Contact Center Solutions Featured Article

Three Organizations Come Together for Online Voice-of-Customer Services

May 26, 2011

ForeSee Results and CareTech Solutions today announced they are partnering to support Oakwood Healthcare System (OHS) with customer-satisfaction-driven web technology allowing users to capture and integrate customer feedback into their online presence.

CareTech Solutions is an information technology and Web products and services provider for more than 180 hospitals nationwide, and has been working with OHS since 2006.  

OHS is a regional health care network and delivery system in southeastern Michigan. In 2005 OHS was named one of the nation’s top 100 integrated healthcare networks for the second year in a row, placing 66th.

ForeSee Results is a scientific customer-satisfaction management firm. ForeSee and CareTech formed a partnership in 2010 with the goal of helping hospitals nationwide make technology investments and decisions that are informed by voice-of-customer (VOC) data and analysis.

VOC is a term used in business and information technology to describe the in-depth process of capturing a customer's expectations, preferences and aversions. Specifically, the Voice of the Customer is a market research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives.

“ForeSee's methodology generates the customer intelligence we need to ensure our website reflects the needs of the market. As our Web partner, CareTech is then able to implement the recommendations in a meaningful and effective manner.  It's a hugely valuable collaboration for us as the client,” said Dave Stanis, director of Digital Communications at Oakwood Healthcare System.

Ways to measure customer satisfaction include relationship tracking, interaction monitoring (every customer interaction - from an online transaction to a call into the call center – is important and must be monitored); continuous listening, including monitoring calls in the call center; reading blogs and inbound emails, and visiting retail outlets, and project immersion (letting employees periodically spend a significant amount of time interacting directly with customers or working alongside frontline employees), according to Bruce Temkin, a principal analyst at Forrester.

ForeSee Results captures and analyzes voice-of-customer data to help both private-sector and public-sector organizations increase loyalty, recommendations and marketing value. Using the methodology of the American Customer Satisfaction Index, ForeSee Results identifies improvements across all channels and touch points that drive satisfaction.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO West 2011, taking place Sept. 13-15, 2011, in Austin, Texas. ITEXPO offers an educational program to help corporate decision makers select the right IP-based voice, video, fax and unified communications solutions to improve their operations. It's also where service providers learn how to profitably roll out the services their subscribers are clamoring for – and where resellers can learn about new growth opportunities. To register, click here.

Deborah DiSesa Hirsch is an award-winning health and technology writer who has worked for newspapers, magazines and IBM in her 20-year career. To read more of her articles, please visit her columnist page.

Edited by Jennifer Russell