Customer Service in the Age of the Connected Customer

Customer Service in the Age of the Connected CustomerMary Wardley

Program Vice President

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Interacting Inside and Out

“Any tool that favors the people who are

inside your network or organization is on the

wrong side of history” – Phil Libin,

Evernote Founder.


Empowered Customers

are Demanding Targeted

Contextual Interactions

Beyond “Traditional”

Service

Always Connected Customers

In-Bound versus

Out-bound

‘Things’ as customers

Massive Growth in Customer Data

Changed Sales

Processes

Social Networks “Trusted Source”

Self Educating Customers - B2B & B2C


Our Expectations are Interconnected

Employees

Management

PerceptionSocialAcceptance

Changing WorkforceDynamics


5.5%

34.8%31.2%

18.9%

9.6%

Random Projects Nascent culture change

Linking internal processes and CX

Aligned experiences Enterprisewide strategic advantage

Loss of customer goodwill, negative public communication, and competitive vulnerability

Positive customer responses; 5-10% of customer touch points provide direct customer feedback

100% of customer-facing employees on CX training path; 100% consistency in customer touch points

Employees perform to customer metrics; partners and suppliers trained as advocates; 40% of business processes pertain to CX

CX metrics drive broader corporate business metrics; 80-100% of corporate, supplier, and partner processes aligned to CX

Source: IDC CX MaturityScape Benchmark Survey, Feb 2016

IDC CX MaturityScape Benchmark


CustomerService

DigitalCommerce

Website,Chat

Contact Center

Technology

Supply Chain

Manufacturing

Inventory Management

Employee Talent

Management

Partner Information Assets

BPM

Federated Data

Embedded Analytics

Soci

alM

obile

CommunityPlatform

ESN

Accounting & Billing

ProductAvailability

Marketing

Sales

Front office view

Back office view

CX Technology Maturation – One Example


Keys to delivering CX:

Alignment of processes ensure that all relevant information is readily available and shared.

Presence across many channels of communication, including mobile devices, social networks, chat, etc.

Flexibility to manage exceptions, returned goods, and delivery issues

Great in-store / branch / outlet experience

Excellent and extensive customer self-service capabilities on web or mobile apps

Account representatives or relationship managers with strong knowledge of me as a customer and my company's engagement

Seamless collaboration experiences with other employees, customers, partners and suppliers

Personnel that are motivated, capable, and friendly

Consistent experience across different channels of interaction

Dynamic marketing with many offers, interesting content, discounts, and value add

0 5 10 15 20 25 30 35 40 45 50

(%)

Training employees properly for the job

Hiring the right employees

Finding and keeping qualified customer representatives

Utilizing customer data to identify trends and areas of improvement

Ensuring that customer inquiries are responded to, followed up upon, and documented

Ensuring that our employees, business partners, and suppliers have a unified view of each customer for all to be "on the same page"

Delivering a consistent customer experience across multiple communication channels

0 5 10 15 20 25 30 35 40

(%)

Challenges to delivering CX:

N= 419Source – IDC EXPERIENCES Survey, Jan 2015

We Know What We Need to Do But . . It’s Hard


Differences Between Survivors and ThriversThrivers use technology to

create efficiencies


Technology Payback

Technology has been a significant source of competitive advantage for my part of the organization.

Technology has been a steady contributor to ongoing operational effectiveness in my part of the organization

We have generally been disappointed with the return on our technology investments in my part of the organization.

0.0 20.0 40.0 60.0 80.0

Which one of the following statements best describes the overall impact of technology on your department in your

organization?

Total Survey Customer Service/Contact CenterCustomer Experience

N= 419Source – IDC EXPERIENCES Survey, Jan 2015


As businesses struggle with the requirement to provide consistency across all customer handling channels the demand for IT to step in to integrate existing customer service, sales, and support systems with digital access – including social media and communities -will increase. This will include activities such as integrating pre-built connectors and end-to-end process insight and analytics.

IT can offer thought leadership and its unique perspective of visibility across lines-of-business and new sources of data such as the social interaction graph. Delivering insights from the social interaction graph will create a feedback loop where account managers are informed of service issues and can have proactive customer conversations. As a differentiator, IT can offer their support in building the social interaction graph to understand customer behavior and align it to both service and support issues and the sales pipeline.

IDC Social and CX FutureScape 2017 – Prediction 3: Digitized SupportBy 2018, 50% of customer support interactions will be digitalized and/or occur in online communities


Drivers for Social & Customer Experience Connected conflict: Convergence of technology and privacy

Platform economy: The ecosystem battle for scale

Innovation impasse: Systems of record constrain evolution

DX: Technology-centric transformation altering business and society

DX delta: Industry leaders widen performance gap

Everything, everywhere: The rise of computer-based intelligence

Materialization: Revolutionizing industrial and commercial processes

For additional details on the above Drivers, please refer to report IDC FutureScape: Worldwide Social & Customer Experience 2017 Predictions (#US40342515)


Reaching Customers

N=700 Source: IDC Workforce Transformation Survey, February 2016

What do you believe will be the most important business priority for your organization in 12 months from now?

Interact with external audiences

Interact with internal business colleagues

Gather feedback or ideas from internal sources

Gather feedback or ideas from external audiences

Generate revenue through direct sales

Build strong relationships with employees

Advertise new products or services

Offer customer service and support

Generate leads

Gather information about new products and/or services

Recruit for jobs and new talent

Promote your company, product and/or brand

Build strong relationships with customers

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22%

4%

4%

4%

5%

6%

6%

6%

7%

7%

8%

8%

12%

20%


Most Challenging Tasks for Employees

Dropping everything to attend to partner that is at riskSharing information with business partners/suppliers

Finding information held in a business systemAccessing information held in a business system

Finding out when important system data has changedCreating content

Monitoring external social networks (facebook, twitter, blogs)Responding to external social networks (facebook, twitter, blogs)

Finding expertsSharing information with prospects/customers

Researching/gathering answers to questionsManaging ongoing partner relationship

Dropping everything to attend to customer that is at riskUpdating content

Keeping business partners up to dateUpdating information in business systems

Trying to resolve exceptions and approvals quicklyGetting up to speed on new process, product or technologyCollaborating with internal teams to get information needed

Managing ongoing customer relationship

0% 2% 4% 6% 8% 10% 12%

2%3%3%3%3%3%3%3%

4%4%

5%5%5%

6%6%

7%7%

8%9%

10%

N=700 Source: IDC Workforce Transformation Survey, February 2016

What is the most challenging task for you in terms of your daily job responsibilities? Include how frustrating the task is, time to complete task, etc.

Customer information is often in content or process

silos. The net result is customer service agents are unable to meet basic

customer relationship needs.


The Window is open – Prepare

Automated, contextual, personalized, flexible, intuitive, responsive, self-learning, cognitive, predictive, time independent, . . .

Com

plex

ity

Time

AI AR/VR

Stage 1 Stage 2 Stage 3


Intelligent Communication Need to intelligently connect people and other support technologies such as cognitive systems and artificial intelligence (AI) to help make decisions

1:1 and 1:Many Communication

User/ Data Interaction

Knowledge Representation Learning Reasoning

Natural Language Processing

Q&A Processing Dialogue Based Interaction Natural Language

Generation Structured Data Analysis Speech Recognition

Automated Content Aggregation

Knowledge Extraction Knowledge Base

Curation Knowledge Models &

Ontologies NoSQL Databases

Supervised Machine Learning

Unsupervised Machine Learning

Knowledge Graph Traversal

Ontology Based Reasoning


Takeaways

Customer service engagements must be met with transparency and contextual understanding.

Getting Closer with Customers

Intelligently designed and applied self-service is key lest we face a new wave of hated IVR systems

Smart Automated Assistance

Need to focus on customer engagement to connect departments, systems, and workflows to resolve the issues that customers call in for in the first place

Connecting Interactions to Issue

Resolution

Proactive Engagement

Service issue removal before occurrence through proactive analysis and communication.

Customer Experience

The organization is the experience. All personnel and the business decisions affect the customer.

© 2016 ServiceNow All Rights ReservedConfidential © 2016 ServiceNow All Rights ReservedConfidential

Rethinking CRM:

Holly Simmons

A Maturity Model for Delivering Proactive Customer Service

Sr. Director, Product Marketing, Customer Service Management

What does good customer service look like?

Effortless Connected Proactive

Engage Diagnose Fix

Existing customer service solutions are brokenA new way is needed

ServiceNow Approach

DiagnoseFix

Engage

Traditional Solutions

??

Engage

Introducing ServiceNow Customer Service ManagementGo beyond CRM to eliminate the reasons why customers call in the first place

Contact center management

EffortlessConnected

Proactive

Self-service

Customer product

database management

Cross-company

assignment

Issue resolution

Field service and custom processes

IoT watch & respond

Trend analysisCommunications

AutomationSingle platform

Easily engage

Assign and fix issues across the enterprise

Prevent calls

Customer satisfaction

Traditional Solutions

How does it work?Customer Service Management connects people, workflows, and systems

Case

Agent

Knowledge updatePartnerCustomer

Process changeField serviceEngineeringOperationsFinanceLegalSales…

Self service portal

Phone ChatEmail Social media

Preemptive communication

Root cause resolution

Automatically create case

Effortless: Engage easily Connected: Assign & fix issues Proactive: Prevent calls

I have a problem…

IoT (Monitor and respond)

Customer Service Management from ServiceNow

Powering Customer Service for the Digitally Connected Economy

Omni-ChannelEngagement

Service Management Infrastructure

Incident - Problem - Change - SLA - CMDB - Asset - Workflow - Collaboration - Mobile - Analytics - API

Customer Service Processes

Field ServiceWork Order

CustomerCase Account Contact Contra

ctEntitlement ProductPhone

Knowledge

Catalog Survey

Chat

Portal

Email

SMS

Publications

Epicor: System consolidation enables fast, effortless service

Results• Single system consolidating 10+

CRM systems and 50+ customer portals

• Better agent visibility for faster service

• Increased effectiveness and NPS

• Decrease in support concessions

NICE Systems: Connected service experience increases customer satisfaction

Results• Mean time to resolve tickets

reduced

• 8x reduction in ticket data entry time

• Faster resolution of root causes that drive improved customer satisfaction

• Faster delivery of trends and analytics

Effortless service with automation, self-service, and flexible engagement channels

Connected experience – people, workflow, systems – to resolve issues effectively

Proactive service to eliminate and prevent issues before customers call

123

Top TakeawaysServiceNow Customer Service Management enables:

Q & AJoin us for an upcoming webinar:

Frost and Sullivan and ServiceNow Present“Redefining CRM: From Reactive to Proactive Customer Service”When: December 14th at 8 am PT

Learn more about ServiceNow Customer Service Management atwww.servicenow.com/csm

http://www.servicenow.com/csm