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Are Your Customer Service Efforts Enough? ServiceNow CSM and How to Deliver in the Age of the Customer

These days, the success of a company depends on the satisfaction of the customer. In fact, a 2017 study by the Temkin Group found that customers who have a positive experience with a company are 1.3 times more likely to repurchase, 2.5 times more likely to try new offerings, and 2.1 times more likely to forgive the company for a mistake. So, what does this mean for businesses? 

It means the most successful companies will be the ones who make providing stellar customer service a priority for the entire organization. And with the arrival of ServiceNow Customer Service Management, achieving this level of customer service has never been easier.


Here’s how:


Get the Right People Involved from the Start.

Incorporate Automation to Your Intake Process.

Having a formalized, automated process makes it easier for your team to manage and document cases while providing a consistent experience for your customers.

If a customer opens a case via email, what’s your process for managing intake and dispatching the right people? If it’s a manual process, how long does it take to get the right people involved? How do you know they’re the right ones?

And what if you need to involve departments outside of customer support? How do you hold them accountable for analysis, diagnosis, and resolution? What level of visibility do you have into the status of the case? 

If this process is manual, it’s susceptible to human error and lack of follow-through. But if it’s automated, there’s no guesswork about what should happen next and who does what. The entire team can see the status of the case in real time and will know exactly who is accountable for the next action, resulting in a case resolved faster and easier than with manual processes. 


Engage with Your Customers on Their Terms.

Add Omni-Channel Engagement Options.

Your consumers don’t just expect fast service, they expect you to engage with them on their preferred channels, even if those preferences change from day to day, or even hour to hour. They’ll look to whatever method is most convenient to them at the time, whether that’s a phone call, an email, a chat, or a tweet.

But just adding a chat bot or hiring a social media person isn’t enough. As stated in a recent Forbes article, “No matter where they contact you, the customer journey has to be progressing—no repeating, no steps backwards.” Being available to your customers across channels while also tracking and updating the information you gain from those omni-channel experiences is imperative to progressing the customer journey.

See Also: The Essential Checklist to Modernize Customer Service


Deflect Cases by Helping Customers Solve Issues Themselves First.

Offer a Self-Service Portal.

In their study of the Top Customer Service Trends for 2018, Forrester reports that self-service interactions have overtaken all other channels of customer engagement for the third year running. That means we’re well beyond the early adopter phase of this technology; it’s proven successful and popular among customers, and the reasons to delay a self-service option are fewer and fewer.

And while the improved customer experience is certainly a driving factor, it’s not the only reason to move towards self-service. By enabling customers to resolve their own issues first, you’re deflecting cases that come into your customer service team, reducing the time they spend fighting low-level fires. 

Chances are, you already have the makings of what you’d need for a self-service portal. Do you have an FAQ page? Translate it into a Self-Service Portal that is personalized to the user, and you can anticipate what they may be looking for and put those answers in front of them at the start.

Customers are coming to your website looking for information and answers. When you make it easy and fast to find what they’re looking for, they’ll be happier about continuing to use your product or service.

See Also: Our Guide to Effective Self-Service.


Address Issues Before the Customer is Aware of Them.

Use Data to Predict When Problems Might Happen.

How much insight do you have into your customer’s instance of your product or service? If it’s based in technology, such as a subscription streaming service, then you likely know quite a bit about the health and well-being of each instance. Why not use that knowledge to get ahead of potential issues and reach out to your customers before they reach out to you? Or better yet, prevent it from happening in the first place?

You can also use that insight to identify ongoing trends both with individual customers and with your client base as a whole. Are people taking shortcuts or creating their own workarounds to what they see as challenges? Use that as an indication of the need for a change.


Use Technology to Your Advantage.

Add ServiceNow Customer Service Management (ServiceNow CSM) to Your Tech Stack.

In a world where B2B customers are expecting faster, personalized experiences and instant gratification, meeting these expectations is impossible without leveraging technology. Rolling out a platform like ServiceNow Customer Service Management will be essential to meeting those expectations. It provides a single source of truth for your customer data, in real time, accessible across your organization. It provides a centralized database for all previous engagements to enable faster action in the future. And it helps prove a positive ROI and impact on the bottom line.

How do you measure the impact of ServiceNow CSM?

total economic - csm - book image-1ServiceNow can change the way you do business, but how do you know just how big the impact will be?  

This report, conducted by leading research firm Forrester, offers qualitative and quantitative information on the potential return on investment that enterprises may realize by modernizing their customer service operations with ServiceNow. 

Download now by clicking below!

Get the Report

Dana Bakke
Dana Bakke
Dana was an intern at Virteva during the summer of 2018.

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