Customer service plays an important role in every industry—especially healthcare. In this field, excellent customer service is the standard organizations should strive for to ensure patients feel valued and cared for. You might have the most knowledgeable and skilled providers, but if they aren’t giving patients a positive experience, they won’t be recognized for giving quality care.
Healthcare consumers don’t just want treatment; they want care. Every single healthcare worker who engages with them is a customer service representative, and every touchpoint is an opportunity to impact the patient/customer experience.
A superior customer experience means a happier patient. A happier patient is more likely to return for services—and refer family and friends. Focusing on customer service isn’t just good for patients; it’s good for your bottom line.
Delivering excellent customer service and striving for a superior experience are key strategies to increase customer satisfaction in healthcare.
Take a patient-centered approach
Focus on long-term patient relationships, not one-off transactions. Especially in healthcare, customers are more than transactions—they’re people, often in a vulnerable position.
The Institute of Medicine defines patient-centered care as “providing care that is respectful of, and responsive to, individual patient preferences, needs and values, and ensuring that patient values guide all clinical decisions.”
That means everyone—from front desk staff to physicians—has a role to play. Ask questions. Listen. Respect the answers. Trust the patient when they share their experience. Clear and personalized treatment plans, communicated effectively, help build trust and improve outcomes.
When every team member is committed to serving the patient—not just treating a diagnosis—the quality of care improves.
Streamline processes
Healthcare customers are often frustrated by confusing paperwork and complex systems. According to the Kaiser Family Foundation, over half of members found it too complicated to complete an insurance application on their own, and 62% didn’t understand coverage options.
Simplifying processes reduces these barriers and improves satisfaction. It can also improve efficiency. For example, if a patient repeats their symptoms to multiple staff members, frustration rises and so does time spent.
Technology plays a key role here:
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Text and email can provide reminders, directions, and follow-ups.
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AI-powered chatbots can help with scheduling, policy updates, and common questions.
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Guided CX/visual engagement lets reps see what the patient sees and support them more effectively.
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Registration kiosks speed up check-in.
With the right tech stack and simplified workflows, you can improve care and the customer experience at every step.
Establish and maintain trust through patient feedback
Healthcare systems are often overwhelming. Trust between patient and provider is essential for a positive experience, better outcomes, and lasting relationships.
In one focus group, nearly 80% of patients said they wouldn’t return to a provider after a breach of trust. (Source: Deloitte Insights)
So how do you build or rebuild trust? One word: empathy.
If you want the patient to trust you, you have to trust the patient. They want to feel heard, seen, and understood. Demonstrating expertise helps too, but without empathy, the relationship falls short.
Offer transparency
Being transparent builds trust. Be clear about:
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How personal and medical data are used and stored
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What financial responsibilities look like, including payment options
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What treatment options are available
Patient portals and EHRs are central to transparency, giving patients secure, 24/7 access to their health data. But tech is only part of the equation—it takes people using it well to improve the overall experience.
Consider the end-to-end healthcare customer experience
The experience doesn’t start at check-in or end at discharge. It begins with the first Google search and includes everything from scheduling and billing to follow-up care.
Customer service should be present at every stage to make patients feel safe, supported, and respected. That includes:
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Appointment scheduling
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In-person interactions
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Communication between teams
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Billing and insurance coordination
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Follow-ups and ongoing care
Every touchpoint shapes their perception of care.
Cater to diversity
Patient-centered care requires cultural competency. Understanding a patient’s history, values, and background helps tailor care.
To better serve diverse populations:
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Provide ongoing education to address implicit biases
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Diversify your workforce to reflect your patient base
A Penn Medicine study found patients were more likely to rate care highly when their provider shared their racial or ethnic background. Representation matters—and so does eliminating bias.
Implement an omnichannel support desk
Today’s patients expect seamless communication. Whether by phone, portal, or text, they expect consistency and don’t want to repeat themselves.
An omnichannel support desk consolidates patient conversations across channels. This ensures your team has a complete view of the patient journey, reduces wait times, and delivers more responsive care.
Measure and monitor customer experience
To deliver exceptional care, you need to measure it.
Use tools like:
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Patient satisfaction surveys
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Net promoter scores
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Retention rates
These metrics give you insight into what’s working, what isn’t, and where to improve. Data allows you to track trends, identify issues early, and make decisions that improve outcomes.
Invest in staff training for exceptional service
Exceptional service starts with exceptional people—and ongoing training.
Staff training should cover both technical and interpersonal skills:
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Clear communication
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Empathy and active listening
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Conflict resolution
Training boosts morale, reduces turnover, and improves every patient interaction. When teams are confident and capable, patients feel more cared for—and stay loyal.
Prioritize data security and privacy
Healthcare providers handle vast amounts of sensitive data. Safeguarding that data is not optional.
Implement:
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Strong encryption and access controls
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HIPAA-compliant policies and practices
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Patient education about data rights
Secure portals and EHRs protect patient information while improving access and accuracy. Prioritizing security builds trust and protects your organization’s reputation.
Gather and act on patient feedback
Feedback loops aren’t optional—they’re essential.
Collect feedback through:
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Surveys
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Online reviews
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Focus groups
Then act on it. Address concerns, make improvements, and show patients that their input drives change. This strengthens trust, improves engagement, and leads to better outcomes.
