In the behavioral healthcare industry, the admissions process is critical in shaping a potential client’s journey toward recovery. The first interaction a prospective client or their family has with an admissions center often sets the tone for trust, engagement, and eventual conversion. One of the most effective ways to optimize this process is by implementing skills-based call routing. This approach aligns the strengths and expertise of admissions coordinators with the specific needs of callers, enhancing the overall experience and increasing the likelihood of lead conversion.
Understanding Skills-Based Call Routing
Skills-based call routing is a contact center strategy that directs incoming calls to the most appropriate team member based on predefined criteria. In the context of behavioral healthcare admissions, these criteria may include expertise in handling specific types of inquiries, fluency in certain languages, familiarity with insurance plans, or the ability to manage high-stress situations.
Traditional call routing systems often follow a linear or random pattern, where calls are distributed evenly or directed to the next available agent regardless of their specific qualifications. Skills-based routing, by contrast, ensures that each call is handled by the coordinator best equipped to meet the caller’s needs. In behavioral healthcare, this approach is particularly impactful because it allows admissions teams to address sensitive and complex inquiries with greater precision and empathy.
Platforms for Skills-Based Call Routing
Several platforms are designed to support skills-based call routing, offering varying levels of customization and integration capabilities. Below are some of the most effective options for behavioral healthcare admissions centers:
1. Five9
Five9 is a cloud-based contact center platform that offers robust skills-based routing capabilities. It uses AI-driven algorithms to assess caller needs and match them with the most suitable admissions coordinator. With its analytics tools, Five9 allows admissions managers to track performance metrics and adjust routing strategies accordingly.
2. Talkdesk
Talkdesk provides an intuitive interface for setting up skills-based routing rules. Admissions managers can define skill sets for each coordinator and prioritize call distribution based on those parameters. The platform also integrates seamlessly with CRM systems, ensuring that caller data is accessible in real-time.
3. Genesys Cloud CX
Genesys is a comprehensive customer experience platform that supports advanced routing options, including skills-based routing. Its AI-powered analytics offer insights into call patterns and coordinator performance, helping admissions teams refine their processes.
4. RingCentral Contact Center
RingCentral combines cloud-based telephony with skills-based routing, enabling admissions teams to manage calls efficiently. Its reporting features provide detailed data on call handling times, conversion rates, and other key performance indicators (KPIs).
5. NICE inContact CXone
NICE inContact CXone is a popular platform for behavioral healthcare admissions centers, offering scalable skills-based routing solutions. Its robust analytics suite helps organizations optimize routing strategies and improve client experiences.
6. Call Tracking Metrics
Route activities to multiple agents in queues. For example, skills can be assigned to agents based on language, region, or area of expertise. This skill-based routing strategy can help increase first-call resolution, improve customer satisfaction, and streamline agent training.
Measuring Admissions Coordinator Performance
To ensure the success of skills-based call routing, it’s essential to measure the performance of admissions coordinators. This involves tracking key metrics that reflect their ability to handle calls effectively and contribute to lead conversion. Below are some of the most critical performance indicators:
1. Call Answering Speed
This metric measures the time it takes for a coordinator to answer incoming calls. Faster response times indicate efficiency and a high level of preparedness, which are crucial in a competitive admissions environment.
2. First-Call Resolution Rate
First-call resolution refers to the percentage of inquiries resolved during the initial call. A high first-call resolution rate indicates that coordinators are well-trained and equipped to address caller needs without requiring follow-up interactions.
3. Call Conversion Rate
The call conversion rate measures the percentage of calls that result in scheduled admissions or appointments. This metric is perhaps the most direct indicator of an admissions coordinator’s effectiveness.
4. Average Call Handling Time
While shorter call times can indicate efficiency, it’s important to balance this metric with quality. Coordinators should spend enough time with callers to build rapport and address their concerns thoroughly.
5. Caller Satisfaction Scores
Many contact center platforms include post-call surveys to gauge caller satisfaction. These scores provide valuable insights into how well coordinators are meeting caller expectations.
6. Call Abandonment Rate
The call abandonment rate measures the percentage of calls disconnected by the caller before speaking to a coordinator. A low abandonment rate indicates that the admissions center is effectively managing call volume and wait times.
How Skills-Based Routing Affects Lead Conversion
Skills-based call routing has a profound impact on lead conversion rates in behavioral healthcare admissions centers. By connecting callers with the most suitable coordinator, it enhances the overall client experience and increases the likelihood of turning inquiries into admissions. Here’s how:
1. Personalized Caller Experiences
Skills-based routing ensures that callers are matched with coordinators who have the expertise to address their specific needs. This personalized approach builds trust and confidence, making callers more likely to proceed with the admissions process.
2. Faster Resolution of Inquiries
By routing calls to the most qualified coordinator, skills-based systems minimize the need for transfers or escalations. This reduces call handling times and increases the likelihood of first-call resolutions, both of which contribute to higher conversion rates.
3. Improved Caller Retention
Callers are more likely to remain engaged when their concerns are addressed promptly and effectively. Skills-based routing reduces frustration and enhances satisfaction, increasing the chances of retaining potential clients.
4. Enhanced Coordinator Morale
When coordinators are assigned calls that align with their strengths and expertise, they are more likely to feel confident and satisfied in their roles. This positive morale can translate into better performance and higher conversion rates.
5. Better Data for Continuous Improvement
Skills-based routing platforms provide detailed analytics on call patterns, coordinator performance, and conversion rates. This data allows admissions managers to identify trends, address bottlenecks, and refine their strategies over time.
Empowering Coordinators Through Skills Development
While skills-based routing is a powerful tool, its success ultimately depends on the capabilities of the admissions team. Coordinators must be equipped with the knowledge, training, and support needed to excel in their roles. Key areas for skills development include:
- Active Listening: Coordinators should be trained to listen attentively to callers and respond empathetically to their concerns.
- Crisis Management: Behavioral healthcare inquiries often involve high-stress situations. Coordinators must be prepared to handle these calls with sensitivity and professionalism.
- Insurance Navigation: Familiarity with insurance plans and payment options is essential for addressing caller questions and overcoming financial barriers.
- Sales Techniques: Admissions coordinators should understand the fundamentals of sales, including how to build rapport, address objections, and close the conversation with a commitment.
- Cultural Competency: Coordinators should be trained to communicate effectively with individuals from diverse backgrounds, ensuring that all callers feel respected and understood.
The Role of Technology in Skills-Based Routing
Technology is the backbone of skills-based call routing. Modern contact center platforms use artificial intelligence and machine learning to analyze caller data and make routing decisions in real time. These technologies enable admissions centers to adapt quickly to changing conditions, such as surges in call volume or shifts in client demographics. In addition to routing calls, technology plays a crucial role in monitoring and improving performance. Advanced analytics tools provide insights into call handling times, satisfaction scores, and conversion rates, helping organizations identify areas for improvement.
The Future of Admissions in Behavioral Healthcare
Skills-based call routing represents a significant advancement in behavioral healthcare admissions. By aligning coordinator expertise with caller needs, it enhances efficiency, improves client experiences, and drives higher lead conversion rates. For behavioral healthcare organizations looking to stay competitive in a rapidly evolving industry, implementing skills-based routing is no longer optional—it’s essential. With the right platforms, performance measurement strategies, and training programs, admissions centers can unlock the full potential of this approach and set the stage for long-term success. Growth Sherpa specializes in optimizing admissions processes for behavioral healthcare providers. Contact us today to learn how we can help you implement skills-based call routing and achieve your patient acquisition goals.
