Many believe that great communication begins with connection. I would argue that empathy makes that connection and positive customer outcomes possible. Today, artificial intelligence (AI) is poised to enhance empathy and strengthen connections between organizations and their customers, improving outcomes for everyone.
Ask any experienced customer service professional about the secret to effective engagement, and you'll likely hear about the power of empathy. Empathy breaks down barriers, helping customers feel heard and understood. When people feel understood, they become less defensive and more open to resolving difficult issues, like overdue or confusing bills.
While empathy might sound like a soft skill, it's actually a critical business asset, especially for retaining customers and patients over the long term. For healthcare providers, ranging from large health systems to small family practices, cultivating patient loyalty is a top priority.
Writer Maya Angelou once said, "People will forget what you said. People will forget what you did. But people will never forget how you made them feel." That perfectly captures the power of empathy and its impact on both customer experience and business success.
Empathy inspires action, but how can busy, often inexperienced customer service representatives actively listen and tailor empathetic messages to each individual they serve? It's a tall order. Healthcare service teams face unique challenges, from addressing complex billing inquiries to explaining payment options, all while handling high call volume and working with limited patient data.>
This is where AI can help. By tailoring conversations to each individual's needs, AI enhances customer engagement, builds trust, and drives better outcomes.
Healthcare organizations are increasingly following the lead of retail and other customer-centric industries, using data to better understand how patients communicate, what they can afford, and which technologies they prefer. This kind of insight allows organizations to deliver smoother, less stressful interactions and leads to improved satisfaction, trust, and financial outcomes.
My company recently launched the first virtual agent in healthcare to use data-driven AI that blends human intelligence with empathy. This agent, SeatMate, guides customer service representatives through personalized and empathetic conversations. It leverages intelligent scripting to reduce both training time and call duration, helping patients receive better information, faster.
This type of virtual agent represents the next evolution of machine learning and data analytics, which have been in use for more than two decades. By offering a holistic view of patients' financial profiles through advanced scoring, AI can recommend customized payment plans that meet individual needs.
But understanding patients goes beyond finances. It also includes how they prefer to receive information. Voice of the patient research by KeyPoint Intelligence on behalf of RevSpring found that communication preferences vary widely based on the message and demographic group. Email was preferred for pre-care cost estimates, post-care instructions, and test results. Text messaging was favored for appointment reminders and pre-care instructions. Print mail remained the top choice for bills and statements.
These preferences aren't always intuitive and often vary across age groups. That's why data, analytics, and increasingly, AI, must drive each unique patient journey, from the first touchpoint to final follow-up, for a truly empathetic experience. Patients are far more likely to pay on time when communications align with their preferences and providers show understanding for their unique situations.
The stakes are high. In healthcare, patients won't hesitate to switch providers after a bad experience. The Voice of the Patient survey found that 67 percent of respondents would likely switch providers due to poor communication during the pre-care phase and 56 percent would likely switch after a negative billing experience.
According to the KPMG 2024 U.S. CEO Outlook survey, nearly 70 percent of CEOs say AI is a top investment priority. Their top expected benefits? Greater efficiency, a more skilled workforce, and increased innovation.
AI is powerful and it's here to stay. Organizations committed to building authentic, empathetic connections with customers should embrace AI tools that help them do exactly that. While some fear that AI might eliminate the human touch, smart AI solutions actually enhance it while also driving stronger business outcomes.
Casey Williams is senior vice president of patient engagement and payment applications at RevSpring.