Consumers buy us: What retail can teach healthcare about customer experiences
In every industry, consumers expect seamless, connected experiences. They want to be known, remembered and rewarded across every touchpoint — whether they’re buying groceries or managing their health. Retailers have perfected this art, using omnichannel loyalty strategies to turn occasional shoppers into lifelong advocates.
Healthcare, by contrast, is still catching up. Despite dramatic advances in digital health, many patient journeys remain fragmented — split across portals, apps, call centers and in-person visits that rarely connect. The result: missed opportunities to build trust, improve satisfaction and strengthen loyalty.
As healthcare organizations navigate tighter margins and higher expectations, there’s growing opportunity to borrow lessons from retail. With Conduent’s deep experience in both sectors, we help clients translate proven omnichannel engagement models into healthcare environments — driving measurable ROI, stronger relationships and better outcomes.
Why omnichannel connections matters in healthcare
Loyalty in healthcare looks different than loyalty in retail because the stakes are higher. For health systems, payers and benefits administrators, retaining members or patients isn’t just about preference — it’s about continuity of care, improved outcomes and reduced cost-to-serve.
This makes loyalty in healthcare more fragile. Disconnected systems and siloed communication channels can make it difficult to deliver consistent, personalized experiences. Patients may schedule appointments through one system, receive billing notices from another and navigate disjointed customer service lines when they need support. Each fragmented interaction risks frustration and attrition.
Omnichannel strategies, long proven in retail, can change that. By unifying digital and human touchpoints, healthcare organizations can create experiences that are consistent, connected and centered on individual needs. Imagine a world where a member can schedule a visit, check benefits, receive follow-up care reminders and chat with a support agent — all in one integrated, privacy-compliant ecosystem.
That’s the power of omnichannel connectivity in healthcare: a seamless flow between engagement, service and support that builds trust and long-term loyalty.
Lessons from retail loyalty models
Retailers have invested decades perfecting the balance between convenience, personalization and trust. Their playbook offers several key lessons that healthcare can adapt:
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Seamless digital-to-physical experiences
Retail brands excel at bridging the gap between online and in-store interactions. Customers can browse on an app, order online and pick up in person — all without losing context. Healthcare can follow suit by ensuring patient information, preferences and histories travel with them across digital and in-person encounters. -
Personalization through data
In retail, loyalty programs and predictive analytics power tailored recommendations that increase satisfaction and retention. Similarly, healthcare organizations can leverage patient data — responsibly and within compliance boundaries — to personalize care plans, outreach and education. From appointment reminders to wellness coaching, personalization drives engagement. -
Real-time, consistent service
Retailers use AI chatbots, proactive notifications and analytics to resolve issues quickly and maintain consistency. For healthcare, that means empowering call centers, digital portals and care coordinators with shared insights — ensuring patients receive accurate, empathetic support every time.
Retail’s omnichannel success hinges on integration and insight. For healthcare, the same foundations can yield deeper engagement, stronger relationships and healthier populations.
Applying omnichannel principles to healthcare
Building an omnichannel healthcare experience isn’t about replicating retail tactics — it’s about translating them thoughtfully into a regulated, high-stakes environment. Success depends on four pillars: integration, personalization, continuity and measurement.
Integration: Connect every touchpoint
Many healthcare interactions live in silos — EHRs, patient portals, billing systems and contact centers. By integrating these systems, organizations can present a single, unified experience. For example, a patient who receives a lab result online can immediately schedule a follow-up through the same portal, while the care team sees the full context in real time.
Conduent helps healthcare clients achieve this by connecting front-, middle- and back-office functions through digital workflow automation and intelligent CX platforms.
Personalization: Tailor every interaction
Patients, like consumers, want to feel understood. Personalized engagement can transform satisfaction and adherence. Using AI and advanced analytics, healthcare organizations can segment audiences, tailor outreach and deliver educational content that aligns with each patient’s condition, language or life stage.
With Conduent’s digital engagement solutions, healthcare organizations can deliver messages that resonate — from preventive care nudges to post-discharge support.
Continuity: Bridge digital and human interactions
In healthcare, empathy matters as much as efficiency. Omnichannel means maintaining continuity between self-service tools and live support — so when a patient moves from a chatbot to a live agent, they don’t need to repeat their story.
Our Customer Experience Management solutions combine AI-powered self-service with human expertise, ensuring seamless transitions that preserve context and compassion.
Measurement: Track loyalty and ROI
In retail, loyalty isn’t a feeling — it’s a metric. Healthcare can apply similar rigor by measuring engagement (portal logins, app usage), retention (return visits, adherence rates) and satisfaction (CSAT, NPS). These insights close the loop, revealing where digital investments drive the most value.
Measuring the ROI of omnichannel loyalty
The benefits of omnichannel engagement go far beyond patient satisfaction scores. Organizations that unify their digital and human touchpoints often see measurable financial and operational gains.
- Reduced churn and higher retention: Consistent engagement fosters trust and continuity, reducing the likelihood of members switching plans or patients seeking care elsewhere.
- Lower cost-to-serve: Self-service portals, AI chatbots and automated workflows minimize call volumes and administrative overhead — allowing staff to focus on higher-value interactions.
- Increased lifetime value: Satisfied patients are more likely to participate in preventive programs, renew memberships and recommend providers to others — creating a virtuous cycle of loyalty and advocacy.
Ultimately, omnichannel isn’t just a digital transformation strategy — it’s a financial one. By improving experience and efficiency simultaneously, healthcare organizations can unlock ROI that’s both human and measurable.
Healthcare’s next loyalty frontier
Healthcare stands on the brink of an omnichannel revolution. The same principles that transformed retail — seamless connectivity, personalization and trust — can redefine how patients and members experience care.
But realizing that vision requires more than technology. It demands expertise in integrating complex ecosystems, navigating compliance and designing for empathy and scale — exactly where Conduent excels.
With decades of cross-industry experience, we bring together digital innovation and human understanding to help healthcare organizations build loyalty that lasts — one connected experience at a time. Learn more by visiting our Healthcare Solutions page.
FAQs:
What are the 5 levels of patient engagement?
According to the Patient Engagement Framework, the levels are: Inform Me, Engage Me, Empower Me, Partner With Me and Support My E-Community.
How can healthcare organizations promote patient engagement?
Through a combination of personalization, accessible technology, proactive communication and continuous feedback loops — ensuring patients feel informed and valued at every step.
What defines customer experience in healthcare?
It’s the sum of all patient interactions — from scheduling to billing to follow-up care — shaped by convenience, empathy and trust. A great healthcare CX integrates digital convenience with human compassion.