The consumer revolution arrives. Using smart customer service to attract, educate & retain satisfied members & lower...

Across the country, managed care organizations pursue ways to enhance customer service and maintain member satisfaction, without breaking the bank by authorizing unnecessary services. One method gaining popularity is reducing customer demand for inappropriate services through education. Approaches include welcome-to-the-plan calls, member education, automated and in-person answer lines, and 24-hour telephone coverage. Several firms have recognized the need for such services, and offer them to HMOs on an outsourcing basis, with generally positive results.