Accelerating Out of Crisis with Digital Transformation

Gouri Mahendru

Undoubtedly, business over the past few months has been unlike ever before. With the COVID-19 pandemic shutting physical stores, restaurants, and offices the world over, organizations of all shapes and sizes were compelled to move their businesses online and we were reminded of the power of technology as an enabler of success.

As businesses look beyond the immediate impacts of COVID-19, it’s time to adopt a connected enterprise mindset and accelerate digital transformation.

The New Customer Experience

When lockdown hit, customer service teams on the frontline found themselves at the centre of a perfect storm. Dealing with both the instant switch to remote working and staffing shortages due to the pandemic, they had to manage a huge influx in phone and email enquiries from customers struggling to keep their cool as they tried to rearrange cancelled bookings and secure refunds.

From market research, we know there is still a significant disconnect between the service businesses believe they are delivering, and the service customers believe they are getting. While the situation remains precarious, now is the time to focus on delivering fast, transparent, and verified support. Putting the right technology at the heart of this transformation will be key to success.

Reimagining CX in the wake of the pandemic

Many businesses shifted their operations online to continue selling safely through the pandemic, with worldwide spending on digital transformation technologies and services expected to rise by over 10% in 2020.

This has opened a vast array of new communication platforms on which organizations can engage with their customers. But businesses must ensure they are strengthening the bridge between their different channels to ensure a consistent customer experience. Omnichannel strategies have become a necessity, as companies find new ways to interact with their customer base on the channels they are using the most. Taking support to their customers rather than bringing them to support is critical.

Here are some useful tips for reinventing your customer experience with a supercharged omnichannel approach.

1.     No two customers are the same

People like to be treated as individuals and want to raise issues in the environment that they’re most comfortable in. It’s no good for businesses to invest heavily in one channel at the risk of another, as they could end up isolating a big customer segment.

Being able to support customers through email, phone, and chat services in a single, streamlined solution can help businesses deliver a better overall experience. The last thing customers want to do is repeat themselves when they switch between a chatbot interaction, text, email, or phone exchange. Offering a seamless experience means a customer’s query is logged once and shared across all communication channels, reducing the likelihood of them becoming dissatisfied with the service they are receiving.

2.     Look inward, as well as outward

It’s not just your customer-facing technology that you should consider, you also need to think about the internal systems that can help improve your target market’s perception of the company. Taking an omnichannel approach to customer communication provides multiple platforms to collect customer data. With more data, you can build a better picture of the average customer journey – from awareness and consideration to purchase – and deliver a better experience for each of them.

By offering your customers multiple touchpoints to interact with your brand, they can get everything they need from a single source of truth, without having to switch between the channels.

3.     Tweak and optimize campaigns as necessary

To succeed in hitting the right tone, keeping existing customers, and attracting new ones, you should understand exactly which marketing campaigns are resonating, and which aren’t. The results right now are likely to be very different to ‘business as usual’ – so the approach taken needs to be tailored to each customer accordingly.

Surveys of sales leaders during COVID-19 found that 62% have directed their teams to spend more time in their CRM system, looking at what insights they can glean from it. The CRM system is a powerful tool for collecting data and learning more about each customer, with the goal of delivering a better experience and building trust between buyer and seller.

Whatever systems you deploy, it’s important to be mindful of how your customers want to interact with you, not the other way around. As customers look to support the businesses that are looking after them the most, offering a consistent experience across your channels is key to securing loyal customers and repeat business.

Smarter CX starts with AI

There is a growing AI revolution taking place in customer service centers. Our own research found that a quarter of businesses want to use AI to improve their customers’ experience of their brand. This is hugely encouraging for the industry, but organizations shouldn’t invest in AI just for the sake of it. They need to find areas in which its use will see the most value.

For example, over a quarter (27%) said that their biggest frustration when dealing with customer service agents was being left on hold for too long. This issue has been exacerbated further by the huge volume of enquiries customer support teams now find themselves facing, with some customers waiting hours before getting through. AI-powered chatbots can remove some of this backlog by automating simple questions and routing customer chats that require urgent attention through to human service agents.

We know that consumers prize human interaction, especially during a time when it is so limited. For this reason, AI should only be brought into augment, not replace human customer service agents. In doing so, businesses can develop AIs that mimic the behaviour of their best agents, while freeing up their time to focus on trickier cases. This will ultimately lead to more positive outcomes, better all-round customer experiences, greater brand loyalty, and increased long-term value.

About the Author –

Gouri is part of the Quality Management function at GAVS, handling the Operations and Delivery excellence within ZIF Command Centres. She is passionate about driving business excellence through innovative IT Service Management in the Digital era and always looks for ways to deliver business value.
When she’s not playing with data and pivoting tables, she spends her time cooking, watching dramas and thrillers, and exploring places in and around the city.

Blockchain-based Platform for COVID-19 Vaccine Traceability

Srinivasan Sundararajan

Over the last few weeks, several pharma companies across world have announced vaccines for COVID. The respective governments are going through rigorous testing and approval processes to roll out vaccines soon.

The massive exercise of administering vaccines to billions of people across different geographies poses various challenges. Add to this the fact that different vaccines have strict conditions for storage and handling. Also, the entire history of traceability of the vaccine should be available.

While tracking the supply chain of any commodity in general and pharmaceutical products, in particular, is always complex, the COVID-19 vaccine poses tougher challenges. The following are the current temperature sensitivity needs of various vaccine manufacturers.  

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The information is from publicly available sites and should not be treated as a guideline for vaccine storage.

Blockchain to the Rescue

Even before the pandemic, Blockchain with its built-in ability to provide transparency across stakeholders has been a major platform for pharmaceutical traceability. The criticality for providing COVID-19 vaccine traceability has only strengthened the cause of utilizing blockchain for the supply chain in the pharma industry.

Blockchain networks with its base attributes like de-centralized ownership of data, single version of truth across stakeholders, the ability to ensure the data ownership based on cryptography-based security, and the ability to implement and manage business rules, will be a default platform handling the traceability of COVID-19 vaccines across multiple stakeholders.

Going beyond, Blockchain will also play a major role in the Identity and Credentialing of healthcare professionals involved, as well as the Consent Management of the patients who will be administered the vaccine. With futuristic technology needs like Health Passport, Digital Twin of a Person, Blockchain goes a long way in solving the current challenges in healthcare beyond streamlining the supply chain.

GAVS Blockchain Based Prototype for COVID-19 vaccine Traceability

GAVS has created a prototype of Blockchain-based network platform for vaccine traceability to demonstrate its usability. This solution has a much larger scope for extending to various healthcare use cases.

The below is the high-level process flow of the COVID-19 vaccine trial and various stakeholders involved.

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Image Source – www.counterpointresearch.com

Based on the use case and the stakeholders involved. GAVS prototype first creates a consortium using a private blockchain network. For the sake of simplicity, Distributors are not mentioned, but in real life, every stakeholder will be present. Individuals who receive the vaccine from hospitals are not part of the Network at this stage. But in future, their consent can be tracked using Blockchain.

Using Azure Blockchain Service, we can create private consortium blockchain networks where each blockchain network can be limited to specific participants in the network. Only participants in the private consortium blockchain network can view and interact with the blockchain. This ensures that sensitive information about vaccines are not exposed or misused.

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The following smart contracts are created as part of the solution with assigned ownership to the individual stake holders.

Blockchain solution and services

A glimpse of few of the smart contracts are listed for illustration purposes.

pragma solidity ^0.5.3;

pragma experimental ABIEncoderV2; 

contract Batch {

    string  public BatchId;

    string  public ProductName;

    string  public ProductType;

    string  public TempratureMaintained;

    string  public Efficacy;

    string  public Cost;

    address public CurrentOwner;

    address public ManufacturerAddr;

    address public AirLogAddr;

    address public LandLogAddr;

    address public HospAdminAddr;

    address public HospStaffAddr;

    string[] public AirTemp = new string[](10);

    string[] public LandTemp = new string[](10);

    string[] public HospTemp = new string[](20);

    string  public receiptNoteaddr;

    constructor  (string memory _batchId, string memory _productName,  string memory _productType,  string memory _TemperatureMaintained,  string memory _Efficacy,  string memory _Cost) public {

        ManufacturerAddr = msg.sender;

        BatchId = _batchId;

        ProductName = _productName ;

        ProductType = _productType;

        TemperatureMaintained = _TemperatureMaintained;

        Efficacy = _Efficacy;

        Cost = _Cost;

    }   

    modifier onlyOwner()    {

        require (msg.sender == CurrentOwner, “Only Current Owner Can Initiate This Action”);

        _;

    }      

    function updateOwner(address _addr) onlyOwner public{

       CurrentOwner = _addr;

    }        

    function retrieveBatchDetails() view  public returns (string memory, string memory, string memory, string memory, string memory, address, address, address, address, address, string[] memory, string[] memory, string[] memory, string memory) {

        return (BatchId,ProductName,TemperatureMaintained,Efficacy,Cost,ManufacturerAddr,AirLogAddr,LandLogAddr,HospAdminAddr,HospStaffAddr,AirTemp,LandTemp,HospTemp,receiptNoteaddr);  

    }

}  

The front end (Dapp) through which the traceability of the COVID-19 vaccine can be monitored is also developed and the following screenshots show certain important data flows.

Vaccine Traceability System Login Screen

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Traceability view for a particular batch of Vaccine

digital transformation services and solutions

Details of vaccinated patients entered by hospital

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Advantages of The Solution

  • With every vaccine monitored over the blockchain, each link along the chain could keep track of the entire process, and health departments could monitor the chain as a whole and intervene, if required, to ensure proper functioning.
  • Manufacturers could track whether shipments are delivered on time to their destinations.
  • Hospitals and clinics could better manage their stocks, mitigating supply and demand constraints. Furthermore, they would get guarantees concerning vaccine authenticity and proper storage conditions.
  • Individuals would have an identical guarantee for the specific vaccine they receive.
  • Overall this technology-driven approach will help to save the lives in this critical juncture.

 Extensibility to Future Needs

Gartner’s latest hypercycle for emerging technologies highlight several new technologies and notably Health Passport. As the travelers used to travel with a physical passport pandemic has created the need for a health passport, which is more like a digital health record that passengers can carry on their phones. Ideally, it should show the passengers past exposure to diseases and the vaccine records. By properly deploying health passports, several industries can revive themselves by allowing free-flowing movement of passengers across the globe.

The above blockchain solution though meant for COVID-19 traceability can potentially extended to a health passport once the patient also becomes part of it by a wallet based authentication mechanism, at GAVS we plan to explore the health passports on Blockchain in the coming months.

About the Author –

Srini is the Technology Advisor for GAVS. He is currently focused on Healthcare Data Management Solutions for the post-pandemic Healthcare era, using the combination of Multi Modal databases, Blockchain and Data Mining. The solutions aim at Patient data sharing within Hospitals as well as across Hospitals (Healthcare Interoperability) while bringing more trust and transparency into the healthcare process using patient consent management, credentialing, and zero knowledge proofs.