Case Studies

CASE STUDY 1 – One of the largest Healthcare Services in Qatar

Outsourcing for Back Office & Call Centre Operations

1. Scenario before outsourcing
   • In-house call centre with agents.
   • The role of the call centre was to enhance the customer experience for the hospital’s patients.
   • The main role of the call center is receiving inbound calls
   • Appointment booking
   • Appointment Scheduling
   • Customer enquiries for number of clinics under the same healthcare group.
   • Appointment cancellations
   • Outbound Calling to confirm the patient appointments three days in advance
   • Sending alert to patients one day prior to the appointment
   • Handling guests queries
   • Outbound calling-If doctors are not available or on annual leave or for any other reason. Agents call & update the guest/ rebook stating valid reason.


2. Challenges
   • Lack of in-house talent to operate call centre and back office.
   • Inadequate staffing to cater to peak time call volume.
   • Abandoned Calls tracking.
   • Delay in answering calls as the scheduled staff are not adequate to the call volume.


3. QHS Strategy
   • This healthcare group approached QHS, Qatar to handle their call centre and provide its customers with a world class customer experience.


4. Process Mapping & Redesigning
   • QHS’s transition team started collecting the hospital’s data, mapped them & redesigned the complete operations plan to cater to the needs of each caller.


5. Hiring
   • QHS employed experienced customer service agents who are bilingual for its call center and back office operations.


6. Structured Training
   • Along with providing them on sales and back office operations, a training manual was created to sensitize the new employees regarding hospital’s guidelines and needs.
   • Agents who scored over 95% in their training are the ones inducted into operations.


7. Early Operational Quick Hits
   • The new call center team’s performance and results were commendable as the feedback from internal customers like managers and decision makers were quite positive. Patients and guests appreciated the way the team handled them. For this healthcare organization - this is indeed a big leap in enhancing customer satisfaction.

CASE STUDY 2 – A leading hospital in Qatar

Outsourcing of Back Office & Call Centre Operations

Before Outsourcing

The call centre at this hospital was conceptualized & established in the year 2009 with a team of eight agents clocking in through various shifts. The objective of the call centre was to enhance the customer experience for the guests visiting this hospital. The main role of the call centre was to book appointments for guests, respond to queries/inquiries & make outbound calls to guests to confirm their appointments.

Lack of expertise in call center operations remained a road block for the hospital staff. There were issues with staffing and mo systems in place to track processes or progress of the call center.

Outcome

Guests were often misled by the inaccurate information provided by the agents and this resulted in low guest satisfaction and a rise in complaints. When the hospital did not yield any desired results from its call center operations over a time, the efficiency and existence of the call center itself became doubtful.

After Outsourcing

This is when QHS intervened & presented the plan to run their call centre with required infrastructure & experienced staff. A training manual was created for the new staff to make them aware of the requirements of the hospital along with providing them with training on telephone etiquette & customer service. The entire team went through week long training sessions on the hospital systems & administration post which the call center went live. The call center is currently staffed with 12 full-time agents taking calls in English and Arabic, 7 a.m. to 10 p.m. Monday through Sunday. The center receives around 1200+ calls a day, way up from when it opened.

Role of Call Center

• Enhance the customer experience for the guests
  • Over the phone
  • Visiting Guests


• Dealing with appointment
  • Booking
  • Cancelling
  • Rescheduling
  • Confirmation


• Answering all the queries

  Mechanisms Introduced

  • Automated Call Back System –For clinics to call back the guests for detailed information
  • Online requests – For the requests received from their website.
  • 100% call recording – For quality evaluation & training
  • Standardization – In Doctors’ guidelines and clinic processes.
  • Feedback Sessions – To ensure quality calls and proper guest care.
  • TAT –Fixed time to resolve different investigations.
  • Process re-engineering – To provide error free information to in-house and visiting guests.

  Outcome

  QHS has received many client appreciations from different clinics, doctors and other hospital staff and has supported the hospital in building a healthy relationship with the guests (visiting and in-house) along with a remarkable in guest satisfactions quotient.

  Key Highlights:

  • Daily calls answered are 1200+
  • Staffing is always 100%
  • Reduction in the abandon call % to a maximum of 3%
  • Consistency in the service level – 97%
  • Guests appreciating the call center service personally by walking down to the call center.
  • Reduction in the call transfer rate by empowering the agents with the schedules of the doctor, guidelines to book or change their appointments and providing them with the escalation matrix.

CASE STUDY 3 – A busy hospital in the heart of Qatar

Outsourcing of Back Office & Call Centre Operations

1. Scenario at the time of outsourcing:
   • In-house call centre with agents.
   • The objective of the call centre was to enhance customer experience for the customers of this hospital.
   • The Main Role of the call center is receiving inbound calls
   • Appointment bookings.
   • Schedule appointment.
   • Canceling of appointments
   • Outbound-Calling to confirm appointments three days in advance
   • Sending SMS alerts just a day before the appointment
   • Handling guest queries.
   • Outbound calling-If doctors are not available or on annual leave or on any other reason, agents call & update the guest and rebook appointments stating the valid reason.


2. Challenges
   • Lack of in-house talent to operate call centre and back office.
   • Inadequate staffing to cater to peak time call volume.
   • Abandoned Calls tracking.
   • Delay in answering calls as the scheduled staff are not adequate to the call volume.


3. QHS Strategy
   • The hospital approached QHS Qatar to handle their call centre operations and provide its patients and guest with a world class customer service experience.


4. Process Mapping & Redesigning
   • QHS’s transition team started collecting data from the hospital, mapped them & redesigned the complete operational plan to cater to the needs of each caller.


5. Hiring
   • QHS employed experienced customer service agents who are bilingual for its call center and back office operations.


6. Structured Training
   • Along with providing them on sales and back office operations, a training manual was created to sensitize the new employees regarding hospital’s guidelines and needs.
   • Agents who scored over 95% in their training are the ones inducted into operations.


7. Early Operational Quick Hits
   • The new call center team’s performance and results were commendable as the feedback from internal customers like managers and decision makers were quite positive. Patients and guests appreciated the way the team handled them. For this hospital - this is indeed a big leap in enhancing customer satisfaction.