Does your hospital outsource its physician referral or class registration services to a call center partner? There are a lot of great reasons to outsource this function, but in an age where web-based service is the norm, and consumers expect everyone they speak with to have information at their fingertips, it is essential for a call center partner to support full data integration.

What does data integration really mean? In this example, it means that the information that the hospital maintains on its physicians, services, and class offerings is in perfect sync with the information that the call center partner is providing to callers. If the call center partner is providing online services, such as physician referral and class registration on the web, it means that the information displayed on the website is automatically kept in sync with all other sources.

Here are four key points to consider as your organization works with an outsource call center partner:

1. Define and document the data flow. The first step in ensuring successful data integration is a clear definition of what data elements are to be exchanged, what the frequency of the exchange will be, and what format will work for both parties. This data definition and flow should be clearly documented and communicated. This process applies to both the information that the hospital will provide to the call center partners, as well as to the information that the call center partner will provide to the hospital.
   
   
2. Use an infrastructure that supports real time data exchange. Today's technology has moved beyond simple data file transfers. If possible, explore the use of a web services infrastructure that will allow data to be exchanged as needed on a real-time basis.
   
   For example, by utilizing web services, a hospital can send a notification to the call center partner when a new physician has been added to the hospital database. The call center partner "consumes" this notification and automatically adds the new physician to the call center database in real time and more importantly, without human intervention.
   
   
3. Use web-based administrative tools. Even in a world where technology can support automated data integration, there is a need for hospital marketers to have access to their call center partner's CRM application in order to make changes, add new information, and quality check information as needed. A call center partner should have a web-based administrative interface to allow outside access to the CRM database. Administrative tools allow the people that are managing the programs to have visibility into the information that is being shared with callers, and empowers hospital marketers to make their programs successful.
   
   
4. Commit to a flexible solution. The key to successful data integration is flexibility. Hospitals should work with a call center partner that does not place limitations on data formats or exchange frequency.

We live in a world where technology makes it possible for organizations to work together in a truly seamless way. However, it is important to note that people are still essential to the process. It takes teamwork, communication, and coordination to achieve seamless data integration across organizations.