Hackensack Meridian Health (HMH) executive Mark Eimer explains how an ambitiously-timed rollout of a comprehensive suite of Google products helped the entire organization—from doctors to IT staff—achieve better security, cultivate a more equitable work environment, and ultimately, improve patient outcomes.

How does a recently merged, 17-hospital healthcare system fast-track a platform migration and hardware rollout securely and in a way that improves work for everyone, regardless of location or role? These are the questions that kept me up at night in early 2020, when the pandemic demanded a “big bang”—something our legacy laptops and operating systems couldn’t handle.

We began our work with Google in 2020 with the adoption of Chrome as our default browser. As we migrated platforms, keeping patient data safe was of the utmost importance to us, along with providing every staff member with the tools they needed to work virtually. Our staff often experienced issues accessing our web-based applications using Internet Explorer or Edge Browser, a problem that went away when we switched to Chrome. Chrome’s versatile compatibility also made it easier for my team to migrate all of our web-based operations, and Chrome’s security and manageability were key components to making this switch a huge win for the organization.

The success of this migration led us to extend our Google partnership to patient care applications—where Google’s expertise in AI and ML helps scale the use of diagnostics tools and improve other aspects of the patient journey.

Achieving security at every step 

Like so many other healthcare organizations, we’ve been concerned about ransomware attacks. This is part of why we moved to Google Workspace and distributed over 3,000 Chrome OS devices in kiosk mode in March of 2020, when many of us went remote due to the pandemic. We were very concerned about team members accessing corporate applications through home devices that were running EOL operating systems (WIN7), as well as a general lack of antivirus and encryption measures.

We were protected by the fact that Google’s software and hardware both had built-in security features that we needed to stave off sophisticated attackers. For example, Chrome OS automatically updates to the latest security update and encrypts data living outside the cloud on the hardware. These features protected us from security-related disruptions, letting us securely move a huge library of file shares and emails across thousands of accounts to Google Chrome OS in just four months.

A year later, in March 2021, we migrated the enterprise over to Google Workspace and saw an immediate reduction in spam by 30% from the inherent built-in AI/ML. This meant staff were less likely to receive (and click through) phishing attempts. My team could connect, create, and collaborate easily and securely—even as more of us were working from home and needed to access sensitive data remotely. 

Leveling the playing field

As an organization, we were surprised by how many team members didn’t have personal computers at home. We quickly decided that if we needed team members to work from home, the health network would have to supply hardware. Chromebooks’ lower price tag compared to PCs—on top of their built-in security controls—allowed us to purchase, deploy, and support that initial distribution of 3,000 Chromebooks to team members in less than three weeks, providing devices to every eligible remote employee instead of just a select few. This was vital to reaching our equitable technology goal as part of our diversity and inclusion initiative: everybody has the same tools to do good work.

When all employees have what they need to do their jobs well, we get better patient outcomes. Before we began this cloud adoption journey, patient and staff experiences were different within the hospitals and outside of them. 

Now it’s the same wherever our staff is, and we’ve seen efficiency and accessibility benefits extend to the patient side. For example, we built a web-based contact center that supports 80 locations that use Workspace and Chrome OS devices. Since customer service, admin, and providers are all on the same system, it has become a one-stop shop for patients.

Furthermore, through the Grow with Google program, we were able to provide another benefit to employees that drove our equity goals. Google trained 50 non-IT staff members—from environmental services, food and nutrition, and other non-tech areas who were interested in making a career change to IT—on the Google products we were using. They may not have thought about switching to a career in IT before the Grow with Google program came to our organization, but through this partnership, they now have that opportunity.

A strategic, long-term partner

With any large-scale rollout, the work doesn’t end once laptops are in employee hands. Google has shown their commitment to long-term collaboration as they continuously optimize their products for the unique needs of healthcare providers and go the extra mile in tailoring tools to our staff’s workflows. 

For example, on the Chrome OS side, the Google team has helped our registration desks and document centers with device integration for hardware like credit card readers and e-signature pads. They’ve also helped us meet security and privacy requirements mandated by state and federal governments around HIPAA, Medicaid, and Medicare reimbursements. Over this next year, we’ll look at a feature roadmap with Google Cloud to deliver further enhancements, iterating on the product itself to meet our needs for the present and the future.

Delivering the future of healthcare

The benefits we’ve seen around security and usability—and the ability to provide all staff with equal access to Google’s technology—are why we’re expanding our partnership with Google to both the administrative and clinical sides of HMH. In addition to further Google rollouts with corporate, next year we’re distributing Chromebooks to all 350 of our ambulatory clinics.

We’re also working with the Google professional services team to create a custom AI model that analyzes 3D mammogram images. This AI model will enable two providers to read mammograms—which adheres to international best practices but is currently rare in the US—without requiring additional time. Conducting double readings of mammograms will yield better health outcomes for our patients, such as a lower patient recall rate and an increased accuracy in detecting breast cancer.

We’re currently building the model using a variety of Google Cloud products, including Cloud Healthcare API. Once complete, this model is expected to be trained, deployed, and maintained in Google’s Vertex AI, allowing our providers to be more productive as they make clinical decisions with AI support. As the model is proven over time, we plan to make the predictive services accessible to other healthcare organizations.

With Google, we’re able to achieve a unified architecture for storing data as well as training and deploying AI models, which enable our staff to work more efficiently and securely from anywhere. While I may not be able to predict the future as accurately as AI can, I foresee our continued partnership with Google as a key part of HMH’s improved provider and patient outcomes.

When you choose to run your business on Google Cloud you benefit from the same planet-scale infrastructure that powers Google’s products such as Maps, YouTube, and Workspace. 

We have picked 10 ways in which Google Cloud Infrastructure services outshine alternatives in the market in how they simplify your operations, save money, and secure your data. 

1. Custom Machine Types means no wasted resources

Compute Engine offers predefined machine types that you can use when you create a VM instance. A predefined machine type has a preset number of vCPUs and a preset amount of memory; each type is billed at a set price as described on the Compute Engine pricing page. 

If predefined machine types don’t meet your needs, you can create a VM instance with a custom number of vCPUs and custom amount of memory, effectively building a custom machine type. Custom machine types are available only for general-purpose machine families. When you create a custom machine type, you are deploying a custom machine type from the E2, N2, N2D, or N1 machine family on GCP.  No other leading cloud vendor offers custom machine types so extensively.

Custom machine types are a good idea for workloads that aren’t a good fit for the predefined machine types and for workloads that require more processing power or memory but don’t need all of the upgrades provided by the next machine type level. This translates into lower operating costs.   They are also useful for controlling software licensing costs that are based on the number of underlying compute cores. 

Jeremy Lloyd, Infrastructure and Application Modernization Lead at Appsbroker, a Google partner: 

“Custom machine types coupled with Google’s StratoZone data center discovery tool provides Appsbroker with the flexibility we need to provide cost efficient virtual machines matched to a virtual machine’s actual utilization. As a result, we are able to keep our customers’ operating costs low while still providing the ability to scale as needed.”

2. Compute Engine Virtual Machines are optimized for scale-out workloads 

For scale-out workloads, T2D, the first instance type in the Tau VM family, is based on 3rd Gen AMD EPYC processors and leapfrogs VMs for scale-out workloads of any leading public cloud provider today, both in terms of performance and price-performance. Tau VMs offer 56% higher absolute performance and 42% higher price-performance compared to general-purpose VMs from any leading public cloud vendor (source). The x86 compatibility provided by these AMD EPYC processor-based VMs gives you market-leading performance improvements and cost savings, without having to port your applications to a new processor architecture. Sign up here  if you are interested in trying out T2D instances in Preview. 

For SAP HANA, Google Cloud has demonstrated with SAP how we can run the world’s largest scale-out HANA system in the public cloud (96TB).   With such innovation, you are covered as your business grows exponentially.

3. Largest single node GPU-enabled VM

Google is the only public cloud provider to offer up to 16 NVIDIA A100 GPUs in a single VM, making it possible to train very large AI models. Users can start with one NVIDIA A100 GPU and scale to 16 GPUs without configuring multiple VMs for single-node ML training, without crossing the VM layer. 

Additionally, customers can choose smaller GPU configurations—1, 2, 4 and 8 GPUs per VM—providing the flexibility to scale their workload as needed. 

The A2 VM family was designed to meet today’s most demanding applications—workloads like CUDA-enabled machine learning (ML) training and inference, for example. This family is built on the A100 GPU which offers up to 20x the compute performance compared to the previous generation GPU and comes with 40 GB of high-performance HBM2 GPU memory. To speed up multi-GPU workloads, the A2 VMs use NVIDIA’s HGX A100 systems to offer high-speed NVLink GPU-to-GPU bandwidth that delivers up to 600 GB/s. A2 VMs come with up to 96 Intel Cascade Lake vCPUs, optional Local SSD for workloads requiring faster data feeds into the GPUs and up to 100 Gbps of networking. A2 VMs provide full vNUMA transparency into the architecture of underlying GPU server platforms, enabling advanced performance tuning. Google Cloud offers these GPUs globally. 

4. ​​Non-disruptive maintenance means you worry less about planned downtime

Compute Engine offers live migration (non-disruptive maintenance) to keep your virtual machine instances running even when a host system event, such as a software or hardware update, occurs. Google’s Compute Engine live migrates your running instances to another host in the same zone without requiring your VMs to be rebooted. Live migration enables Google to perform maintenance that is integral to keeping infrastructure protected and reliable without interrupting any of your VMs. When a VM is scheduled to be live-migrated, Google provides a notification to the guest that a migration is imminent. 

Live migration keeps your instances running during:

• Regular infrastructure maintenance and upgrades
• Network and power grid maintenance in the data centers
• Failed hardware such as memory, CPU, network interface cards, disks, power, and so on. This is done on a best-effort basis; if a hardware component fails completely or otherwise prevents live migration, the VM crashes and restarts automatically and a hostError is logged.
• Host OS and BIOS upgrades
• Security-related updates
• System configuration changes, including changing the size of the host root partition, for storage of the host image and packages

Live migration does not change any attributes or properties of the VM itself. The live migration process transfers a running VM from one host machine to another host machine within the same zone. All VM properties and attributes remain unchanged, including internal and external IP addresses, instance metadata, block storage data and volumes, OS and application state, network settings, network connections, and so on. This has the benefit of reducing operational and maintenance overhead, helps you build a more robust security posture where infrastructure can be consciously revamped from a known good state and minimizes risks for advanced persistent threats. 

Refer to Lessons learned from a year of using live migration in production on Google Cloud from the Google engineering team.

5. Trusted Computing: Shielded VMs guard you against advanced, persistent attacks

Establishing trust in your environment is multifaceted, involving hardware and firmware, as well as host and guest operating systems. Unfortunately, threats like boot malware or firmware rootkits can stay undetected for a long time, and an infected virtual machine can continue to boot in a compromised state even after you’ve installed legitimate software. 

Shielded VMs can help you protect your system from attack vectors like:

• Malicious guest OS firmware, including malicious UEFI extensions
• Boot and kernel vulnerabilities in the guest OS
• Malicious insiders within your organization

To guard against these kinds of advanced persistent attacks, Shielded VMs use:

• Unified Extensible Firmware Interface (UEFI) BIOS: Helps ensure that firmware is signed and verified
• Secure and Measured Boot: Helps ensure that a VM boots an expected, healthy kernel
• Virtual Trusted Platform Module (vTPM): Establishes root-of-trust, underpins Measured Boot, and prevents exfiltration of vTPM-sealed secrets
• Integrity Monitoring: Provides tamper-evident logging, integrated with Stackdriver, to help you quickly identify and remediate changes to a known integrity state

The Google approach allows customers to deploy Shielded VMs with only a simple click, thereby easing implementation. 

6. Confidential Computing encrypts data while in use

Google Cloud was a founding member of the Confidential Computing Consortium. Along with encryption of data in transit and at rest using customer-managed encryption keys (CMEK) and customer-supplied encryption keys (CSEK), Confidential VM adds a “third pillar” to the end-to-end encryption story by encrypting data while in use. Confidential Computing uses processor-based technology that allows data to be encrypted in use while it is being processed in the public cloud. Confidential VM allows you to to encrypt memory in use on a Google Compute Engine VM by checking a single checkbox. 

All Confidential VMs support the previously mentioned Shielded VM features under the covers—you can think of Shielded VM as helping to address VM integrity, while Confidential VM addresses the memory encryption aspect which relies on CPU features. With the confidential execution environments provided by Confidential VM and AMD Secure Encrypted Virtualization (SEV), Google Cloud keeps customers’ sensitive code and other data encrypted in memory during processing. Google does not have access to the encryption keys. In addition, Confidential VM can help alleviate concerns about risk related to either dependency on Google infrastructure or Google insiders’ access to customer data in the clear. 

See what Google Cloud partners say about Confidential Computing here. 

7. Advanced networking delivers full-stack networking and security services with fast, consistent, and scalable performance

Google Cloud’s network delivers low latency, reduces operational costs and ensures business continuity, enabling organizations to seamlessly scale up or down in any region to meet business needs. Our planet-scale network uses advanced software-defined networking and security with edge caching services to deliver fast, consistent, and scalable performance. With 28 regions, 85 zones, and 146 PoPs connected by 16 subsea fiber cables around the world, Google Cloud’s network offers a full stack of layer 1 to layer 7 services for enterprises to run their workloads anywhere. Enterprises can be assured that they have best-in-class networking and security services connecting their VMs, containers, and bare metal resources in hybrid and multi-cloud environments with simplicity, visibility, and control. 

Google Cloud’s network has protected customers from one of the world’s largest DDoS attacks at 2.54 Tbps. With our multi-layer security architecture and products such as Cloud Armor, our customers ran their business with no disruptions. Furthermore, our recent integration of Cloud Armor with reCAPTCHA Enterprise adds best-in-class bot and fraud management to prevent volumetric attacks. Cloud Armor is deployed with our Cloud Load Balancer and Cloud CDN, extending the secure benefits at the network edge for traffic coming into Google Cloud so customers have security, performance, and reliability all built in. Furthermore, we are excited to offer Cloud IDS in preview, which was co-developed with security industry leader, Palo Alto Networks, to run natively in Google Cloud. 

Our advanced networking capabilities also extends to GKE and Anthos networking. With the GKE Gateway controller, customers can manage internal and external HTTPS load balancing for a GKE cluster or a fleet of GKE clusters with multi-tenancy while maintaining centralized admin policy and control. Unlike other Kubernetes offerings, we offer eBPF dataplane which brings powerful tooling such as Kubernetes network policy and logging to GKE. eBPF is known to kernel engineers as a “superpower” for its unique architecture to load and unload modules in kernel space, and now this capability is built in with Google Cloud networking. 

For observability and monitoring, our customers deploy Network Intelligence Center, Google Cloud’s comprehensive network monitoring, verification and optimization platform. With four key modules in Network Intelligence Center, and several more to come, we are working towards realizing our vision of proactive network operations that can predict and heal network failures, driven by AI/ML recommendations and remediation. Network Intelligence Center provides unmatched visibility into your network in the cloud along with proactive network verification. Centralized monitoring cuts down troubleshooting time and effort, increases network security and improves the overall user experience.  

8. Regional Persistent Disk for High Availability

Regional Persistent Disk is a storage option that provides synchronous replication of data between two zones in a region. Regional Persistent Disks can be a great building block if you need to ensure high availability of your critical applications as they offer cost-effective durable storage and replication of data between two zones in the same region. 

Regional Persistent Disks are also easy to set up within the Google Cloud Console. If you are designing robust systems or high availability services on Compute Engine, Regional Persistent Disks combined with other best practices such as backing up your data using snapshots enable you to build an infrastructure that is highly available and recoverable in a disaster. Regional Persistent Disks are also designed to work with regional managed instance groups. In the unlikely event of a zonal outage, Regional Persistent Disks allow continued I/O through failover of your workloads to another zone. Regional Persistent Disks can help meet zero RPO and near-zero RTO requirements and other stringent SLAs that your critical applications might require by maximizing application availability and protection of data during events such as host/VM failures and zonal outages. 

9. Cloud Storage’s single namespace for dual-region and multi-region means managing regional replication is incredibly simple

Similar to how Persistent Disk makes data more available by replicating data across zones, Cloud Storage provides similar benefits for object storage. Cloud Storage within a region is cross-zone by definition, reducing the risk that a zonal outage would take down your application. Cloud Storage adds to this by also providing a cross-region option that can protect against a regional outage and gets your data closer to distributed users. This comes in the form of Dual-region or Multi-region settings for a bucket. These are the simplest to implement cross-region replication offerings in the industry—just a simple button or API call to enable them. In addition to being simple to implement, they offer an added advantage of using a single bucket name that spans regions. 

This is unique in the industry. Competitive offerings currently require setting up and managing two distinct buckets, one in each region and they don’t offer the strong consistency properties Cloud Storage offers across regions. Operations and app development are burdened by this design. Google’s single namespace approach dramatically simplifies application development (the app runs on single region or dual/multi-region without any changes), and provides simpler application restarts and testing for DR.

10. Predictive autoscaling 

Customers use predictive autoscaling to improve response times for applications with long initialization times or for applications with workloads that vary predictably with daily or weekly cycles. When you enable predictive autoscaling, Compute Engine forecasts future load based on your Managed Instance Group’s history and scales out the MIG’s in advance of predicted load, so that new instances are ready to serve when the load arrives. Without predictive autoscaling, an autoscaler can only scale a group reactively, based on observed changes in load in real time. 

With predictive autoscaling enabled, the autoscaler works with real-time data as well as with historical data to cover both the current and forecasted load. Forecasts are refreshed every few minutes (faster than competing clouds) and consider daily and weekly seasonality, leading to more accurate forecasts of load patterns.

For more information, see How predictive autoscaling works and Checking if predictive autoscaling is suitable for your workload.

These are just a few examples of customer-centric innovation that set Google Cloud infrastructure apart.  Bring your applications and let the platform work for you.   

Get started by learning about your options for migration, or talk to our sales team to join the thousands of customers who have embarked upon this journey.

Acknowledgement

Special thanks to Dheeraj Konidena (Google) for contributing to this article.

Editor’s note: Today’s post is written by Hatim M, Chief Commercial Officer at BungkusIT. The on-demand delivery service delivers packages within the hour for one million customers across Malaysia and uses Google Maps Platform to create a seamless end-to-end delivery experience for its customers.

Imagine it’s the end of a long day at work, and you’re heading home for dinner as you look forward to a restful evening. Then just as you arrive at the doorstep, your phone buzzes with a message from a family member, asking if you could grab a carton of milk from the supermarket.

With moments like these in mind, we founded BungkusIT to alleviate the stress of everyday chores and give people a break from having to run seemingly mundane errands that can often be time-consuming. With so much to do and so few hours in a day, we want to make life simpler by providing our customers with an on-demand delivery service.

As a social enterprise, our mission is to create jobs and increase earning potential for BungkusIT roadies (those who run deliveries), while also increasing online visibility for  local small and medium enterprises through an e-commerce platform. As such, we don’t charge merchants a fee for being featured on our app. 

Our roadies help connect users with products and services that they need. Whether it’s picking up the keys you forgot, or buying a birthday cake for a loved one, our on-demand roadies can help accomplish your task quickly and efficiently. In fact, we’ve helped many seniors—a large and often underserved population—to run errands and provide last mile support.

Providing reliable service, 24/7

From the day we launched, our promise has always been to complete every task given to us within one hour. Google Maps Platform empowers us to fulfil this promise. We understand the importance of selecting a reliable mapping service from the get-go. After exploring different map products, we made the decision to go with Google Maps Platform due to its detailed and accurate location mapping system. With the support of our partner Searce, we’ve been able to quickly integrate all the relevant products on our platform and optimize our API calls.

On a day-to-day basis, our roadies rely on the Places API to navigate their journeys. It pinpoints the exact location set by customers so that our roadies can be sure they arrive at the correct destination. With so many small roads and alleys in Malaysia, it can be challenging to find the exact place based on an address. Dropping a pin on a specific location removes any confusion.

Because we price our services based on distance, it’s business critical to determine the exact distance of a location and the most efficient route to reach it. By automating that process with the Distance Matrix API, we can guarantee that customers don’t get overcharged, while making sure that we’re adequately compensated for our services.

Improving the user experience

At the end of the day, we want to make people’s lives easier. That’s why having an app that is intuitive is key. More than that, we want customers to be able to create a request as quickly as possible. By automatically completing the location a customer is typing after they’ve keyed in the first few characters, Place Autocomplete does that job for us. 

As a fairly young company, we’ve got a long way to go. I believe that we’ll continue evolving alongside Google Maps Platform and exploring the new features it has to offer. We’re already talking to global brands to expand our services and I’m confident that with Google Maps Platform as our maps partner, we will go a long way.

For more information on Google Maps Platform, visit our website.

Ocado is the world’s largest online-only grocery store. But Ocado isn’t your typical corner grocery store. For one thing, there’s no corner as we’re an online-only grocery retailer reaching British households, and now with a fast-growing non-food business alongside. Our customers shop online using our award-winning webshop or mobile apps and then their orders are picked and packed in one of our huge automated warehouses, the largest of their kind in the world; hours later, our vans deliver to their kitchens in one-hour delivery slots.

Google Workspace allows us to do things our way, wherever and whenever we want. Our staff use Gmail, Google Calendar and Google Drive to stay on top of their day to day work, and Google+ is helping our teams stay in touch, share information and build local communities. Ultimately, all of these tools help to make sure our customers get the groceries they order, on time and in the best possible condition.

But we didn’t stop there. We looked at other ways we could use Google’s technology to help us run our business and started using Google App Engine for building internal applications. For example, we used App Engine to create a new version of our “Where’s My Order” application, which our customers will soon be using to find out where their orders are within our production cycle. Once their order is on the road, the integration with Google Maps allows them to see exactly where their delivery van is. So we’re taking what used to be a chore, grocery shopping, and making it a simple experience that you can do from the convenience of your own home, or wherever you may be.

Our most recent project was on Google Compute Engine. Within our warehouses there are certain tasks that are repetitive and arduous for humans to do, like picking heavy six packs of bottled water into customer orders. So our robotics team is developing solutions that use robots to automate these sorts of tasks and thus release staff for other more important work. But these robots need sophisticated 3D vision systems to enable them to see what they are doing. These are very computationally intensive applications and by providing the instantly flexible and scalable computing power to crunch all those numbers, Compute Engine provided the perfect solution. And, we are already using the cloud to store and process some of the huge volumes of data that our business spits out every minute.

But with an eye to future growth and international expansion, we have plans to use Compute Engine and Cloud Storage to move other parts of our production systems to the cloud. So walk into an Ocado warehouse in the future and you might run into a robot if you’re not careful. Like I said, we’re not your typical corner grocery store.

*Google Workspace was formerly known as G Suite

Founded in 1853, clothing company Levi Strauss & Co. gained fame for their Levi’s® denim jeans. Over 150 years later, Levi’s is a globally-recognized brand that sells jeans and other apparel in more than 3,100 retail stores across 110 countries.

The summary

During the COVID-19 pandemic, Levi’s saw that their shoppers were investing more time in pre-purchase research. They realized that being able to provide customers with information around the clock in an easily accessible way could greatly improve interest, engagement, and eventually purchase behavior. In June 2020, Levi’s partnered with customer experience automation provider Linc Global to integrate Google’s Business Messages into Levi’s customer experience (CX) strategy and cross-channel chat experiences. Business Messages soon brought in customer satisfaction (CSAT) scores of over 85 percent, and drove 30x more store-related questions than Levi’s onsite web chat. In addition, most Business Messages conversations occurred outside store hours, allowing Levi’s to respond to inquiries more quickly.

The challenge

Levi’s knows customers want to drive these interactions on their own terms and timelines— and on their own preferred communications channel. With store hours often impacted by the pandemic, the company needed 24/7 service to answer the 30% increase in off-hours shoppers. Google’s Business Messages allowed customers to connect with Levi’s without visiting the website, going to a store or making a phone call. Anisa Kumar, VP Global DTC says, “Rolling out CX automation on web chat provided a new way for customers to find answers to their pre purchase and other questions that regularly resulted in a call to customer service. Launching with Google’s Business Messages was the logical next step in providing our customers with a best-in-class customer experience.”

The approach

Levi’s worked with Linc Global, a CX automation platform, to set up Google’s Business Messages on Google Maps for five, then 50, stores, before expanding to more than 200 stores. “Customers can message us through Google Maps even after stores are closed. They can search for products and see product information and availability at their local store, plus get details about hours and COVID-19 related updates to make shopping easier,” said Kumar. The company then added Business Messages on Google Search for a rich messaging experience that synchronized with their regular webchat channel. “Consumers can have their entire messaging experience be on Google—and then visit our website or a physical store to complete a purchase recommended to them in Business Messages,” says Rico Arrastia, VP Product & Experience at Levi Strauss & Co.

The results

Two months after launching Google’s Business Messages, Levi’s CSAT scores for the channel surpassed 85%. And four months after launch, Levi’s found that this new channel drove 30x more store-related questions than web chat.

Additionally, Levi’s noted that 31% of Business Messages conversations were product-related, indicating that shoppers preferred targeted engagement to unstructured browsing. For Levi’s, Business Messages helps cross-sell or suggest products to customers based on an individual’s past purchases, personal information, and behaviors.

Levi’s is now a big proponent of Business Messages as a way to meaningfully engage with customers and stand out from other brands. Arrastia shares, “Business Messages not only creates a stronger customer experience but also enables us to do a much better job at ‘hearing’ shoppers.”