7 ways to improve customer service at your medical practice

Medical office staff tend to wear a lot of hats from one day to the next (sometimes even from one hour to the next). On any given day, doctors and nurses have to morph themselves into accountants, insurance liaisons, social media whizzes, and IT staff. Understandably, that could leave everyone feeling spread a little thin from time to time. Still, staff shouldn’t ever forget their critical role as customer service representatives.  

Medical practices largely focus on the doctor-patient relationship, but at a fundamental level, you and your staff are providing a service. Believe it or not, patients still expect to be treated like customers — and a disconnect between the two may ultimately cost you some names on your patient roster. 

At the end of the day, patient satisfaction extends beyond clinical outcomes. It encompasses every interaction patients have with your staff, from the moment they call to schedule an appointment to their post-visit follow-up. Ahead, we’ll explore practical ways to elevate your patients’ customer service experience to ensure they feel valued and supported throughout their healthcare journey.

If you examine how interactions work with your office, you’ll find that patients begin and end their visits with the front desk staff. Your “front-of-house” employees are the first people patients speak to when they call and the first faces patients see when they walk in for an office visit. 

So, first and foremost, it’s important to ensure that your front desk staff makes a good impression. Not only should they be able to handle phone interactions and front desk processes quickly and efficiently, but they should also bear the brunt of establishing relationships and building rapport with patients. 

Unfortunately, though, most practices make the mistake of assuming that the nuances of customer service are intuitive or common sense — they are not. Customer service failures are the leading reason why patients choose to end their relationships with their providers. 

In fact, a 2016 study published in the Journal of Medical Practice Management revealed that 96% of medical office complaints were a result of poor customer service, and only 4% were directly due to patient care.  

According to our 2024 Patient Perspective Survey, 31% of respondents said they had left their healthcare provider because of a poor experience with the office staff. This comes in second only to poor experiences with the healthcare providers themselves (47%). Moreover, while an “excellent experience with the provider” is the number one reason patients return (61%), an “excellent experience with the office staff” comes in third. 

The takeaway? Service matters and customer service training for medical practices will likely pay dividends in the way of happier patients. 

While most medical practices still conduct a large part of outside interactions with patients by phone, it would seem that patients are increasingly jumping on the digital train. Instead of phone calls, many prefer online scheduling, registration, and reminders via text message. 

Our 2024 Patient Perspective Survey revealed that as much as 68% of respondents indicated their desire for a patient portal, while 92% said they were willing to fill out forms digitally. 

Moreover, the same survey shows the top digital tools on patient wish lists are:  

All of this to say an easy way to improve customer service for your patients is to boost your online presence and give them the digital tools they want. 

A big part of customer service is meeting your patients where they’re at, literally and figuratively. 

So, beyond streamlining appointment setting, reminders, and registrations, consider offering telehealth appointments for patients who need or want them. 

Incidentally, telehealth can be a win-win. It’s a customer service that allows patients to receive care from the comfort of their homes — improving accessibility — but it can also go a long way toward reducing your no-show rates. 

Create high-quality video visits, group appointments, dedicated provider URLs, virtual waiting rooms, and custom patient communications with Tebra’s HIPAA- and HITRUST-certified telehealth solution.

Billing issues and a lack of understanding can be a major source of frustration for patients. So, as a service to your patients, be sure to clearly communicate billing procedures, offer transparent pricing, and provide support for any billing inquiries they may have. 

Additionally, consider ways to improve billing statements and the process so that they are easily understandable. This will reduce the likelihood of misunderstandings.

Long wait times are a thorn in the side of many patients, so it’s in your best interest not to make it a habit. When the odd appointment runs long, or some other curve ball comes your way, transparency is best. You and your staff should communicate the hiccup as quickly as possible, apologize honestly, and reschedule if need be. At the very least, ask the patient if they would prefer to wait or reschedule at their earliest convenience. 

Above all else, communication is key. The more patients are kept informed and updated about their wait, the more likely they will be to stay calm.

If you can make waiting more pleasant, patients may be less likely to lodge complaints or fly off the handle. Beyond keeping these spaces clean, comfortable, and organized, consider adding a few thoughtful extras like updated reading materials, Wi-Fi, and light refreshments (like water, tea, or coffee) to enhance their experience. 

On the whole, patients tend to have little patience for waiting — whether it’s in your office waiting area or by the phone for a callback. So, if you or a member of your staff promises to get back to a patient, be sure to do so.

Even if you don’t have an answer, at least call to let them know you haven’t forgotten about them and are still working on it. Believe it or not, a 30-second phone call can make your patient feel valued and important. 

If you’re not there already, the first key to improving customer service is taking a patient-centric approach. By investing in customer service training for your medical practice, you can create an environment where patients feel valued and supported. 

Combine exceptional care with an exceptional patient experience: Request a demo of Tebra’s complete operating system today.