{"id":46737,"date":"2021-02-22T04:14:35","date_gmt":"2021-02-22T12:14:35","guid":{"rendered":"\/us\/en\/blog\/?p=46737"},"modified":"2025-07-02T01:45:54","modified_gmt":"2025-07-02T08:45:54","slug":"7-ways-to-provide-a-superior-omnichannel-member-experience","status":"publish","type":"post","link":"\/us\/en\/blog\/7-ways-to-provide-a-superior-omnichannel-member-experience\/","title":{"rendered":"7 ways to provide a superior omnichannel member experience"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">For years, consumers had limited options when it came to interacting with the companies with which they did business. They could call an 800 number and be connected to a representative,\u00a0 yet the experience with a single channel was often limiting and potentially frustrating. Today, that isn\u2019t the case\u2014technology has evolved to the point that brands can provide an omnichannel customer experience. However, healthcare payer organizations lag behind when it comes to providing this same experience for its members.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll explore how healthcare payers can provide a superior omnichannel member experience through a modern cloud <a href=\"https:\/\/www.ringcentral.com\/contact-center.html\">contact center<\/a>. Ideally, this platform includes a combination of outbound, inbound, and digital (i.e., social media, live chat) member touchpoints, supported with rich collaboration tools, such as messaging, video, and phone. These tools enable members to connect with their payer how and when they want.<\/span><\/p>\n<h2><b>How can an omnichannel cloud contact center create a better member experience?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Cloud contact centers create a better member experience in the following ways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They meet consumer-driven member demand<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They allow members to find answers on their own<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They help staff be more accessible and efficient<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They give teams the tools to effectively help members<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They secure member health information<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They offer analytics to improve the member experience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They can work 24\/7 from anywhere<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let&#8217;s explore each of these ways in a bit more detail.<\/span><\/p>\n<h3><b>Cloud contact centers meet consumer-driven member demand<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Member expectations have changed over the years. Their interactions with digital-first companies such as Amazon and Netflix raised their expectations for other service providers, including health insurance organizations. For example, research from McKinsey reveals that in 2018,\u00a0<\/span><a href=\"https:\/\/www.mckinsey.com\/industries\/healthcare-systems-and-services\/our-insights\/omnichannel-consumer-interactions-a-payer-perspective\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">77% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> preferred to use digital channels to pay their health insurance bills.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A cloud contact center enables members to interact with their payer in a variety of ways. They can call, chat, SMS, or even hold a video conference. Cloud contact centers enable the digital interactions members want from healthcare payers, like live chat, engagement over social media, or SMS. These tools create personalized member experiences.<\/span><\/p>\n<h3><b>Cloud contact centers allow members to find answers on their own<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Self-service options is one of the <a class=\"waffle-rich-text-link\" href=\"https:\/\/www.ringcentral.com\/cloud-contact-center.html\">cloud contact center benefits<\/a> members can get. Research from Forrester shows that<\/span>\u00a0<a href=\"https:\/\/www.forrester.com\/report\/2018+Customer+Service+Trends+How+Operations+Become+Faster+Cheaper+And+Yet+More+Human\/-\/E-RES142291\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customers prefer knowledge bases over all self-service channels<\/span><\/a><span style=\"font-weight: 400;\">, while Millennials, in particular, would rather have\u00a0<\/span><a href=\"https:\/\/blog.hubspot.com\/service\/customer-service-stats\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">a live chat with a customer service representative<\/span><\/a><span style=\"font-weight: 400;\"> than connect in any other way.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A modern cloud contact center offers self-service capabilities, so members can easily access information. Enabling members to find answers to their questions faster on their own creates a better member experience.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-46738\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/02\/omnichannel-member-experience.jpg\" alt=\"RingCentral for healthcare payers\" width=\"930\" height=\"596\" \/><\/p>\n<h3><b>Cloud contact centers help staff be more accessible and efficient<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In a report published by American Express,<\/span>\u00a0<a href=\"https:\/\/digitalmainstreet.ca\/40-customer-service-stats-to-know-in-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">40% of customers<\/span><\/a><span style=\"font-weight: 400;\"> want representatives from a company to take care of their needs faster. It makes sense\u2014no one wants to wait while an employee figures out who they are and what their history is with the company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A cloud contact center increases employee efficiency by integrating with systems of record, including CRMs. With a few clicks, employees can access a member\u2019s history with the company as well as record new information so they can solve member problems faster.<\/span><\/p>\n<h3><b>Cloud contact centers give teams the tools to effectively help members<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Efficiency is important, yet it\u2019s also critical that employees have access to the tools they need for first contact resolution for members. Traditional contact center infrastructure created information silos, so agents couldn\u2019t connect to their colleagues in other departments. As a result, it took longer to solve member problems.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A cloud contact center with integrated collaboration capabilities will feature built-in company directories that display the presence of staff. If an agent needs to confer with a colleague in another department about a member issue, it\u2019s easy to see if that person is available. As a result, it\u2019s faster to solve member problems, which leads to a better member experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/p>\n<section class=\"show-demo\">\n<div class=\"title\">\n\t\t\t8-step guide to faster member onboarding\t\t<\/div>\n<div class=\"flex-container button-container {{ $description ?: 'spacing' }}\">\n<div class=\"flex-container description\">\n<div>\n\t\t\t\t\tChoose the right platform and strategy for a positive member experience.\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"button-wrapper\">\n                                            <button onclick=\"window.open('https:\/\/netstorage.ringcentral.com\/documents\/ringcentral-8-step-guide-to-faster-member-onboarding.pdf', '_blank'); return false;\" class=\"show-demo-button\" data-dl-name=\"show-demo\" data-dl-element=\"button\" data-dl-additional-info=\"show demo button\" data-no-auto-dl=\"true\">Learn more<\/button>\n                                    <\/div>\n<\/p><\/div>\n<\/section>\n<p>\t<\/span><\/p>\n<h3><b>Cloud contact centers secure member health information\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In July 2020, a<\/span>\u00a0<a href=\"https:\/\/healthitsecurity.com\/news\/484k-aetna-ace-plan-members-impacted-by-eyemed-email-hack\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">hacker infiltrated EyeMed<\/span><\/a><span style=\"font-weight: 400;\">, a vision insurance provider. Five months later, it became clear that the number of patients affected was far higher than anyone thought previously: over 480,000 Aetna ACE plan members were included in the hack. Hackers stole member names, contact details, dates of birth, health insurance account numbers and identification numbers, Medicaid\/Medicare numbers, drivers\u2019 license numbers, and other government-issued ID information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The right cloud contact center platform strengthens the weak links in your security through industry-leading security features and certifications. An example of this is <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/what-hitrust-certified-communication-solutions-mean-for-your-healthcare-facility\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">HITRUST CSF certification<\/span><\/a><span style=\"font-weight: 400;\">. Cloud platforms with this certification strongly support payer HIPAA compliance. This ensures that you keep member healthcare information safe. That gives members peace of mind that their confidential data stays that way.<\/span><\/p>\n<h3><b>Cloud contact centers offer analytics to improve the member experience<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Do you know what kind of member experience your employees deliver when they interact with members? Is it positive or negative, and do members want to continue working with your organization? You won\u2019t know the answer to these questions unless you have real-time reports, agent monitoring, and in-depth customer surveys.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Leading cloud contact center platforms offer these capabilities, rich reporting, and <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/healthcare-payer.html\"><span style=\"font-weight: 400;\">built-in analytics<\/span><\/a><span style=\"font-weight: 400;\"> that gauge how employees handle member interactions. Contact center supervisors can encourage agents to continue providing excellent member service or course-correct when agents need assistance.<\/span><\/p>\n<h3><b>Cloud contact centers can work 24\/7 from anywhere<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Your healthcare plan members aren\u2019t always available during your business hours. Yet, they still need to reach you if they have questions or problems.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Modern cloud contact centers give you always-on capabilities with call routing to available agents as well as chatbot functionality, so members can still get the help they need outside of normal business hours.<\/span><\/p>\n<h2><b>RingCentral\u2019s cloud contact center: providing a superior member experience for healthcare payers<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">RingCentral\u2019s cloud contact center and business phone systems provide a superior member experience because of built-in security, flexibility, and all the capabilities that meet members\u2019 needs.<\/span>\u00a0<a href=\"https:\/\/www.ringcentral.com\/payers\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">See how cloud communications can transform your healthcare organization. Request a demo.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For years, consumers had limited options when it came to interacting with the companies with which they did business. They could call an 800 number and be connected to a representative,\u00a0 yet the experience with a single channel was often limiting and potentially frustrating. Today, that isn\u2019t the case\u2014technology has evolved to the point that &#8230;<\/p>\n","protected":false},"author":292,"featured_media":46739,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18674,33837],"tags":[17032,1682,32214],"class_list":["post-46737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-healthcare","category-telehealth","tag-collaborative-communications-platform","tag-healthcare","tag-unified-cloud-communications"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>7 ways to provide a superior omnichannel member experience | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"How can an omnichannel cloud contact center elevate customer service? These 7 ways can help provide a superior member experience for healthcare payers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/7-ways-to-provide-a-superior-omnichannel-member-experience\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 ways to provide a superior omnichannel member experience\" \/>\n<meta property=\"og:description\" content=\"How can an omnichannel cloud contact center elevate customer service? These 7 ways can help provide a superior member experience for healthcare payers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/7-ways-to-provide-a-superior-omnichannel-member-experience\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2021-02-22T12:14:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-02T08:45:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2021\/02\/member-experience.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"930\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lance Mehaffey\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lance Mehaffey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/newrcblog.wpengine.com\\\/us\\\/en\\\/blog\\\/7-ways-to-provide-a-superior-omnichannel-member-experience\\\/#article\",\"isPartOf\":{\"@id\":\"\\\/us\\\/en\\\/blog\\\/7-ways-to-provide-a-superior-omnichannel-member-experience\\\/\"},\"author\":{\"name\":\"Lance Mehaffey\",\"@id\":\"https:\\\/\\\/newrcblog.wpengine.com\\\/us\\\/en\\\/blog\\\/#\\\/schema\\\/person\\\/a6b1815c7d4a150371b61ed482d66f5e\"},\"headline\":\"7 ways to provide a superior omnichannel member experience\",\"datePublished\":\"2021-02-22T12:14:35+00:00\",\"dateModified\":\"2025-07-02T08:45:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"\\\/us\\\/en\\\/blog\\\/7-ways-to-provide-a-superior-omnichannel-member-experience\\\/\"},\"wordCount\":1039,\"publisher\":{\"@id\":\"https:\\\/\\\/newrcblog.wpengine.com\\\/us\\\/en\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/newrcblog.wpengine.com\\\/us\\\/en\\\/blog\\\/7-ways-to-provide-a-superior-omnichannel-member-experience\\\/#primaryimage\"},\"thumbnailUrl\":\"\\\/us\\\/en\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/member-experience.jpg\",\"keywords\":[\"collaborative communications platform\",\"healthcare\",\"unified cloud communications\"],\"articleSection\":[\"Healthcare\",\"Telehealth\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"\\\/us\\\/en\\\/blog\\\/7-ways-to-provide-a-superior-omnichannel-member-experience\\\/\",\"url\":\"https:\\\/\\\/newrcblog.wpengine.com\\\/us\\\/en\\\/blog\\\/7-ways-to-provide-a-superior-omnichannel-member-experience\\\/\",\"name\":\"7 ways to provide a superior omnichannel member experience | RingCentral Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/newrcblog.wpengine.com\\\/us\\\/en\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/newrcblog.wpengine.com\\\/us\\\/en\\\/blog\\\/7-ways-to-provide-a-superior-omnichannel-member-experience\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/newrcblog.wpengine.com\\\/us\\\/en\\\/blog\\\/7-ways-to-provide-a-superior-omnichannel-member-experience\\\/#primaryimage\"},\"thumbnailUrl\":\"\\\/us\\\/en\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/member-experience.jpg\",\"datePublished\":\"2021-02-22T12:14:35+00:00\",\"dateModified\":\"2025-07-02T08:45:54+00:00\",\"description\":\"How can an omnichannel cloud contact center elevate customer service? 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