As dental groups scale and add more practices, it often makes sense to create a centralized call center. Hiring a group of highly-trained customer service representatives to book new appointments, confirm existing appointments, and answer patient questions can free up the staff in your dental practices. That gives the on-site team more time to spend with patients.
There are some key questions to ask before you develop a dental call center, including:
What do you want the DSO call center operators to do?
This question is trickier than many people realize. A few of the options include:
Answer all inbound calls or just calls from new patients?
Call back people who leave voicemails for the dental office(s)?
Respond to online appointment requests?
Staff the online chat feature on your office website(s)?
Conduct appointment confirmation calls?
Make reactivation calls to patients with treatment plans but no future appointments?
Document the results of each conversation, including whether the call was booked?
What information will the call center operators need?
When a call comes into a specific dental practice, the receptionist usually answers by saying, “Thank you for calling (Practice Name). How may I help you?”
When a call comes into a DSO call center, the operator needs to know which dental practice the patient thinks he or she is calling. Otherwise, the operator won’t know which office name to use in the greeting.
Call center operators typically need to have several computer screens in front of them to display:
The information the patient knows
Dental practice name he / she called
The phone number the caller dialed and the associated ad or marketing source, such as the office’s website, Google Ad, newspaper ad, postcard, billboard, etc.
Any promotional offers associated with that ad/source
Caller ID with the caller's phone number and name
The dental practice information
The dental practice’s contact information
Hours of operation
Dentists’ names and services
Time allotted for new patient exam, hygiene visit, and other services the operators will schedule, which can be customized for each provider as needed
The scheduling system
The DSO call center operators will need the same access as in-office receptionists so they can enter in the caller’s contact information and insurance information, and schedule appointments in the correct column for the appropriate amount of time for each provider.
Remember, that first call is incredibly important - call center or not. See what Christina Villarreal, a Patient Experience Manager, says about the first call:
Which SOPs do you need to create?
As you’re designing your call center SOPs, it’s helpful to think of it from the caller’s point of view. Here are some guidelines for getting started:
Establish a simple phone tree and determine where each type of call should be routed
A very basic script may include: “Thank you for calling (Practice Name). Para continuar en español, por favor, oprime nueve. If you are a current patient, please press 1. If you are a new patient, please press 2. For all other calls, please press 3.”
If your protocol is to have the call center operators only handle new patient inquiries, then callers who select two will be routed to the call center, and callers who select one or three will be routed to the dental practice.
It’s important to remember to record the information in Spanish if that’s needed, and to direct those callers to Spanish-speaking team members. Next, you'll want to create scripts for new patients calling in for the first time.
Establish new patient phone call scripts
If all of your calls are being routed through a call center, it's important for operators to quickly understand whether they are interacting with a new or existing patient.
For new patients, a lot of information will have to be gathered for the first time, so it's important that your call center have questions scripted out. For example, a few questions you might want to ask include:
How did you hear about our office?
When was the last time you saw a dentist?
Are you currently having any problems we should be aware of?
Establish protocols for calls not answered by the third ring
Some dental groups have calls that are not answered by the call center redirect to the dental practice receptionist. Others have a voicemail box established. The voicemail option works best when there is only one brand involved.
If the call center operators are returning voicemail messages, then it’s important to establish protocols to capture the information for each callback attempt and ensure the correct number of attempts are made before changing the caller status from potential patient to lost patient.
Develop SOPs for every function of the call center
There should be Standard Operating Procedures in place for every function the call center operator manages, including responding to online appointment requests, handling appointment requests via chat message, making appointment confirmations, etc. This will reduce mistakes and improve the patient experience.
Create a Stellar Hiring & Training Program
One of the keys to success is developing a “repeatable playbook” for success. Every single call center operator needs to know and follow the same protocols. Here are a few ideas as you’re getting set up:
Hire happy people who are genuinely compassionate and enjoy helping others.
If possible, have them shadow a dental receptionist in a dental practice for at least two days to understand how a dental practice works – and how their role as a call center operator is vital to the success of the practice.
Have the new hire shadow a call center operator for at least three to five days.
Ideally, have a test workstation where the new hire can listen to real calls being answered by an experienced call center operator, and the new hire can enter data into a test site. Then, the new hire and a trainer can compare the new hire’s information to the actual data that was entered by the experienced operator and address any discrepancies.
Establish metrics for success: how many calls should be answered per hour by each operator? How many calls should be converted to new patient appointments?
Develop an ongoing training and coaching program, so the call center operators have the tools they need to improve.
To find out how Patient Prism could help your company track key performance indicators (KPIs) and improve the skills of dental call center teams, schedule a demo today.
Amol Nirgudkar, Co-Founder and CEO of Patient Prism, LLC
Amol helps dentists grow their practices and reach their goals. He is in an unusual position to offer practical insights. As a certified public accountant, business consultant, author, entrepreneur, and former owner of several dental practices, he has 20 years of experience working with dental practices, both large and small.
Amol has also written several articles and e-books and published a paperback book called Profitable Niches in General Dentistry (2014).
In his spare time, Amol also runs a quantitative hedge fund and travels the country with his 13-year-old piano prodigy daughter to piano competitions.
Patient Prism is a call-tracking and call-coaching platform designed exclusively for dental practices to improve call conversion and increase dental office revenue. Through a combination of artificial intelligence and experienced call coaches, we have analyzed more than 4 million phone calls, identified best practices, and made an immediate difference in dental practice revenues.