Elevating Healthcare CX Through Smarter Digital Interactions: Challenges and What to Do About Them
By John Zimmerer, VP of Healthcare Marketing at Smart Communications
Healthcare customers today expect faster, more seamless digital experiences. However, many providers and payers are still relying on outdated and disconnected systems that hinder communication, reduce efficiency, and ultimately impact the quality of care.
In an era where patients are increasingly accustomed to digital convenience in other sectors, healthcare must evolve in order to remain competitive and improve patient outcomes. Data from our recent 2025 Healthcare Benchmark report suggests one way to accomplish this is by modernizing how they engage and communicate. This includes:
- automating critical processes,
- integrating more efficient systems,
- and ensuring clear, consistent communication at every step of the patient journey.
One of the most significant shifts underway is the adoption of artificial intelligence (AI) in healthcare. As AI becomes more prevalent, building trust through transparency and ethical use of data is more important than ever. Patients want to know how their information is being used and how AI-driven tools are impacting their care. Organizations that lead with clarity and integrity will be best positioned to earn long-term trust.
In this article, we’ll expand on the data that informed these insights as we dive into findings from the 2025 Healthcare Benchmark Report: Customer Experience and Communications in Healthcare.
1. Challenge: Customers Want More—and Better—Digital Choices
What’s happening:
Patients expect easy, consistent digital experiences. But too often, healthcare organizations fall short.
- Only 54% are satisfied with their omnichannel experiences
- 71% prefer digital self-service over calling or visiting in person
- Highest among: Singapore (78%), Millennials (77%)
- Channel preferences vary by region:
- Email most preferred in: New Zealand (73%), UK (63%), Australia (61%)
- Encrypted Messaging highest in: Singapore (18%), German-speaking (16%)
- SMS favored in: German-speaking (29%), Australia (19%), USA (15%)
- Web Portal/App leads in: USA (20%), German-speaking (20%)
- Print/Mail most common in: USA (13%), UK (10%), German-speaking (8%)
- 60% trust companies more when experiences are consistent across channels
- Especially true in German-speaking countries (76%), Gen Z (73%)
What to do:
- Focus on continuous process improvement to elevate the quality of omnichannel experiences—small enhancements can prevent losing a significant portion of customers.
- Develop measurement frameworks to track customer satisfaction and identify pain points, ensuring efforts are aligned with what really matters to consumers across regions and generations.
2. Challenge: Forms Are a Major Friction Point
What’s happening:
Customers are frustrated by healthcare forms—often too long, repetitive, or hard to complete.
- 41% say healthcare forms are too time-consuming
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- Especially Gen X (49%), Singapore (52%)
- 65% will abandon a form if it’s too difficult
- 63% prefer guided digital forms over fillable PDFs
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- Millennials (68%), Gen Z (61%), USA (66%), Singapore (61%)
What to do:
- Replace static PDFs with guided digital forms
- Allow customers to save progress, use pre-filled data, and complete forms on mobile
- Encourage cross-departmental collaboration to break down silos, ensuring the customer experience flows smoothly whether it’s online, via app, or on the phone.
3. Challenge: Customers Need Status Updates—Not Phone Trees
What’s happening:
After submitting a form, customers feel left in the dark—and often call to follow up, driving up costs.
- 51% want to know their request status
- Highest in: USA (58%), Millennials (57%), Gen Z (49%)
- 47% call to ask about form status
- Especially Silent Gen (61%), Boomers (57%), USA (54%)
- Cost of a phone call: up to $15
What to do:
- Send automated, proactive status updates to reassure customers and reduce call center volume
- Champion user-centric design principles that address specific generational and regional preferences, ensuring accessibility and convenience for all customers.
4. Challenge: Customers Are Curious—but Cautious—About AI
What’s happening:
AI shows promise for better, faster, more personalized service—but many customers still worry about how it’s used.
- 61% believe AI will improve healthcare CX
- Strongest among: Gen Z & Millennials (71%), Singapore (71%)
- 54% are open to AI if it provides personalized health recommendations
- Millennials (64%), Singapore (62%)
Top concerns:
- Data privacy/security – 49%
- Lack of human oversight – 43%
- Potential errors – 39%
What to do:
- Be transparent about AI usage
- Emphasize data security, human oversight, and clear disclaimers
5. Challenge: AI Trust Gaps Vary by Age and Region
What’s happening:
Not all customers feel confident about AI’s role in handling their personal information.
Security confidence:
- Millennials (57%), Gen Z (56%)
- USA (53%), Singapore (52%), NZ lowest (36%)
Ethical confidence:
- Gen Z (57%), Millennials (56%); Silent Gen only (26%)
- USA (50%), Singapore (48%), UK (34%)
Top customer asks for AI in CX:
- Faster responses – 53%
- Higher accuracy – 44%
- Cost savings passed to them – 42%
What to do:
- Prioritize security-first design
- Keep a human in the loop, especially for sensitive communication
Final Takeaway: Smarter CX Leads to Better Outcomes and Lower Costs
If your healthcare organization is looking to move forward, focus on modernizing your customer communications with connected, AI-aware, and guided digital tools. Replace outdated processes with automated, customer-first workflows that streamline operations.
By doing so, you'll not only reduce manual effort and build trust with patients/members, you'll also deliver a stronger customer experience—while driving better ROI.