Revenue Center vs. Call Center: Can You Grow?
Call Centers, by definition, don’t grow
At Envera Health, we write a lot about the differences between call centers and revenue centers and how we can help systems and groups transition their call centers into revenue centers with our help. Often we find that many systems and groups have already purchased an integrated CRM that smoothly combines telephony and call center software, with a staffing model that responds to natural changes in call volume with maximum efficiency, and agents that demonstrate profound empathy and leave patients satisfied after connecting them to the care they need, when and where they need it. These systems and groups have successfully navigated the murky waters and are running a call center instead of a cost center. Still, there is a long way to go before they have a true, dedicated revenue center.
But what about growth?
Revenue centers are able to use proactive revenue capture, consistency of productivity to revenue generation, and ROI as the core of the revenue center’s DNA.
- Proactive revenue capture means: capitalizing on proactive work such as answering marketing calls to action, managing outreach campaigns, or even something as simple as putting one phone number on your website.
- Consistency of productivity to revenue generation is the percentage of booked appointments from total calls. It’s important to know through analytics the total percentage of the work a call center does and there should be a consistent return in appointment generation.
- A revenue center is structurally organized around growth as an expectation. It’s in revenue center’s DNA to ensure all cancellations are rebooked, all calls are answered, all patient needs are met as much as possible on one call. This is known as “one-touch resolution”.
We believe that building your own internal call center must focus on the transition from cost center to revenue center. A revenue center optimizes people, processes, and technologies by managing an efficient labor pool enabled by technology and enhanced by advanced use of data and analytics. A revenue center interacts with more patients more efficiently resulting in a higher appointment conversion rate with an overall greater patient experience through seamless experience. This model turns the passive, purely reactive and inbound call center inside out into an active, growth-oriented revenue center meeting the needs of patients who are shopping for their healthcare as savvy consumers.
Want to grow or need help managing the next wave of crises that will disrupt the healthcare space? Let’s talk.