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Redefining CRM: From Reactive to Proactive Customer Service
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Presenters
Terence Chesire Senior Director of Product ManagementServiceNow
Michael DeSallesPrincipal Analyst, Digital Transformation – Customer ContactFrost & Sullivan
#frostcrm
@tchesire
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Consumer Pain Points
• Sales Support• Quality Goods & Services• Complexity in Market• Technical Support Needs• Lackluster Service Delivery• Shipping Cost & Delivery• Product Availability• Rebates, Points & Rewards• Self Service Options
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The Changing Landscape: Customer Support and CRM
• Need for Speed and Convenience
• Anxious, Demanding Customers
• Shift to Web, Text-based and Video Solutions
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CRM and Support Trends
• Globalization
• Interoperability
• B2B vs. B2C Support
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Existing CRM Solutions Are Broken
Service Management ApproachCRM Approach
?
Engage
? Fix Diagnose
Engage
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Customer Service Landscape: What’s Changed?
Install Base (CMDB)
Root Cause (Problem)
Engineering
Operations
Other Departments
Field Services
Engage FixDiagnose
Customer
CRM Approach(e.g., Salesforce, Oracle, SAP, Zendesk)
Case
Self Service(Service Catalog)
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Introducing ServiceNow Customer Service ManagementTaking customer service beyond CRM
Traditional Solutions
Device Connectivity
EventManagement
Problem (RCA)
Incident
CaseAgent TechnicianWork
Order
Phone
Chat
Portal
Process
Knowledge
Partner Customer
ChangeImprovement
Repair
Operations
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Introducing ServiceNow Customer Service ManagementConnecting people, workflows, and systems to deliver superior customer service
Device Connectivity
EventManagement
Problem (RCA)
Incident
CaseAgent TechnicianWork
Order
Phone
Chat
Portal
Process
Knowledge
Partner Customer
ChangeImprovement
Repair
Operations
Effortless Connected
Proactive
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From Reactive to Proactive Customer ServiceThe Essential Capabilities Checklist
Provide an effortless service experience by allowing customers to engage when and how they want through self-service options
Make customer service a “team sport” by engaging the entire organization to solve problems
Find the root cause of issues and fix then fast by working seamlessly with engineering, operations, field service, and other departments
Capitalize on IoT and new technology to identify potential problems before customers do
Deliver an end-to-end customer service experience by integrating front- and back-end processes across customer service, problem and change management, asset management, and field service
Proactively identify opportunities and issues to develop new services and improve existing ones
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For a full recording of this presentation, visit: www.frost.com/crm
