3 Ways to Reduce Member Support Calls for a Medical Association

The handling of member support calls is a key determinant of the quality of your members’ customer experience, and an integral part of your CME platform’s ease-of-use. An unpleasant customer service interaction will impact a customer’s view of your CME programming, and ultimately your association.

In fact, according to a recent Forrester Research report, your members actually don’t want to call your helpline—it’s something that they strenuously avoid. Consumers overwhelmingly prefer to find answers on their own, preferably on the same page that they’re having trouble with. A call or an email is an extra step that research shows consumers simply don’t want to take. They shouldn’t have to Google or scour a user forum for solutions, either. If they do, many experts say, you’ve already begun to lose their trust in your commitment to meeting their needs. The most important element of a member’s support request, however, isn’t a short average hold time (AHT) or even how rapidly answers are found—it’s the reason why they’re calling in the first place.

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