Mobileyes-CBS-Casestudy

8/7/2019 Mobileyes-CBS-Casestudy

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Customer

Success

Story

Few organizational mandates are

as vital as managing a nation’s

blood supply. In Canada, this is the

sole mission o Canadian Blood

Services, a national not-or-prot

organization that has screened every

donor, tested and processed every

unit o blood collected in Canada

(outside o Quebec) since 1998.

The organization’s responsibilities

have also grown to include the

management o stem cell and

marrow supplies, and more recently,

national services or organ donation

and transplantation.

“Since taking over responsibility

or the blood system ten years ago,

Canadian Blood Services has worked

very hard at restoring public trust and

condence in the blood system” saysTerry Cairns, Chie Inormation Ocer

(CIO) at Canadian Blood Services.

“As we are trusted with a growing

mandate, we must show that our

business is mature and that we can

do things eciently and efectively,

within a responsible budget and

while maintaining the saety o

Canada’s blood supply.”

Balancing the sae management o

the blood supply with responsible

use o taxpayers’ money is a deningtheme or Canadian Blood Services

and or Cairns, who sees signicant

opportunities or achieving this goal

through enabling technologies.

“As a nationally recognized,

geographically dispersed

organization, we must improve

the way we share inormation.

I am ocused on how we can

use innovation to acilitate

communication, be more ecient,

transorm how our organization

operates – and play a leading role

in the blood services industry

worldwide.”

Transorming IT

In 2006, Cairns arrived at Canadian

Blood Services rom the private

sector, where business use o

technology tends to move at a

aster pace. Operating within stif

regulatory controls and with a scal

responsibility to taxpayers, Cairns and

his counterparts at peer organizations

agree that the industry tends to lagabout 10 years behind the private

sector in terms o IT innovation.

“We need to be compliant with

processes that involve a lot o paper

and ace-to-ace communication,” he

explains. “Saety is paramount here

and all o our decisions are based on

that. Our main system manages the

blood supply across Canada. When I

arrived, everything that was in place

here in terms o IT was in support o

process.”Yet, Cairns saw many opportunities

to improve eciencies in the way

Canadian Blood Services conducts

arguably its most undamental

business activity: communicating.

Canadian Blood Services is a centrally

managed, nationally dispersed

Technology Push at Canadian Blood Services

About Canadian Blood

Services

Type: Not-or-prot, charitable

organization

Mission: Manage the bloodand blood products supply or

Canadians

Size: ~4,700 employees across

Canada

Responsibilities:

Collects and processes donor

blood

Manages OneMatch Stem Cell

and Marrow Network

Screens donors and tests all

blood and blood products

collected

Ensures that Canadian

transusion medicine research

and development remains at

the cutting edge

Website: www.bloodservices.ca

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organization. Executives and doctors

on the executive staf reside and work

rom nearly all o the country’s major

cities. Regional supervisors oversee

the local activities o thousands o

eld staf and volunteers that work rom donor clinics and labs speckled

throughout each province.

“From ront-line staf in clinics

and hospitals to executives,

manuacturing staf, testing labs,

national contact center agents

– everyone is a stakeholder in

communications in an organization

like Canadian Blood Services,” Cairns

notes. “A crisis like a shortage o blood

in one province creates a chain o

events throughout the country torespond to the challenge, and that

chain reaction is driven by time-

sensitive communication.”

Given the organization’s broad

geographic prole, Cairns ound

Canadian Blood Services’ traditional

means o communication

– telephone, email and ace-to-ace

– costly and sometimes cumbersome

endeavours, particularly given the

sometimes urgent nature o the

communication. In times o crisistelephones and email can become

too overloaded to be efective. For

other critical communication – like

the ongoing training that must be

provided to eld staf to ensure

regulatory compliance – there is a

high cost o travel or trainers to reach

such a widely dispersed eld.

He began to ormulate and execute

a vision in which inormation

technology – and particularly

communications technology – would

transorm the organization.

Stepping Stones

Cairns’ rst move was to introduce

video conerencing, domestic web

streaming, and wireless laptops to

executives and managers at Canadian

Blood Services. “Face-to-ace video

conerencing has already resulted in

less travel or executive meetings and

interviews”, he reports. “Our executives

and managers are now able to use

laptops in hotel rooms and airports

to be more productive. These are veryinnovative steps or our organization,

although it’s old news in the business

world at large.

Despite these steps orward, Cairns

knows that much more can be done

to ully enable Canadian Blood

Services in its most critical roles

in Canada. When Cairns arrived

at Canadian Blood Services, the

executives each had a BlackBerry.

“BlackBerries are largely seen

as executive perks in manyorganizations, and that dampers

innovation. To truly innovate, we have

to demonstrate that these types o

devices are merely tools that can be

used in ways that actually improve the

business.”

He had been looking or an

application that would help him draw

that picture in a way that others at

Canadian Blood Services could grasp.

He ound it in a BlackBerry-based

Push-Cast solution rom Mobileyes –the same vendor that he worked with

on the video conerencing solution at

Canadian Blood Services.

The mobile content delivery solution

can be used to “push” several types

o content to BlackBerry devices,

including video, audio clips,

PowerPoint and text. But what truly

sparked Cairns’ imagination is the

ability to diferentiate high-value

or high-priority content rom other

types, to push it out to segmented

audiences, and to veriy that the

content has been consumed.

“When I was rst introduced to this

application it took me about 10

seconds to recognize the power

it could have at Canadian Blood

Services,” Cairns recalls. He and

Top Solution Benefts

The Mobileyes solution will help

Canadian Blood Services to:

Fulll its mission – moreeciently manage blood

donations and blood supply

in Canada

Improve eciency –

communicate priority, time-

sensitive inormation in real-

time to specic audiences

Stay top o mind – push

timely communications

to donors, corporate

donors, partners, peers

and shareholders as well as

managers and staf

Reduce costs o travel

– augment or replace many

meetings, interviews, and

training sessions

Ensure compliance

– track content access,

usage, completion and

comprehension tracking

Expand marketing and

undraising – enable opt-in

advertising

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MOBILEYES CUSTOMER SUCCESS STORY (continued)

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Mobileyes are now working to drat

the blueprint or widespread use

o the solution at Canadian Blood

Services, including:

Crisis communication

During blood shortages, in the

event o a pandemic or when the

blood system is threatened by new

inectious diseases, and when other

disaster situations tax the blood

supply, Cairns envisions the solution

being used to rapidly communicate

the most critical inormation to the

right people in easily consumable

ormats. Executive updates would

be pushed to Canadian Blood

Services executives to keep themully inormed as they conducted

emergency meetings and press

conerences throughout the

country. Requests or support would

be video-recorded by the CEO

and sent with urgency to peer-

organizations in other countries.

Tactical messages ocused on

setting up emergency donor clinics

would be targeted at employees in

the eld.

Training and complianceThe solution could save Canadian

Blood Services hundreds o

thousands o dollars in the cost o

sending trainers across the country

by instead pushing certain training

modules via video to eld staf.

Regular training on topics such as

proper hand washing and use o re

extinguishers is required by law, and

the training department is looking

into the easibility o delivering

such training by video push-cast

to BlackBerry devices. In addition

to making training more available

and convenient to consume during

down-time in the eld, the solution

would provide the necessary

compliance verication that specic

individuals did indeed watch the

video.

Mobile donor

Canadian Blood Services can

enhance its donor recruitment

eforts by pushing out messages to

regular blood donors when specicblood types are required. Based

on the demographic inormation

that Canadian Blood Services

already collects on its donors, these

messages could be targeted to

individuals with specic blood types

in particular locations – a ar less

costly method o soliciting blood

donations than purchasing mass

media advertising.

Mobile giving

The solution can transorm the wayCanadian Blood Services conducts

undraising by connecting its

corporate donors to its broad base

o individual donors in a mutually

benecial opt-in advertising

relationship. Individual blood

donors with BlackBerry devices

could help raise money or Canadian

Blood Services by agreeing to view

weekly or monthly advertisements

pushed to them by Canadian

Blood Services on behal o the

organization’s corporate donors.

The solution is able to veriy when

an advertisement or message is

successully viewed, and or every

ad viewed, the corporate sponsor

would pay Canadian Blood Services

an advertising ee.

Fostering organizational

culture

Cairns recognizes an opportunity

to have a signicant impact on

the way Canadian Blood Servicesdevelops an organizational culture

by pushing out Town Hall sessions

and departmental updates. “To

oster an organizational culture

rom the CEO on down, there needs

to be immediate and pervasive

communication. In some settings,

Key Solution Features

The Mobileyes solution will

provide Canadian Blood Services

with:

Authoring and management

o media-rich content

(audio, video, text, enhanced

graphics and animation)

Push-cast capability to RIM

BlackBerry devices

Tracking o content access,

usage, completion and

comprehension

Real-time one-to-many

communication

Ability to segment and target

recipient audiences

Integration with other

Learning Management

Systems and ERP (SAP/Oracle)

Content optimized or each

recipient BlackBerry deviceand screen

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CANADIAN BLOOD SERVICES

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