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5 ways transforming your
customer care pays off in
steady business gains
Todd Idler
Sr. Manager, Product Marketing
Service...
2 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
Challenges in customer’s journey
Unable to help
themselves
Wh...
3 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
Challenges in customer’s journey
No permanent
solutions
Unabl...
4 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
Challenges in customer’s journey
No permanent
solutions
Needs...
5 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
Undesirable results for customer service leaders
Reduced
CSAT...
6 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
Engagement is not enough
Customer
Engagement
7 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
Service management is the missing piece
+ Service
Management
8 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
There is a better way
Service Management
Customer Service
Man...
9 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
A better way to deliver customer service
ServiceNow Customer ...
10 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
ServiceNow: Real value outcomes for our customers
200Cases g...
© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Ted Schadler, VP & Principal Analyst, co-author of The
Mobile Mind Shift and Em...
12© 2018 FORRESTER. REPRODUCTION PROHIBITED.
13© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Agenda
› Digital transformation means business transformation
› Digital rewri...
14© 2018 FORRESTER. REPRODUCTION PROHIBITED.
“You want to be customer-obsessed, not competitor-
obsessed. Customers are al...
15© 2018 FORRESTER. REPRODUCTION PROHIBITED.
What your
customers
want
What they
actually get
Digital lets you shorten the ...
16© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Over the next 12 months, digital transformation will
have the biggest impact ...
17© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Digital transformation means harnessing
digital assets and ecosystems to cont...
18© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Culture and platforms drive transformative change
19© 2018 FORRESTER. REPRODUCTION PROHIBITED.
“If we do not embrace digital
technology, we will fall behind the
competition...
20© 2018 FORRESTER. REPRODUCTION PROHIBITED.
“Digital technology has the potential
to massively lower the cost of
providin...
21© 2018 FORRESTER. REPRODUCTION PROHIBITED.
22© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Digital
Bolt-on is not
a transformative
strategy.
23© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Agenda
› Digital transformation means empowering people
› Digital rewrites th...
24© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Digital experience
Deliver experiences
that are easy, effective,
and emotiona...
25© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Experience-led transformation at Yorkshire Bank (a
subsidiary of Clydesdale B...
26© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Digital operations
Focus operations
on things
customers value.
Digital experi...
27© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Focus operations on agility in service of customers
28© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Employees are a huge part of
digital operations. You must
empower employees t...
29© 2018 FORRESTER. REPRODUCTION PROHIBITED.
How do you empower employees to solve the
problems of empowered customers?
› ...
30© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Digital innovation
Innovate at the
intersection of experiences
and operations...
31© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Experience-led transformation aligns the forces of
innovation to win, serve, ...
32© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Home Depot is spending $300 million on mobile and
$1.2 billion on distributio...
33© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Digital ecosystems
Build platforms and
partnerships to
accelerate and scale.
...
34© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Adopt and build platforms to accelerate and scale
your business
› Partnering ...
35© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Platform-enable your
differentiated
capability, but find
partners to co-
inno...
36© 2018 FORRESTER. REPRODUCTION PROHIBITED.
• Built it in 18 months
• Average time to buy a policy reduced from an
averag...
37© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Agenda
› Digital transformation means business transformation
› Digital rewri...
38© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Marketing and advertising solutions
• Marketing technology
• Advertising tech...
39© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Transforming customer care requires innovation at
the intersection of experie...
40© 2018 FORRESTER. REPRODUCTION PROHIBITED.
And remember that customer service is paramount
41© 2018 FORRESTER. REPRODUCTION PROHIBITED.
How to transform customer care
› Integrate service delivery across assisted a...
42© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Getting started . . .
› Get customer care stakeholders – all of them – into t...
43 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
Q & A
Thank you for joining us.
Todd Idler
Sr. Manager, Prod...
44 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
On-demand webinars
ON-DEMANDCheck out our on-demand webinars...
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5 Ways Transforming Your Customer Care Pays Off

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Learn about the five ways transforming your customer care pays off in steady business gains.

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5 Ways Transforming Your Customer Care Pays Off

  1. 1. 5 ways transforming your customer care pays off in steady business gains Todd Idler Sr. Manager, Product Marketing ServiceNow Ted Schadler Vice President and Principal Analyst Forrester Research Guest speaker:
  2. 2. 2 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Challenges in customer’s journey Unable to help themselves Why is my product not working? Search website Call Customer Service
  3. 3. 3 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Challenges in customer’s journey No permanent solutions Unable to help themselves Why is my product not working? Search website Call Customer Service No solution— issued case # When will this be fixed?
  4. 4. 4 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Challenges in customer’s journey No permanent solutions Needs not anticipated Unable to help themselves Why is my product not working? Search website Call Customer Service No solution— issued case # Calls customer service again When will this be fixed? Why am I telling you there is a problem?
  5. 5. 5 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Undesirable results for customer service leaders Reduced CSAT Lost Revenue Higher Costs $$
  6. 6. 6 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Engagement is not enough Customer Engagement
  7. 7. 7 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Service management is the missing piece + Service Management
  8. 8. 8 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. There is a better way Service Management Customer Service Management Customer Engagement + 8 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
  9. 9. 9 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. A better way to deliver customer service ServiceNow Customer Service Management ProactiveConnectedEffortless
  10. 10. 10 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. ServiceNow: Real value outcomes for our customers 200Cases generated daily via monitoring Effortless Connected Proactive >99% Decrease in case assignment time 15% Decrease in agent case creation as a result of adding self-service Other company names, product names, and logos may be trademarks of the respective companies with which they are associated.
  11. 11. © 2018 FORRESTER. REPRODUCTION PROHIBITED. Ted Schadler, VP & Principal Analyst, co-author of The Mobile Mind Shift and Empowered November 2018 The Digital Transformation of Customer Care
  12. 12. 12© 2018 FORRESTER. REPRODUCTION PROHIBITED.
  13. 13. 13© 2018 FORRESTER. REPRODUCTION PROHIBITED. Agenda › Digital transformation means business transformation › Digital rewrites the rules of business › Transform customer care to fulfill the promise of experiences
  14. 14. 14© 2018 FORRESTER. REPRODUCTION PROHIBITED. “You want to be customer-obsessed, not competitor- obsessed. Customers are always dissatisfied, and they always want more. If you’re competitor-obsessed and you’re a leader, you see everyone behind you and you slow down a bit. But customers pull you along.” Amazon CEO earnings letter, 2017
  15. 15. 15© 2018 FORRESTER. REPRODUCTION PROHIBITED. What your customers want What they actually get Digital lets you shorten the distance between . . .
  16. 16. 16© 2018 FORRESTER. REPRODUCTION PROHIBITED. Over the next 12 months, digital transformation will have the biggest impact on business
  17. 17. 17© 2018 FORRESTER. REPRODUCTION PROHIBITED. Digital transformation means harnessing digital assets and ecosystems to continually improve customer outcomes and, simultaneously, increase operational agility.
  18. 18. 18© 2018 FORRESTER. REPRODUCTION PROHIBITED. Culture and platforms drive transformative change
  19. 19. 19© 2018 FORRESTER. REPRODUCTION PROHIBITED. “If we do not embrace digital technology, we will fall behind the competition.”
  20. 20. 20© 2018 FORRESTER. REPRODUCTION PROHIBITED. “Digital technology has the potential to massively lower the cost of providing our services.”
  21. 21. 21© 2018 FORRESTER. REPRODUCTION PROHIBITED.
  22. 22. 22© 2018 FORRESTER. REPRODUCTION PROHIBITED. Digital Bolt-on is not a transformative strategy.
  23. 23. 23© 2018 FORRESTER. REPRODUCTION PROHIBITED. Agenda › Digital transformation means empowering people › Digital rewrites the rules of business › Transform customer care to fulfill the promise of experiences
  24. 24. 24© 2018 FORRESTER. REPRODUCTION PROHIBITED. Digital experience Deliver experiences that are easy, effective, and emotional.
  25. 25. 25© 2018 FORRESTER. REPRODUCTION PROHIBITED. Experience-led transformation at Yorkshire Bank (a subsidiary of Clydesdale Bank)
  26. 26. 26© 2018 FORRESTER. REPRODUCTION PROHIBITED. Digital operations Focus operations on things customers value. Digital experience Deliver experiences that are easy, effective, and emotional.
  27. 27. 27© 2018 FORRESTER. REPRODUCTION PROHIBITED. Focus operations on agility in service of customers
  28. 28. 28© 2018 FORRESTER. REPRODUCTION PROHIBITED. Employees are a huge part of digital operations. You must empower employees to solve the problems of empowered customers.
  29. 29. 29© 2018 FORRESTER. REPRODUCTION PROHIBITED. How do you empower employees to solve the problems of empowered customers? › Give them the tools and the freedom to understand customers in their moments of need › Automate workflows to route work to the right person and to streamline manual activities › Build in feedback loops to measure and optimize processes and outcomes based on insights, not just data
  30. 30. 30© 2018 FORRESTER. REPRODUCTION PROHIBITED. Digital innovation Innovate at the intersection of experiences and operations. Digital operations Focus operations on things customers value. Digital experience Deliver experiences that are easy, effective, and emotional.
  31. 31. 31© 2018 FORRESTER. REPRODUCTION PROHIBITED. Experience-led transformation aligns the forces of innovation to win, serve, and retain customers 20% 80%
  32. 32. 32© 2018 FORRESTER. REPRODUCTION PROHIBITED. Home Depot is spending $300 million on mobile and $1.2 billion on distribution to improve experiences
  33. 33. 33© 2018 FORRESTER. REPRODUCTION PROHIBITED. Digital ecosystems Build platforms and partnerships to accelerate and scale. Digital innovation Innovate at the intersection of experiences and operations. Digital operations Focus operations on things customers value. Digital experience Deliver experiences that are easy, effective, and emotional.
  34. 34. 34© 2018 FORRESTER. REPRODUCTION PROHIBITED. Adopt and build platforms to accelerate and scale your business › Partnering with platform providers is a critical skill in a digital world › Build technology platforms to transform operations & engagement › Advanced firms will build platforms that spawn ecosystems
  35. 35. 35© 2018 FORRESTER. REPRODUCTION PROHIBITED. Platform-enable your differentiated capability, but find partners to co- innovate your processes and operations. How much does it differentiate you? Your co- innovation partnering challenge How much do existing customers value it? Your outsourcing mandate Your platform business sweet spot Your untapped opportunity to find new customers
  36. 36. 36© 2018 FORRESTER. REPRODUCTION PROHIBITED. • Built it in 18 months • Average time to buy a policy reduced from an average of 3-5 days to an average of 5:49 minutes! • Net promoter score skyrocketed to 76
  37. 37. 37© 2018 FORRESTER. REPRODUCTION PROHIBITED. Agenda › Digital transformation means business transformation › Digital rewrites the rules of business › Transform customer care to fulfill the promise of experiences
  38. 38. 38© 2018 FORRESTER. REPRODUCTION PROHIBITED. Marketing and advertising solutions • Marketing technology • Advertising technology • Contextual marketing • Marketing & advertising measurement Sales and fulfillment solutions • B2C & B2B commerce • Sales • Digital store • Payments • Lead management Customer service solutions • Customer self-service • Contextual customer care • Customer communication Serve customers along every step of their journeys DISCOVER BUYUSE ASK ENGAGE EXPLORE
  39. 39. 39© 2018 FORRESTER. REPRODUCTION PROHIBITED. Transforming customer care requires innovation at the intersection of experiences and operations
  40. 40. 40© 2018 FORRESTER. REPRODUCTION PROHIBITED. And remember that customer service is paramount
  41. 41. 41© 2018 FORRESTER. REPRODUCTION PROHIBITED. How to transform customer care › Integrate service delivery across assisted and self-service channels › Invest in platforms that bring a real-time view of customers, automate routing, and integrate delivery › Measure, analyze, and optimize outcomes through a customer impact – not channel optimization – lens
  42. 42. 42© 2018 FORRESTER. REPRODUCTION PROHIBITED. Getting started . . . › Get customer care stakeholders – all of them – into the room › Create customer care journeys to understand the customers’ view and the high-impact sub-journeys, for example, onboarding › Build the business case by focusing on customer outcomes and operational improvements › Identify where platform investments benefit all care channels
  43. 43. 43 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Q & A Thank you for joining us. Todd Idler Sr. Manager, Product Marketing ServiceNow Ted Schadler Vice President and Principal Analyst Forrester Research tschadler@forrester.com Twitter: @TedSchadler
  44. 44. 44 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. On-demand webinars ON-DEMANDCheck out our on-demand webinars at www.servicenow.com

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