Driving On-Base Efficiency and Customer Experience with Technology

By Yoni Lavi, CEO and Founder, Qtrac

When the Air Force launched its Digital Air Force initiative in 2019, the goal was to revamp, standardize, and innovate its digital processes from the top down. The readiness benefits of the initiative are obvious, but it also highlights the need for consistent IT and good data throughout not just the Air Force, but at each department on every base in all branches of the military.

Unfortunately, the commitment to digital processes doesn’t always trickle down to seemingly less important non-combat base functions. A fighter pilot works with cutting-edge aircraft but runs into difficulty getting maintenance to fix an electrical issue on their family’s base housing. An intelligence specialist knows another nation’s technical capabilities but can’t figure out how long their family will be forced to wait in line to get a prescription filled at the base pharmacy.

Focusing on technology for non-essential departments may seem less of a priority, but it is nonetheless important for the servicemembers and families that rely on those departments to get through their days. Software upgrades not only deliver a better experience for everyone involved but also give bases a way to attain consistency, set KPIs, and drive efficiency.

Experience Matters

Although referring to military families (as well as civilian personnel) as “customers” may sound odd, the connection makes sense. Servicemembers choose to enlist and civilians choose their military jobs over the private sector—similar to how customers choose to patronize a business. All expect the best service possible; active military, it can be argued, deserve the best service possible in return for their commitment to protecting our country.

Unfortunately, that isn’t always the case. Support services processes—and the technology that drives those processes—may vary from department to department and base to base. With each base being its own unique entity, this shortcoming isn’t unusual, but the extent of how behind the times some departments are is startling. Digital processes may be simplistic if any exist; too many base offices are still using a ledger and pencil to record appointments.

Moreover, without technology, barely any data is created for departments and the base to benefit from. For example, do long lines at the payroll office mean it’s understaffed or just an anomaly on certain days? Without good tech, that answer may be difficult to ascertain.

Bridging the Gap

Implementing new technology and streamlining and integrating current processes creates a consistency that military families appreciate and thrive off. Achieving this in one office is an improvement. Achieving it across the base assures “customers” of a familiar, more efficient day-to-day experience. Achieving it across multiple bases—that’s a lofty vision, but the benefits are too game-changing to ignore. At the bare minimum, a family that moves to a new base is already dealing with plenty of changes; knowing they can easily fill a prescription or make a support appointment is one less thing for them to worry about.

The efficiency element of this tech goal cannot be overlooked. If, for example, a department can cut wait times by 20 percent, that’s more work that can be completed in the same amount of time.

As already stated, good IT produces huge amounts of data and operational intelligence on the back end that drive performance, planning, and KPIs. Enterprise-level reporting takes the guesswork out of many decisions while, ultimately, charting a path in which customers are served better and the people serving them feel more empowered to deliver a great experience.

Five Software Factors to Consider

A challenge bases face is actually implementing new software and IT solutions that create efficiency and enhance the customer experience. These five considerations can get the process rolling:

• Hardware-agnostic software: Adapting software to existing hardware is much easier than trying to standardize the hardware itself. Agnostic software is less cost-prohibitive and easier to maintain.
• High configurability: Although each office may ask for name and rank, the questions asked afterward vary greatly. Highly configurable software adapts to each department’s needs while still playing nice with other departments and systems.
• Flexibility: The needs of each department and base inevitably change, and software should be able to roll with those changes. Flexible, scalable solutions ensure personnel won’t be stuck with a system that fails to get the job done or produce any actionable data.
• Ease of use: Intuitive solutions ensure servicemembers and their families aren’t intimidated by the software and will use and embrace it. Moreover, the personnel on the administrative side of the software must feel comfortable with it to achieve the efficiency it can realize.
• Rapid deployment: Although “rapid” is a relative term, spending months or years implementing software runs the risk of it being obsolete, no matter how configurable or flexible it is. If speed can be achieved without cutting corners, the benefits of a new solution can be implemented sooner.

Technical considerations aside, the customer experience still resides at the heart of any effort to improve support on base for servicemembers and their families. Repeated outstanding experiences are remembered when re-enlistment comes up, just as poor experiences are. Updated, modern technology solutions build deeper connections while showing respect for military personnel—respect that goes a long way when they are considering their future serving their country.

CEO and Founder of Qtrac Yoni Lavi is responsible for the global operations of the company, bringing more than 10 years of experience. His experience and leadership have been focused on developing and delivering technology-driven business services and solutions, providing outstanding client service, and driving profitable revenue growth. Yoni has successfully led strategic growth efforts at Qtrac in a variety of industries including retail, airline, construction, transportation, government, hospitality, banking, education, stadium and arena, healthcare, and entertainment.