovation and drive continuous improvement initiatives.
This understanding will also guide experience design, with intentional opportunities for human connection throughout the customer journey.
Data-backed Storytelling Gains Momentum
In the digital age, where information is abundant and attention spans are fleeting, companies will place increased emphasis on the art and science of storytelling to focus attention and action on what customers’ need. The current perception of storytelling — viewed as public speaking or data visualizations – will change. Business leaders will realize storytelling is a process of finding the story, crafting the story, and delivering the story.
Driven from the realization that humans act when insights connect to both the head and heart, leaders will form teams of data-backed storytellers who have the unique combination of analytical acumen, research know-how, creativity, and strong communication skills. Storytellers will gather cross-functional teams to share quantitative data and qualitative stories that create efficient and effective outcomes for the business and the customer.
As we look forward toward the future, I see tremendous opportunity to disrupt the status quo, to combat the crushing complexity of our healthcare system. Innovation prompts change and I see artificial intelligence affording healthcare a tremendous opportunity to shape the future for the good. To remove barriers, to improve human understanding, to drive action, and to let a deep understanding of customers guide business outcomes and customer success.
ABOUT THE AUTHOR:
Leslie Pagel is the Chief Evangelist of Authenticx – a conversational AI company dedicated to improving the way healthcare companies engage with patients. In this role, she creates awareness, across the healthcare industry, of more efficient and effective ways for healthcare organizations to leverage the authentic patient voice to achieve the desired health and business outcomes. With over two decades of working with customer and patient experience teams, Leslie helps clients actualize the voice of the patient to show how these voices prompt meaningful action.
Authenticx was founded to analyze and activate customer interaction data at scale. Why? We wanted to reveal transformational opportunities in healthcare. We are on a mission to help humans understand humans. With a combined 100+ years of leadership experience in pharma, payer, and healthcare organizations, we know first-hand the challenges and opportunities that our clients face because we’ve been in your shoes.
Want to learn more? Contact us!