Putting Predictive Analytics to The Test: Healthcare.gov Reinforces the Need for Omni-Channel Customer Service

Recent press coverage of the defects in healthcare.gov have left us wondering whether we are ready to handle other channels of interactions required to support this online marketplace.  Did the designers of healthcare.gov work with the designers of the associated customer service call centers and healthplans to ensure a seamless customer experience?  Or are the entities siloed and as a result every interaction will start with the repetitive data collection that plagues our healthcare delivery model as well?

There has never been a greater need for omni-channel customer service that leverages predictive and adaptive analytics to create meaningful, intent-driven interactions  in health care.  The drive for efficient administration in private health insurance seems to have been separated from the work to get a public marketplace functioning on time.  Best practices in the industry seem to have been ignored.  When customers abandon the web site and call in for service, will the very best technology be deployed to provide a customer experience that supports the intimate and private health needs of each consumer? 

Retail contact centers for leading brands around the world leverage omni-channel capabilities to create seamless experience for an interaction.  Using predictive and adaptive analytics, these contact centers have created personalized, intent-driven experiences.  Customers and vendors are both able to create a climate of high-value interaction, not data-driven transactions.  Customers have control over the interaction and reach out for the support they need.

For an example of operational excellence and rapid time to value for retail health insurance, we need look no further than the Medicare Part D enrollment period.  Some organizations  were able to build, test, and deploy a complete Part D retail experience in 74 days.  They were able to enroll more than a million members in mere months.  The entire project took less time than it will take to fix healthcare.gov.  Shouldn’t this have been the model for healthcare.gov rather than starting from scratch?