Digital Transformation Framework - Zoho Health Care Services

Implementing Digital Transformation Framework In this assignment, you must address the 4 blocks of the framework, which includes the following tasks: 1.

2.

3.

4.

Identify the target customer for the client.

Identify the external trade partners.

Determine the consumer buyer values.

List at least 5 digital interventions that could be implemented to address the pain points of the consumer. You need to consider these: A. External Functions: a. Consumer experience: How can you enhance the physical experience of the consumer using digital transformation? b. Trade partners: How can the trade network be optimized?

B. Internal Corporate Functions: a. Product portfolio: What would the solution product portfolio look like? Add details/features of how the solution will serve the user’s expectations. b. Brand communication: How will you convey this product portfolio change to the end users? c. People productivity: What digital interventions are required to enhance the capability of the internal employees to train them to deliver the suggested solution? d. Technical and operational efficiency: What technology-led solutions can be taken to improve operational excellence?

4. Prioritise the listed solutions.

5. Lay down a change management strategy for increasing the adaptability of the solution using a change management framework. Consider the following adoption objectives for the same:

a. Adoption in the first two months should be 90%–95% for all internal employees. b. Steady usage after the first 2 months should be at least 85%.

6. Create a 2-minute pitch to communicate your solution to the senior leadership of the client organization and other stakeholders.

Structure the pitch as follows: “I, Avi Tankaria, Product Manager – Digital Transformation at ABC Technologies Pvt. Ltd. would like to make a proposal to improve the process of seeking feedback from the patients. Currently the mode of seeking feedback is a physical process where hospital staff takes an interview of the patient and note down their responses. This traditional approach is time intensive in terms of logging the feedback and analysing it.

The whole process can be managed quicker digitally by creating a customer relationship management web application where the patient can visit the web application and post their reviews. This can be achieved by developing a pointbased feedback mechanism along with options to write additional comments and upload pictures. This will help in ease of data collection and analysis post receiving feedback. Human errors can be eliminated with this approach. The feedback can also be taken by setting up kiosks at the hospital, making QR codes available at various locations of the healthcare facility and by sending links on the email ids or mobile numbers of the patients.

Digitization of feedback process will reduce the time taken to seek feedback from patients, thus rendering a pleasant experience. It can also help identify the pain points of the patients better by performing analysis on the data captured using analytics tools. This will help your organization Zoho healthcare to work on prioritizing and eliminating critical pain points.”

List your answers in the blanks provided in the right column in the table below:

Target Customer Trade Partner/s

Patients and relatives of the patients.

Software organization to digitize the physical feedback seeking process.

Analytics organization to analyze those feedbacks.

Or one organization which provides both the solutions.

Consumer Buyer Values

Improved healthcare services provided to patients.

Improved hygiene at the hospital.

Courteous staff.

Proper diagnosis of the illness.

Improved feedback seeking experience via digital means.

List a least 5 digital interventions that can be taken to address the pain points of the consumer Consumer Experience: How can you enhance the physical experience of the consumer using digital transformation?

The physical capturing of the patient feedback can be replaced with a digital process by filling out a small questionnaire or asking to give point-based ratings on various parameters like hygiene, staff attitude, quick diagnosis of the diseases, caring nature of the hospital staff etc. A combination of questionnaire and rating system can also be used. Such methods of acquiring customer feedback and NPS score are adopted by many industries to seek customers' opinion on the service they are offering them.

This digital method of seeking feedback from the customers will help save their time and provide them with greater convenience.

Customers will be encouraged to give genuine feedback as the feedback captured will be anonymous.

Acquiring feedback digitally from the customers aids in easy analysis of the results using various analytics tools which lead to better decision making to improvise on the pain points experienced by the customer.

Trade partners: How can the trade network be optimized?

A software company which builds an application to seek customer feedback digitally and store the results in a repository for analysis.

An analytics organization which can help analyze customer feedback for the identification of customer pain points to help find a possible solution to address customer pain points.

Above trade partner can be a single organization as well which offers both the solutions (application development and analysis) to the client. Single organization might help in optimizing the solution and would be cost effective for Zoho Healthcare. Having multiple organizations achieve a common goal is not an easy task most of the time as it leads to difference of opinion between the stakeholders involved in developing the solution which is not a time and costeffective approach.

The trade partners should be eager to engage with Zoho healthcare to improve the services offered to their clients while justifying the pricing scheme and achieving the task within reasonable timelines.

Product portfolio: What would the solution product portfolio look like? Add some details of how the solution will serve the user’s expectations.

A feedback application, web based preferably (so that the patient or their relatives can be provided a link to the web app where they can fill the feedback form after availing the healthcare service).

The web app can be a combination of a point-based rating system and few text boxes in the end to seek textual feedback from the clients about the services offered.

The web app would also contain an option to upload pictures as a proof of poor service/hygiene/mismanagement etc.

Point based rating can be used to calculate the NPS score, and the results can be used for analysis purposes.

The solution will help the users to conveniently give feedback as opposed to the physical interview process which is time consuming.

Zoho healthcare can store the feedback data as per date and time and track improvements by making comparisons from the past results. It will also help them to list pain points based on their criticality and address the critical ones first. This will lead to service improvisation which would help in greater customer satisfaction.

Brand communication: How will you convey this product portfolio change to the end-users?

Product portfolio change can be communicated via below ways ● Informing the customer physically by the healthcare staff while the patient/relatives complete discharge formalities. ● Placing banners with QR code of the feedback application at important locations of the healthcare facility, so that patients/relatives can scan them and give their feedback. ● Sending feedback links to patients/relatives on the mobile phone or email id. ● Seeking feedback from patients/relatives via other social media channels like Facebook, google profile etc. ● Word of mouth.

People productivity: What digital interventions are required to enhance the capability of the internal employees to train them to deliver the suggested solution?

Providing required training to the employees to upskill them.

Encouraging employees to develop Proof of concept first and then prototypes for the management to evaluate if the solution is aligned towards solving the problem.

Using Agile methodology for the implementation of the project to incorporate change iterations and better communication amongst the employees. Training can be given for this if required.

Technical and operational efficiency: What technology-led solutions can be taken to improve operational excellence?

Newer versions of software’s tools and technologies can be used to implement the solution so that less amount of version level changes need to be done because of deprecated technologies used.

Creation of Proof of concept at first and then prototypes to find out the direction in which the product is going.

For creating POC, google forms can be used to verify the credibility of the feedback questionnaire and post that a simple web application can be created with similar questions with data storing capabilities in a SQL or NoSQL database, which can be fetched for analytics purposes.

Different analytics tools can be used for analysis, if the sample size is small then excel would suffice or else PowerBI, Oracle OBA, Google Analytics etc.

Ensuring proper communication between the team.

All the teams should have a similar goal.

Using project management tools like JIRA to do project planning and tracking.

Prioritise the listed solutions

Prioritise the solutions and add in the 2X2 matrix below.

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Priority 2

Priority 1

Giving training on technology to Outlining the requirements of the the internal employees to help solution to be implemented, to them learn how to help build the address current flaws in the system. system and how to use it.

Finding a suitable technology stack Training on stakeholder to implement the solution management for effective communication with the Finding correct trade partners to stakeholders involved in implement digital collection of NPS developing this project

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Priority 4

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Priority 3 Laying out a project development roadmap to divide tasks into sub tasks and give timelines.

Using cloud-based technology and analytics tools to capture, store and analyze the results to find customer pain-points.

Low

High Business Benefit

Horizontal Axis (Left to Right ) -> x-axis = Business Benefit Vertical Axis (Bottom to Top) -> y-axis = Ease of Implementation

Lay down a change management strategy for increasing the adaptability of the solution using a change management framework.

Consider the following adoption objectives for this activity: a. Adoption in the first two months should be 90%–95% for all internal employees. b. Steady usage after the first 2 months should be at least 85%.

List at least 5 sets of initiatives that you would take to increase the adoption of the solution.

Celebrate Early Healthcare facilities with higher NPS score shall be rewarded for their performances and encouraged to continue to do so.

You can consider the guidelines listed in the change management framework.

Back completely Communication from the CEO’s desk, COO’s desk, CTO’s desk should come regularly to state the goals to be achieved, both already planned and new ones.

Communicate effectively Communication between the teams both internal and external needs to be effective and goal oriented for example – Communication about the pain points of the customer and how this solution will help address the problem.

Incentivize people The annual appraisal gives fair rewards to the employees based on their performance and some performance measuring score-based systems like NPS.

Use it as a single source of truth Finally, all payouts, whether it's annual bonus payouts, whether it’s payouts to trade partners, should be the basis of data that is only in the system. Nothing should be outside the system. And consistently, you should have a tracking mechanism, whether it's usage, whether it's adoption, whether it's the NPS going up, how is availability faring, so that you can consistently track how these metrics are moving, so that change management happens consistently.

Communicate the solution to senior leadership Structure the pitch as follows: 1. Introduce yourself 2. Describe the problem 3. Describe the solution with an adoption plan 4. End with a conclusion

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