“40% of consumers prefer digital customer service versus a traditional phone call with an agent.” – Customer Service Trends: Operations Become Smarter and More Strategic, Forrester Research, 2017
Leading companies understand that they are in the customer-experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers.
In the digital age, technology empowers the customer more than ever before. They expect an easy, effective, and highly personalized service.
Customers now have more options in what products and brands they decide to purchase. They also read hundreds of thousands of customer reviews, use comparison apps or websites, and even get in contact with the brand if needed through online chats and email submissions.
For companies that provide similar services or products, how they deliver their customer service is going to be a major differentiator. While this has been a trend for several years, it’s accelerated over the past 18 months, as companies are specifically allocating budget line items into their customers’ experience.
Customers have different touchpoints throughout their customer experience journey with a brand. However, in many companies, these touchpoints aren’t connected and are generally siloed from one another, creating broken process areas and service gaps, which ultimately leads to a frustrating experience for your customers. These include evaluating a product, managing their account, giving feedback, upgrading, and renewing service. To read about all ten touchpoints, check out page 5 in our Customer Service eBook.
Why Getting Customer Service Right Matters to Your Business
The numbers speak for themselves:
A 10% increase in Customer Satisfaction leads to a 2-3% revenue increase.
The probability of selling to an existing customer is 60-70%, compared to selling to a new prospect which is 5-20%.
While many technology vendors have pivoted to address these customer experience needs, we see one that significantly stands out from the rest: ServiceNow. With a powerful enterprise platform behind it and investments to simplify Customer Service workflow, this next section will walk through the benefits our customers have seen while leveraging ServiceNow’s innovative CSM offering.
Resolving Complex Issues End-to-End
You’re well aware that Customer Service teams are often siloed from the rest of the organization. Instead of working with different departmental teams to solve the “cause” of reoccurring issues, they are operating on an island, responding to customers in the moment.
With ServiceNow’s cross-enterprise case management and workflows, teams from different departments can efficiently work together on the same platform to solve customer questions or issues, and track all the activities from the related issues – even if more than one team is working on tasks at the same time. Plus, ServiceNow’s intuitive interface and omnichannel approach make it easier for your customers and your employees to track progress and stay up-to-date on the service request.
ServiceNow’s Customer Service Management enables your customers to reach you from a variety of different channels (self-service, phone, chat, virtual agent, email, etc.). Customers can use these channels – even on their mobile phones – to make a request, report issues, or bring attention to other problems.
Now, you or your customers can create cases, and machine learning will quickly route those cases to available customer service agents based on their particular skill sets.
With Agent Workspace, tier 1 customer service agents can now relish the functionality of the platform with an easy-to-navigate interface. Agent workspace now supports agents who handle cases from multiple sources like customer service portals, inbound emails, phone inquiries, and chat requests.
With a multi-tab interface, agents can easily navigate between different records, improving agent productivity
Underneath the header, which details the case – in this example “dashboards are running slow” there is a ribbon to quickly orient an agent to case details.
An Agent Workspace Case form displays case details side-by-side to the activity screen to minimize scrolling.
Agent Intelligence provides agents with a list of similar cases and can also provide recommendations about major issues and major cases.
The Agent Assist tab enables agents to quickly search for information across multiple sources (knowledge bases, community sites, catalog items, etc.). Agents can even send these resources to customers via chat until they solve the full issue.
Continue reading to find out how businesses are creating better experiences for their customers in our newest ServiceNow CSM eBook, covering ServiceNow in the Real World, from fixing problems before your customers even know they have one to taking care of common requests.