As more and more companies are focusing on the customer journey in their strategic planning, they’re learning that creating a truly remarkable customer experience transcends traditional departmental boundaries. It takes commitment from the product team, the field service team, the marketing team, the IT team, and of course the customer service team. It requires connected systems and workflow, and consistent communications across it all.
How can you unite all these forces at work? Employ a great customer service management strategy to enable the right data to go to the right people at the right time. Using advanced CRM and CSM platforms like the ServiceNow CSM, you can transform your customer service approach into a 21st century customer-centric service machine.
Expanding Your Knowledge Base with ServiceNow CSM
A Customer Relationship Management (CRM) tool is great. It houses your customer data and connects it to your service reps, making them better equipped to serve your customers. It gives you insights into the customer journey and shows real-time developments. This is all very useful. But you can do better yet.
Expand your customer service management outside the “customer service” world. Employ knowledge base articles and harvest data across your organization. With knowledge from incidents, problems, and change request resolutions integrated directly into your management tool, teams from every department will be able to find information, solve problems, and improve productivity without ever calling the service desk. The ServiceNow CSM helps your organization do all of this and more.
Keep Communications Consistent
Having a centralized, connected hub of communication enhances visibility for CIOs, CMOs, and customer service leaders to ensure consistent messaging regardless of where it comes from. With the plethora of communication formats available today—websites, mobile apps, emails, printed materials, verbal conversations, etc.—it’s more important than ever to ensure that messages are consistent and unified in voice.
This may seem like a no-brainer, but when there are different groups responsible for different formats there is a risk that communications fail to align across groups. Is the marketing team clued in to the customer service experience? Does the customer service team have what they need from IT? Is the IT experience consistent with the expectations that marketing sets for consumers? With a central tool connected to your organization’s systems and workflow, each player will have the data and info they need to give the customer a solid, unified experience from the start.
Proactively Resolve Issues
When your customer service team is connected to other parts of the business, they can not only resolve a particular issue, but they can identify the root cause of your customer’s issues as well. By relaying customer information to the relevant service teams in real time, you can expedite resolution. The data in aggregate can help your team identify the steps needed to implement a permanent solution. And with visibility into the remediation steps, customer service is able to communicate with the customer every step of the way.
But the impact doesn’t stop at the individual customer level. With real-time operational health data, your team can be alerted to potential issues before they become a problem for the customer. This means your team can begin resolution even before the customer contacts the service center.
Create Customer-Focused Success Metrics
The first step to creating a better customer experience is improving the elements that matter most to your customers. The problem is, a lot of companies focus on elements that matter most to themselves, not their customers. A recent study by IBM found that there is a glaring disconnect in what executives think customers value in an experience, and what customers actually value. As the IBM researcher noted, “Many executives have tried to put themselves in their customers’ shoes emotionally. Yet, even with mountains of customer data at their disposal, executives are still susceptible to projecting their needs onto their customers with an inside-out point of view.”
Execs and other decision makers need to stop relying on assumptions and instead use the data at their disposal to determine the factors that are most important to customers. Only after you have identified the biggest influencers on the customer experience can you create metrics around those influencers, and then take steps to improve them.
Take A Service Management Approach
Any CRM worth its salt should offer some integration capabilities to other tools you’re using. But if, like us, you’re already using ServiceNow for your IT, there is every reason to use it for your customer service, too. The ServiceNow CSM is built from the ground up with inter-departmental operations in mind. It takes a service management approach to customer service, connecting your customer service team with the product team, the field service team, the marketing team, and the IT team. And it streamlines communications, so your customer’s experience with your brand is consistent no matter where the touch point occurs.
Are you along for the ride?
Creating an impactful customer journey takes effort from more than just the customer service team; it takes streamlined operations throughout the company. Fortunately, there are tools and processes that facilitate just such an endeavor. Will you put them to work?
Thanks for reading!
Deliver Better Service to Meet the Evolving Needs Of Your Customers.
Customers today demand effortless service. They expect personalized experiences, meaningful interactions, and the ability to choose how they engage across the spectrum of your business.
But how do you full engage and meet the needs of individual customers, even as you grapple with the constant pressure to reduce the costs of service delivery and maintaining or improving key customer satisfaction metrics?
Click the button below to watch this on-demand webinar to learn how to turn your customer service into a team sport!