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.
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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
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Our Expectations are Interconnected
Employees
Management
PerceptionSocialAcceptance
Changing WorkforceDynamics
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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
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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
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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
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Differences Between Survivors and ThriversThrivers use technology to
create efficiencies
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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
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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
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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)
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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%
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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.
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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
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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
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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
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