Oktane19: Pacific Dental Simplifying Patient Engagement with Okta + RingCentral
Trevor: So, in prepping for this session, I decided to take a little different approach. I'm not up here to sell RingCentral to you, I want to talk about, actually, the digital workplace.
Trevor: My background is that I just came out of the semiconductor industry. I've spent the last 12 years there working in large industrials and just joined RingCentral in December. One of the things that I did when I first joined is coming to Silicon Valley, meeting with other CIOs, other IT professionals, and this is what I'm learning. Or these are all the words that were used in a recent round-table. I got really kind of bored listening to all the people talk about artificial intelligence. They were talking about quantum computing, GDPR, HIPPA, and I started writing these words down and realized that everyone who's in IT right now is dealing with a lot of complexity.
Trevor: I mean we all feel it. Even at this conference you're hearing about simplification. What I was trying to do is figure out where the real problems are in companies. We all get hit with vendors asking us to buy things. We all get hit by our CEOs or our executive teams about doing big structural things. These are the things that you're being asked to parse. It's a level of complexity, and this is where you're putting all of your investment and time. I can probably guarantee you that with the few precious dollars that you have left for innovation you're trying to figure out how to do supply chain management, you're trying to figure out how to do things for HR, you're trying to figure out how to do a different level of online finance.
Trevor: The reality is that we're ignoring the workers. The people that are out there every day trying to get things done for us are not engaged, and there's a study that I just read from Forrester that basically said the vast majority of the workplace investment is being done by the actual employees themselves. Sure, you've bought, you've got Slack, you probably have RingCentral, you have a bunch different collaboration capabilities but these things are being done native by the workforce. The reason being is because it's changing rapidly. So while the CIO is investing, and the IT Department is investing, in large structural changes for the company, I can guarantee you that the workforce is moving ahead because they have to. They have to figure out how to collaborate differently, they have to figure out how to share, they have to figure out how to get their job done and, unfortunately, the money is run out in the IT stack before we get to them.
Trevor: So the workplace is changing and it's changing rapidly. Just some stats: 50% of the global workforce will be remote by 2020. That's just next year. This is actually accelerating. 74% of the time in the workforce, this digital workforce, is on collaborative work. So, they're collaborating, but we're not giving them the tools, and we're not giving them the capabilities, and we're not making it simple. They're spending all their time suffering through a bunch of different fragmented capabilities. And then, finally, for those who are actually in the office, and I think everyone can probably feel this one. For those of you who are actually in the office, you are spending more than half your day away from your desk. It's a mobile workforce. You're trying to get things done with other people who are running around either from home, or different continents, or different locations, or maybe different part of the campus.
Trevor: What happens is we have fragmented communications. Alright? So let's talk about the workforce again. What they really care about is sharing documents, meeting with people, collaborating. They probably care a little less about this supply chain management, multimillion-dollar investment that you're making. Right? It's good for the company but ultimately it's creating a disengaged workforce. And they're going out and buying it themselves. I can give you examples of Slack. I mean, everyone has probably had Slack penetrate into their workforce. That's great. It was being brought in because there was a need, because people were finding friction in their day-to-day.
Trevor: Another statistic, and I think this is probably understated, that the average worker toggles between ten different apps in a workday. You can probably start counting them on your hands, what you go through. Extremely inefficient. Think about it: you're messaging on one app, you're doing video conferencing on another app, you are trying to get documents on another app. You're finding yourself bouncing between different capabilities and it's not seamless. It's complicated. You're wasting up to an hour a day doing this.
Trevor: Let me give an example, and I think we all can relate to this one. I'm sitting in the back of an Uber on day and my boss called me and said, “Hey, I need you to get on this conference call”. I was able to get on the conference call, and I'll tell you how I did it on a single app. Most people would have to flip over to another email system, to get the pointer, to get to the conference, to be able to log in, and then they have to go to another app to be able to get the document that people are sharing because the content isn't coming up.
Trevor: This is every day in the workplace and people are wasting time trying to figure out how to pull it all together. The worst part is that the volume is increasing. The reason why it's increasing is because everyone is scattered. People are no longer in the building. If you have the luxury of being in a small start-up where everybody is in the same building, great. Probably a hazard that the vast majority of us have people scattered across the world or at least scattered across a large campus. So the volume is increasing. People are reaching out: they're messaging you, they're texting you, they have you on Slack-Chats, they're hitting you up with video conferences. It's actually chaotic and the worst part is that everyone every day is feeling this and actually this is becoming one of the biggest reasons for disengagement in the workforce. It's because they don't feel like they're in control.
Trevor: If the employees feel disengaged, then when the customer and the employee come together it adds even more complexity. What I mean by this is that if you're internally trying to work through your messaging communication and collaboration and it's messy, imagine now working with your external customer, which gets even messier. If you have these two worlds coming together is becomes very complicated.
Trevor: What's happened in the last five years, is that there's two segments that have really emerged and they're Cloud based. Go figure. You're at a conference like Okta which is Cloud first. We at RingCentral Believe in a cloud based approach to both employee and customer communications, and what you're seeing her is two sections: on the right we call it U-CASS, Unified Communications as a Service. Cloud-native capabilities where it's Cloud PBX, it's messaging video and meetings all in one app, all in one capability. You have the ability to ping between these three in a seamless way. So if you're in the U-CASS space, and you probably hear about a lot of players in this, this is an emerging market, it's becoming a multibillion-dollar emerging market that is helping with the employee engagement.
Trevor: On the other side C-CASS is where we're talking about where you have your customer service, where outbound customer engagement, digital customer engagement, what I mean by digital customer engagement is the new way for people to engage with companies is through social channels. So, imagine complaining about your favorite airline about the outage yesterday and you're going through a social channel. These are where the employees and customers are now starting to engage together.
Trevor: So combined, we believe that employee engagement and customer engagement combined is the new collaborative communication platform of the future. The hypothesis here is that this is very complex, but it's only complex if you're thinking about the legacy. I've run teams that have had to deal with old PVX hardware, web meetings, audio conferencing, fax, Telcos. If you're running a large enterprise, this is extremely complicated, it's extremely expensive, and it's very disjointed. You're probably spending a lot of time and energy on something that should be very seamless. And the reason why this is complex is because it's onPREM. Everyone is using the Ivias, the Mitels, and the other capabilities that are out there, the Cisco capabilities and, if you look at below the iceberg, you know, the old metaphor, you're spending a lot of time and energy on this.
Trevor: At RingCentral, to shift gears at to why this is the future, is that it's all inclusive and it's an app. We've taken care of all the complexity for you. And why this matters in the new world is because speed is the new business currency. If you're setting up new offices, the last thing you want to do is have to order hardware. If you are moving people in, on-boarding, the last thing you want to do is have to deal with putting telephone on their desk. We can do that too, but the new modality is people running around in the world with their mobile phones or their laptops trying to get their work done and not worrying about being on premise.
Trevor: So if you start thinking about the simplification, RingCentral as a platforms, both from the customer and employee engagement is very powerful but, like you heard this morning in the keynote, open platforms matter. We have over 170 integration with all of the capabilities we have today I'm sure you've deployed. We have over 2,000 customer integrations and growing. This is our fastest-growing capability that we have right now. Open platforms are the future. In the Cloud, open, integrating to what you have, and let the consolidation happen and get some control back.
Trevor: People wonder about RingCentral. It's a company that Cloud-native. It's been around for 20 years and in the 20 years this team has learned how to run Telco and the Cloud. It, actually, we're pioneering a lot of the capabilities that you're hearing from other companies today. We are global scale. We have pops all over the world. So this is not just a bout a US-based centric company. We have customers that are running in Asia and Europe and are seamless in their capabilities. To make things even better, we just announced capabilities that allow your assistant administrators to actually look at the MOS scores, or the quality of service, across all legs from end to end.
Trevor: I actually was on a conference call and you heard the classic person that was not engaging well. Their voice was chopped up. We've all been in those meetings, right? And everyone looks at the IT professional and says, “What's going on?”. With RingCentral and any good U-CASS provider, should give you quality of service dashboards where you can look in and say: that person is having a bad experience on this conference call because they're on a 3G network in China and they're trying to do voice over IP on hops all the way back to the US. It's not going to work. We have capabilities today that allow you to able to deconstruct in real time the MOS scores of people. This is what Cloud really does well that you can't get from that iceberg of capabilities. We can, across all people on all sessions and all recordings, tell you exactly the quality of service. This is the power of a Cloud-native solution.
Trevor: Then simplifying security. You heard today with the Okta keynote, RingCentral is a very tight partner with Okta. Imagine all those integrations, imagine RingCentral as your Cloud-based telephony, video, and messaging capability all in one place and imagine that it's seamless, where Okta and RingCentral together make it so that anyone can log in anywhere and be able to communicate and collaborate. Get rid of all that complexity of all the different capabilities that they're trying to use for collaboration.
Trevor: Proof is in the pudding. This is not about RingCentral on its own. I would like to introduce you to Rich Brownlee, who actually has deployed RingCentral in a large scale, and I'm looking forward to taking questions with you after we're done.
Rich Brownlee: Thank you Trevor very much.
Trevor: Thank you, appreciate it.
Rich Brownlee: Oh, let's get that off of there. Alright. So a little bit about Pacific Dental Services. I'll back up a little bit about how we got started to give some context about how we ended up with some of the challenges we had as an organization and what we did to solve it.
Rich Brownlee: As of this year we're now 25 years old. It was started by Steve Thorn who was trying to assist his dad with running his dental practice. His dad wanted to digitize his patients' records, etcetera. Over the years, he was starting to service other dentists and incorporated the business and it has grown organically over the last 25 years, which means there was a lot of mom-and-pop operations.
Rich Brownlee: Two years ago I started at the company, six months after the new CIO, David Baker who had a really good head on his shoulders on where he wanted to take the business, the company at that time was a mix of On Pram, ShoreTel, Astrik, Cisco, POTS lines, we had about 550 offices back then. So if you can imagine some of the older offices have POTS lines with, no joke, with a tape recorder for the old answering machine is how they were taking phone calls, how they were engaging with their patients. We had built a contact center at that time and people had to do the star-7-2, here's how we forward our calls at the end of the day to our contact center so, not very efficient, a lot of manual processes in there, plenty of opportunities for thing to break down.
Rich Brownlee: In addition to that, there had been no real strategy about how the enterprise was going to grow, because it was a small company at that time and it has now 500 plus offices, over a billion dollars of revenue, there was ton of shared accounts internally: Yahoo instant messenger, people calling and texting patients from their own personal cell phone, passwords that don't expire. I think we'd just gone into our 20th state back then. You can imagine trying to navigate that internally to try and support the patient was a challenge. Trying to collaborate internally was a challenge. If you're remote you had to have your laptop to view PNN, just to join the conference. Which conference bridge were they on? Which phone system were they on? I can't get in. I'm on my cell phone, can you have someone call me? Three way join. It was a mess.
Rich Brownlee: What we get done is that we then identified some of the challenges that we were having: identity, who has access to what, and then of course the communication and collaboration on-premise ShoreTel, which was going end of life. We were facing quite a bit of expense to upgrade. Cisco's in there showing us their stuff. Quickly found out it was just a hodgepodge of things put together. They probably won't like me saying that. But we went down the road and learned about RingCentral, learned about Okta. We certainty need to get away from the shared accounts and move into something that we could identify who was accessing what data, have a platform that we can communicate with each other on.
Rich Brownlee: So over the last year, in fact last year we finished moving all of our dental offices to RingCentral, they're 100% RingCentral in the field, we're now at 730 offices. We now have automatic forwarding to the contact center if the phone doesn't get answered during the day, after-hours it automatically goes to the contact center so that we never loose the opportunity to talk to a patient when they want to talk to us, because that's a very small period of time that they're willing to talk on the phone. So now we're able to talk to them when they want to talk to us.
Rich Brownlee: One thing we found when we were on the same platform and then moving calls over to the contact center was that our call volume doubled. We thought, is that the new normal? Is it how it's always been? Turns out, we just lost a lot of calls that weren't coming in because things weren't forwarded properly, etcetera. Now we have the metrics and the data to the go back and do some user training. And it's very interesting to see that the offices that were the higher revenue offices are actually the ones that pick up the phone when the customer calls, it pretty amazing how that works. The ones that were at the bottom end didn't really answer the phone.
Rich Brownlee: This is a really good slide that shows what it was before. Trevor mentioned there were ten apps that people were normally using. I can tell you that, internally, at our company, it was a lot more than that with no visibility on who was moving patient data, who was talking to whom. Like I said we had shared accounts, so we had a big campaign to identify and categorize people based on their role, so role-based security, understanding who that is. We engaged with Okta in order to make that happen. What we have now is a very stable platform through RingCentral and Okta to identify who is who, who they have access to, what data they have access to, we're now rolling out multi-factor identification this week with Okta for access to certain assets in the company.
Rich Brownlee: RingCentral platform has been very good. We can join from anywhere in the world from your cell phone without the complexity of having do PNN before, like we have before. We can easily share documents internally, on the collaboration side it's been awesome. I'm not just saying that because Trevor is here, it is, it has been really good because when I started, and David Baker will say this in 2017: why are we having phone problems? It was a challenge. I didn't think that I would join the company and all of a sudden phones are the biggest problem. Now we have happy customers, the collaboration is great which allows our internal customers to then service our doctor-owners and the patients.
Rich Brownlee: We are also Office 365 as well, we got away from the OnPrem environment. We shrunk out data center space by half. Moved two work days of Masker, as our model for Okta, we do have the integrations into Box, RingCentral of course, and we've rolled out things for self-service password reset, a lot of things that were happening before was very manual but the service desk had to address manually. We got away from the manual helpless desk situation and moved into a place where we have reduced the amount of incidents. The amount of time to repair has been reduced considerably.
Rich Brownlee: This is from 2018, the important thing to notice that's not really reflected int hat graph is that we added nearly 100 offices last year. So we've gone in the last few years from 9,000 employees to almost 12,000 this year. We've opened 104 offices this year and the incidents have gone down, the ability to self-service has and repair has allowed us to focus on the higher-value issues while increasing our customer satisfaction. All that while adding a couple thousand employees at the same time and opening nearly 100 offices. With that, I invite Trevor back up for what I think we have a Q and A session?
Atendee #1: Given that you're in the medical field are you a HITRUST certified organization or how do you handle compliance and regulatory concerns?
Rich Brownlee: We are going through the HITRUST certification. Yes, we are a considered medical so HIPPA compliance. We also, you know, use that compliance for payments that we do. But we are going through the HITRUST certification.
Atendee #1: And RingCentral has already been HITRUST certified as a platform or a service?
Rich Brownlee: Uh, it can be yes.
Atendee #1: Okay, and all the data is in transit through RingCentral or is there data at rest as well there?
Rich Brownlee: Uh, both.
Atendee #1: And so that passes encryption standards then as well?
Trevor: Yeah, so there's different ways that data passes through the RingCentral network. Let's just talk about the U-CASS capability because contact center is different. For U-CASS if you choose to record conference calls, that rests within the RingCentral ecosystem. Not everyone chooses to do that, but obviously you can.
Moderator: Can you talk a little bit more about engaging patients and where they touch the platform and any identity things related to them?
Rich Brownlee: So, with the patients, how they engage with us, well, obviously through phone. We're looking at Omni-Channel with actually RingCentral, so one of the thing we're looking at for the contact center are agents to reach out to talk to the customers. Didn't matter if they wanted to come in through AIM or Facebook or the chat on our own website, that is something that we are developing this year. That's one that is a partnership that we're looking at with RingCentral on that.
Rich Brownlee: And the of course the phones are the other piece, which is pretty... you'd be surprised at how many people utilize the phone in scheduling and talking with their dentist. We're rolling out online scheduling this year while we're seeing a high usage of people under 40 using that, most of the other crowd are still calling us at 7:00 p.m. trying to make an appointment. But I can tell you, phones are not our top ten problems anymore.
Atendee #2: What kind of analytics do you capture for that patient engagement pieces on the phone?
Rich Brownlee: On the phone. The analytics... so if we have different marketing campaigns, with that different numbers of people calling in so we track that. We track what time of the day that call in, which office, because as it comes into the office not that it's all on the RingCentral platform we see from the office side coming in where before we didn't have that information. So what offices are calling in, where they're calling from, the number, if they're responding to the marketing campaign. And then outbound calls it could be marketing related, it could be appointment reminders, and obviously we try to tie that back to the patient in our patient records so that we understand different aspects around that.
Atendee #2: Is that tied to a Salesforce CRM or anything around...
Rich Brownlee: Yes, Salesforce. Correct.
Atendee #2: And so you've got both the clinical, patient-dental records mixed in with your CRM and marketing campaigns? Is that correct?
Rich Brownlee: So, the patient record is on PREM right now. So how our model works is that the dental office, we have doctor-owner model, is they have bought and set up their own practice. So you won't see Pacific Dental Services named anywhere, it's going to be whatever the doctor calls it. We're more of a silent partner if you will, we handle all of the back-end things. So the x-rays and the patient data, we have a local copy of the dental office, and then we also pull that back to our data center for a claims processing and then to ensure that that data is backed up if you will. There were some instances in Houston, when the storm came through, that the office got flooded, we were able to put patient data back on and get that off to RingCentral without loosing anything. That's a really nice thing that we provide for our supported practices. But we do the whole nine yards on the back end: phone all the way to engaging with the insurance companies, etcetera. So patient data as far as the x-rays and all that are on PREM, we do encrypt it and we do restrict access of course, but that does not... the patient data as far as x-rays and all that do not go into Salesforce.
Moderator: No more questions? Alright. Well let's give a big hand for our speakers.
Hear PDS Infrastructure and Operations Director Rich Brownlee and RingCentral CIO Trevor Schulze discuss firsthand what it takes to deliver a secure, consistent communications environment across 700 offices with RingCentral and Okta. Together, they have simplified the way PDS delivers superior patient experiences through its business services platform and drives true collaboration amongst clinicians and patients. Complexities of rigid, premises-based systems have been dismantled and critical IT resources freed, with secure texting, superior quality of service, robust reporting and easy system management.