The multi-business corporate has digitised some of its significant projects to enhance customer experience
SUMIT PURI
MAX HEALTHCARE
Technology needs to be the true enabler to business and CIOs need to effectively partner with business stakeholders and speak the language of business. We are creating and tracking several business-related metrics powered by technology like customer upsell, cross-sell and online channel conversions using CRM, campaign effectiveness using digital marketing, improvement on key patient safety metrics using electronic health record and IoT which helps us improve our alignment with business.
Organisations are on their way to digitise their processes to enhance customer experiences. Max India Limited, a multi-business corporate, has successfully implemented some significant projects in the last few years such as new incubations on digital homecare and tele-radiology, mobile electronic health record system, digital clinical and operational dashboards, collaboration of radiology imaging workflow system with virtual tumour boards, remote OPDs using IoT and point of care diagnostics, digital sales force automation project and online term insurance sales at Prudential and Siebel CRM implementation at 9 Global COEs at GENPACT.
Almost all these projects have resulted in significant revenue growth, operational productivity and enhanced customer experience. Digital homecare, sales force automation and online term insurance sales opening new revenue channels, digital dashboards and tele-radiology improving productivity, Siebel CRM, Mobile Electronic records IoT and point of care diagnostics enhance customer experience.
Max Healthcare has been able to create new revenue streams by incubating new digital businesses like Max@Home and Max Labs to enable pathology sample collection and remote care at home for several modalities. E-prescription application has helped them improve patient safety and pharmacy related conversions. Digital marketing has resulted in cost-effective marketing to target segments while remote tele-consult, point of care devices, radiology imaging system and customer portal deployed have increased customer access and convenience. Electronic health records and CRM combined with analytics have enhanced single customer view, patient safety and outcomes.
Max Healthcare understands that the presence of legacy infrastructure poses a significant challenge in digital transformation. Sumit Puri, CIO, Max Healthcare, shares that the organisation had a legacy hospital information system on the end of life Dotnet code and SQL database which they have modernised to the latest supported versions.
“With modernisation and enablement of open standard API integration of our hospital information system with new-age platforms like GoQii fitness portal, we are creating a digital ecosystem for our customers. We are crafting a component-based architecture to reduce the load on core systems for specialised areas like payment systems and lab information system,” he says.
In this digital and hyper-connectivity age, boundaries between functions and industry sectors are increasingly getting blurred with primary focus on increasing customer engagement and experience.
The healthcare sector has seen the emergence of some innovative start-ups and Max Healthcare is actively partnering with them for an enhanced customer experience. Some notable start-ups they are collaborating with are companies like Vios for remote step down ICU care using IoT, GOQii for wellness platform, mphRX for customer and clinician portal which should yield them positive results in future. “We have hired some GenY talent from business schools like ISB to enhance our working culture and further our engagement and connect with digital start-up organisations,” informs Puri.
Successful CIOs of the future will be the ones who are proactive in anticipating the changing customer expectations. They prioritise the aspects of customer value and speak the language of business to effectively drive the enterprise's digital transformation agenda. The new generation CIOs will become more of chief innovation/chief digital officers with good understanding of the latest technologies and be adept at forging partnerships with the right organisations to create a digital ecosystem which truly enhances customer value.
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