Call Center Lessons: Streamline the Challenges and Celebrate More Wins

Over 20 years as a healthcare professional, both on the frontlines as an EMT and in just about every role in between, I have developed a soft spot for medical call centers. I know what you’re thinking – call centers, especially those servicing the collections space, have a lot of issues. And you’re right, they do. 

However, by building skills in operations and developing a close-knit team who show up to work with hearts of empathy and tenacity to problem solve, the issues that once plagued this profession become farther and fewer between. In fact, the challenges surrounding call centers aren’t all that different from the challenges impacting various facets of healthcare. 

If you are interested in ways to mitigate challenges at your own organization, keep reading. The solutions are closer than you think.

Lesson 1: Identify the root of the problem

Sometimes we need to take a step back and see the forest through the trees. Healthcare costs continue to rise across the board — just under half of U.S. adults report difficulty affording care, and one in four say they or a family member struggled to pay medical bills in the past year. No wonder their interactions with call center representatives can be tense! That tension only reinforces the need for leaders to lean on data and metrics that can take the guesswork out of staffing and service.

Tracking key performance indicators (KPIs) is a great way to build a staffing structure that works for your organization. It can offer insights into call volumes that allow you to better align staffing levels to peak times, which in turn can minimize hold times without overscheduling. 

This matters: nearly 60% of patients cite long wait times as their top frustration with call centers, and a single poor experience makes them four times more likely to switch providers. 

The same goes for complaint pattern tracking. Checks and balances such as QA systems have the ability to flag repeated issues and address them head on. Don’t guess when it comes to patient satisfaction – let the data be your guide.

Lesson 2: Don’t just meet expectations; exceed them

No one likes feeling surprised, especially when it comes to financial charges. It’s easy to stereotype collections representatives in call centers as the “bad guys” but the reality is their job truly is to assist the patient. In fact, research shows that 90% of patients’ loyalty to a practice depends on the patient’s financial experience. 

Conversations involving balances, financial assistance and payment plans should be handled in such a way that leaves the patient feeling respected and with a sense of autonomy in the situation he or she is facing. Providing scripts and strategies can help call staff de-escalate tense financial conversations while maintaining efficiency and professionalism.

Another way to go above and beyond with patient experience is to create cross-departmental collaboration. We are not meant to do this job alone – it’s a group project, and groups work together to achieve goals. There’s also no worse feeling as a patient than being “passed” between teams. 

This means teams should be regularly talking to each other, especially those working in scheduling, front desk, billing and collections. Frequent communication allows for sharing of insights and it also can minimize breakdowns in communication that might have occurred along the way.

Lesson 3: Celebrate the wins

It’s easy to go to work every day and forget the ‘why’ that got you into this role in the first place. It can also be tempting to forget the other side of the coin when it comes to collections — that when patients don’t pay their bills, hospitals and healthcare systems suffer. In order to honor both of those realities, you have to celebrate the wins as they come. 

In our industry, particularly in inbound call centers, the 80/20 rule is the standard benchmark: answer 80% of the calls in 20 seconds or less. It’s important to caveat this with the fact that collections center calls are often more complex than the standard scheduling or patient access inquiries — so agents will need to be trained to handle more complex concerns regarding billing and collections. With this in mind, teams should aspire to exceed the 80/20 rule as much as they can, knowing that every second counts. 

Equally important, beyond celebrating the wins, it’s essential to recognize the people who are carrying out their jobs effectively. Research supports this: employees who receive high-quality recognition are 45% less likely to leave within two years, and those who experience recognition grounded in meaningful pillars—such as authenticity, equity, and personalization — are 65% less likely to be considering leaving.

Team members need to be equipped to help patients understand their financial responsibility so they can reduce outstanding debts and continue accessing the care they need. When this work is done effectively and empathetically, it not only strengthens the patient experience but also the healthcare system as a whole. And that is something worth celebrating. 

The bigger picture

Removing all challenges associated with call centers in the collections space isn’t likely, but in reality that shouldn’t necessarily be the goal. Instead, focus your efforts on identifying snags before they spiral out of control. Train your staff to go above and beyond in meeting patient expectations. Last but certainly not least, celebrate your people and make sure they know you appreciate them. In a time where everyone is being forced to do more with less, the way we manage these interactions can’t be overstated. When done well, call centers become more than a back-office function — they become a bridge between patients and the care they deserve.

Photo: oatawa, Getty Images

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