future of service on servicenow...future of service on servicenow 2 service organizations are at an...

Future of Service on ServiceNowPoint of view

May 2020

Future of Service on ServiceNow 2

Service organizations are at an inflection point with evolving value propositions, increasing complexity, and technology disruption.

Shifts in customer service ecosystem

1. Complexity is rising in all aspects of service

2. Customers demand real-time and personalized outcomes

3. Service delivery will become more interconnected and ecosystem strategies may determine winners and losers

4. Artificial Intelligence (AI) will manifest in various levels of maturities but will be omnipresent as a core business requirement.

5. New talent and service delivery models will be required to effectively deliver exemplary service


Customer care is at an inflection point in terms of the value proposition, complexity, and disruption which are core to elevating the human experience.

The future of customer service

Distributed complexity

• The least complex, least emotional interactions are migrating to self-service. Higher emotional interactions are supported across a spectrum of channels. Customers expect service to be consistent throughout all channels.

• Service segmentation will continue to proliferate; it’s not just what is simple vs. complex, but also high vs. low value, high vs. low risk, emotionally involved vs. automatic, etc.

Personalized and proactive

• As customer expectations continue to increase, service must understand each customer’s unique needs and provide a service experience that fits those needs.

• Customers want to be provided with insights they otherwise would not know on their own; employees will also demand improvements to deliver personalized service.

Integrated ecosystems

• Technology solutions continue to fragment into leading-class point solutions reliant on data sharing to realize their value; service delivery will likely change—gig economy, outsourcing, partnerships, IoT/connected.

• Ecosystems will need to be connected and integrated—person-to-person, tech-to-tech, cloud-to-cloud, etc. to orchestrate a coordinated effort between marketing, sales, field service, technology, compliance, etc.

AI omnipresence

• Cognitive and machine learning are approaching broad adoptability. These capabilities have the power to reduce cost of service while unlocking valuable customer insights.

• AI (including RPA, cognitive, ML, etc.) becomes a core business requirement and capability for customer engagement operational efficiency, insights development, and service differentiation.

Workforce redefined

• Work is an emotional experience. Employees who are surrounded by a positive work environment are best equipped and are more likely to elevate the human experience for their customers.

• New skills (“as a service” mindset, tech fluency, etc.) will be required, impacting screening, training, and internal mobility; new tools (e.g., KM, agent assist) will change how service professionals do their jobs.

Source: ‘Deloitte Consulting LLP, 2019 Global Contact Center Survey’


ServiceNow can provide the right touch at the right time through its unique strength of powering high complexity work using intra-departmental collaboration as well as providing a number of less costly options to deflect low complexity interactions.


Distributed Complexity

Great customer value will be created by segmenting interactions by low vs, high emotional value

Focus should be on supporting the customers’ emotional needs rather than the product or service

Segmenting interactions by emotional value

The personal nature or complexity of the interaction will influence the use of one channelover another to appropriately service the customer

Navigating complexity through the right channeling

Application of advanced analytics and enabling technologies will improve the agent experience as they engage with multiple customers at once

Elevating the customer and agent experience

Companies have been successful in directing customers to more convenient or less expensive channels by leveraging customer change management

37%Companies expect the complexity of interactions to increase as self-service adoption rates increase for low complexity inquiries

61%

Enterprise service management

• Enables a company to identify different tiers of customers (ex. high vs. low value based on asset level) and entitlements to meet time and quality expectations

• Delivers customer service as a team sport by connecting silos to resolve issues faster and fix their root cause; connects customer service to other departments with visual task board, workflow, and automation

Personalizedself-service

• Enables deflection of most high-volume, low-complexity interactions to less costly channels with features such as: Communities to help discover solutions by engaging with peers, Knowledge Baseto help find answers to common issues, Service catalog to help perform common requests using visual workflow and automation, and Virtual agent (chatbot) to provide answers in a conversational format

Automated work assignment

• Automates the categorization, prioritization, and assignment of cases through machine learning for assisted personalized interactions

• Automated case assignment to the most appropriate agent based on availability, capacity, and skills ensuring effective work distribution

Major case management

• Identifies similar cases to allow orchestrating the response/resolution in a super set which enables different teams to work together to resolve a major case collaboratively; also sends preemptive alerts only to potentially affected customers, notifying them of a solution when available and preventing their need to contact customer service

Agent workspace

• Provides agents a configurable service desk application with an integrated and graphically intuitive user experience to help them engage with multiple customers

How ServiceNow can enable it


ServiceNow CSM helps enable enhanced customer experience with personalized and proactive service through the journey from issue to resolution.



Access point is where the customer is, not where the business wants them to be—but the experience needs to be curated (smart omni-channel)

Know the customer across the full relationship Engage with customer through communities and

forums

Know the customer across the omnichannel experience

Not just telephony—secure customer portals and e-commerce with robust self-service capabilities for 24/7 engagement and support

Don’t make customers wait—“contact back” features are table stakes, proactive engagement differentiates, “no touch” is holy grail

Leverage customer data efficiently to provide personalized service experience

Engage customers where, where, and how they want

Indicate that delivering customer experience and meeting customer expectations is the top driver of investment for contact centers

85%Rank customer personalization has a medium or high priority over the next 2 years

80%

Omnichannel • Provides omnichannel support to customers as they move across contact channels—email, phone, chat, social media, and mobile

Self-service• Encourages customers to self-serve through self-registration/onboarding, online portal, and

searchable knowledge base• Leverages virtual agent and chatbots for guided self-service experience for customers

Communities• Builds customer communities/forums to allow them to connect with peers and experts and resolve

their inquiries and enhance knowledge base for customers• Enables monitoring of community progress through KPIs

Proactive service Management

• Enables root cause analysis using Configuration Management Database (CMDB) and dashboards and analytics to resolve issues permanently

• Allows automatic case creation and notification of the affected customers when an incident is detected

Customer data management

• Effectively manages product/asset portfolio, service plans, entitlements, relationship/ hierarchy, key contacts, past interactions to get holistic understanding of customers



ServiceNow helps organizations deliver value to customers by providing a consistent experience across every touchpoint and connecting technology, talent, and partners in a seamless experience.



To enhance the value of contact center technology, broader operating and service delivery modelchanges are necessary

Service delivery will likely change with the growing popularity of gig economy, hybrid outsourcing partnerships, and the internet of things (IoT)

Organizations should design a new customer engagement experience around the CRM with the ability to integrate CRM with the data found in enterprise systems

CRM does not stand alone

As companies modernize their legacy platforms and embrace the cloud first approach, the synergy of cloud-to-cloud integrations of these purpose-fit platforms will help drive down costs and boost revenue in the service sector

Looking to the cloud

Executives believe moving aspects of their contact center capabilities to cloud is a sound technology strategy

55%Only a small number of executives are seeing the anticipated value of the investment made in enabling contact center technologies

16%

Operational intelligence

• Helps visualize the health of IoT connected devices to provide real-time visibility into the operational health of customer systems to identify issues, see impacted customers, and notify customer service

Integration with third-party sources

Using the Now Platform’s IntegrationHub and custom integration capabilities, ServiceNow enables• Business process integration with external systems• Bi-directional data level integrations with enterprise data sources• Consolidation of multiple Now Platform automation capabilities into a single environment

End-to-end customer service

• Provides complete visibility and accountability across teams with visual task boards, agent workspace, workflow, and automation

• Helps identify issues in customer service and assign them directly to field service, engineering, operations, finance, legal, and other departments and track those issues to resolution

CSM+ • Helps gain visibility to manage assets, projects, costs, and profitability through CSM deploymentwith Asset Management, Project Portfolio Management, and Financial Planning

Communities• The ServiceNow Communities application promotes people-to-people integration in the service

ecosystem by driving engagement and collaboration between employees, customers, partners, and prospects

Winners and losers to attract and retain customers will be decided by an organization’s ability to present a single face to the customer

Customer experiences will demand integrating departmental silos of IT, Finance, Sales, Marketing, Support, HR

“One” enterprise



ServiceNow provides a wide range of artificial intelligence capabilities to help improve customer satisfaction, increase agent productivity, and provide faster and more accurate resolution.

AI omnipresence

AI omnipresence

Human/user-centric design principles applied at the beginning

Agent bots and NLP provides multi-lingual interaction options for the users

Human experience optimization

Engagement analytics assess quality, sentiment, etc. during and after engagement

Apply customer analytics to operational metrics (quality over quantity)

Enable the right tools to drive proactive interactions (e.g., next best action)

Use analytics capabilities to drive a differentiated experience

Have either already deployed or are piloting/testing Virtual Advisor/Chatbot capability

70%Plan to invest in next generation automation technologies such as artificial intelligence (AI) and process automation

76%

Virtual agents/ chatbots

• Automated agents/bots to interact with users and resolve inquires and leverage natural language processing (NLP) to process multi-lingual inputs

• Seamless transfer of the conversation history and context to the right human agent as required

Predictive intelligence

• Continuously monitors open cases and incidents to triage to predict any outage/outcome• Recommends potential resolutions using NLP capabilities to analyze cases, incidents, and

knowledge base, and uses machine learning to provide real-time insights to the agents

Agent intelligence• Categorizes, assigns, and prioritizes requests automatically with predictive models, based on

historical data• Recommends reusable content for resolution based on record similarity

Intelligent case routing

• Identifies case attributes using rules to create a new case or identify an existing open case• Intelligently routes cases to agents based on skills, location, and availability• Integrates with different contact channels (phone, email, etc.)

Performance analytics

• Develops dashboards and reporting to get real-time data and insights• Supports prioritization of resources and efforts to resolve ongoing issues

Orchestration workflows

• ServiceNow Orchestration automates simple or complex multi-system tasks on remote services, servers, applications, and hardware

• Automatically initiates remedial actions for errors, eliminating need of human intervention

Cognitive technologies and AI are driving adoption of transformative capabilities in customer engagement eco system

Advanced technologies become operational



Leverage ServiceNow CSM to help optimize and augment workforce to provide enhanced customer experience efficiently and effectively.

Workforce redefined

Workforce redefined

Advisory and tech-savviness skills emerge as tools enable resources

Digital shifts role from process to knowledge-oriented (complex inquiries)

Agent role becomes from individual contributor to more collaborative

Develop a new breed of super contact center advisors

Expect complexity of human interactions to increase as self-service and virtual advisors/chatbots will target and deflect low complexity interactions

62%Plan to make agent experience a priority over the next two years50%

Agent enablement

• Equips agents effectively to provide better customer service as the nature of human interactions change with support of ServiceNow applications such as predictive analytics, AI support, and omnichannel engagement

Team collaboration

• Facilitates collaborative role of agents through knowledge base, communities, and by enabling communication and handoff between different teams and functions effectively (e.g. integration between field service and customer service)

Continuous improvement

• Facilitates targeted training to improve an agent’s performance with the help of ServiceNow ITSM Coaching plugin/app that allows managers to set trigger-based virtual coach to train the agents

Performance optimization

• Enables agents to maintain consistently high performance levels by aligning performance KPIs to customer outcomes and by providing live inputs on their performance with real-time reporting and performance dashboards

Leverage next-gen tools to provide targeted training to agents to enable them to provide high quality service

Enable faster feedback cycle with real-time performance reports

Shift from measuring agent productivity to customer productivity

Transform training and performance measurement



For a statutory body who operate Hong Kong International Airport

Case study 1: Maximum take-off weight (MTOW) system


Business issuesThe client manages and serves airport communities in Hong Kong. The issues that the client faced related to their airport communities were the following:

• Airlines used many separated accounts (user ID) for separated airport services, results in lost of password during staff rotation

• Rely on manual process (excel) to manage MTOW billing which cause delay in billing on aircraft parking fee in months

• Data misalignment between flight data and finance billing system results in under-billing to airlines (lost in revenues)

Engagement scope and approachThe scope of work was to develop a MTOW management system to automate the aircraft parking fee process. The system downloads flight data from the airport’s core system and matches the flight with airline users. Airline users will be notified to submit aircraft document proof for parking fee provision. The system will also submit the provisional fee to Oracle finance for invoicing as well.

Value delivered and impact• A centralized airport community self-service portal which can support multiple

airport services to airline in one single account (user ID) was delivered. It is the first CSM applications to be delivered on a 3-year road map.

• Automated flights, aircraft, and airline matching process for the client and shorten the billing cycles to 30 days

• Provide data analytics capability for our client to visualize the flight traffic in order to optimize the parking fee structure



Workforce redefined

AIomnipresence



For a public corporation to foster innovation and technology in Hong Kong

Case study 2: Incubation program milestones assessment portal


Business issuesThe client provides funds and supports to high-tech start-ups in Hong Kong. The issues that the client faced related to their incubation program were:

• Lack of digital channels to track incubation milestone assessment for their tenants results in delay of funds released to incubation program tenants

• No visibility on program milestone application results create bad customer experiences for incubation program tenants

• Complex offline application process increased the friction for startups to apply for startup funds, which contradicts the client’s mission statement

Engagement scope and approachThe scope of work was to develop a customer service portal to support the incubation program for their tenants to submit the corresponding documents and enquiries in, in order to meet the milestones for funds applications. The portal is also open to the general public who are interested in moving onto the campus and starting their high-tech entrepreneurship.

Value delivered and impact• An integrated customer portal for the startups to apply, track, and manage the incubation

program before and after moving onto the campus• Digitalized the milestone assessment process for the client to shorten the assessment

time, resulting in frictionless service experience for the startups and attracting more entrepreneurs to join

• Provide data analytics capability for our client to visualize the usage of startup funds in order to fine tune the incubation program



Workforce redefined

AIomnipresence



For a leading telecommunications provider in Canada

Case study 3: ServiceNow implementation strategy


Business issuesThe client was using multiple instances of BMC Remedy and manually maintained spreadsheets to manage incidents, problems, changes, and requests for both their enterprise services and network provider services. In addition, the client was also suffering from a lack of performance transparency, inefficient processes, and no clear service management vision.

Engagement scope and approachThe scope of the project was to replace multiple instances of BMC Remedy with one instance of ServiceNow and roll this out to 14,000 people across Canada. The implementation included incident, problem, change, request, configuration management database (CMDB) and knowledge management.

Value delivered and impact• Replacement of legacy Remedy OnDemand, Remedy Connect, and SAMI applications into one

ServiceNow instance • First project to implement ServiceNow’s Helsinki Service Portal • Rationalization of multiple Excel spreadsheets into ServiceNow’s CMDB• Improved reporting across incident, problem, change, request, and knowledge management process

areas • Improved user experience through a single portal for employees to request and receive technical

products and services • Development and delivery of training documentation for 14,000 end users and 3,000 fulfillers



Workforce redefined

AIomnipresence




Case study 4: Customer management module implementation

Business issuesThe client was looking to improve three specific pain points:• Lack of end-to-end visibility of issue impact• Swivel seating, disparate tools, requiring copying/pasting from system-to-system, manual data

entry, and low traceability of case escalation history• Limited supportability of existing solution for the expected volumes with new product launches

Engagement scope and approachDeloitte utilized a hybrid agile delivery model. • Discovery phase (3 weeks) : Developed a detailed process diagram for the client support process;

conducted client alignment workshops and developed a business case for implementation• Implementation phase: Engaged with 10 different customer service teams to design, prototype,

and implement functionality to improve agent day-to-day activities and rationalize escalation forms in multiple tools into a single, streamlined process within Service Now

Value delivered and impact• Over 4,000 hours of direct time saved by eliminating swivel seating• Over 714,000 customer case records created• Over 82,000 customer case record escalations created• Rationalized 16 separate escalation forms across 5 tools into a single platform and retired an

excel reporting tool• Improved the visibility and transparency into customer case history



Workforce redefined

AIomnipresence





Case study 5: ServiceNow CSM and ITSM implementation


Business issuesIn 2016, the client selected Deloitte and the ServiceNow platform to streamline service delivery, reduce technical debt, and migrate off a number of legacy service management solutions, all with a longer-term view to improve customer experience across Canada.

Engagement scope and approach• Complete successful roll-out of capabilities across multiple lines of business • Implementing ServiceNow’s CSM suite to thousands of customer-facing agents• Roll out ServiceNow’s ITSM suite to 14,000 employees• Create an enterprise governance framework across over a dozen executives across multiple business units

Value delivered and impact• Saved 2,500 hours of agent time per month• Consolidation of 15 disparate systems into a single system for more consistent experience• 300,000+ manual emails avoided • Improved visibility and transparency into customer case history• Automated over 100 requests, reducing SLAs and driving down year over year fulfillment • Designed and deployed standard enterprise processes across all contact centers and agents



Workforce redefined

AIomnipresence


This publication contains general information only, and none of the member firms of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collective, the “Deloitte Network”) is, by means of this publication, rendering professional advice or services. Before making any decision or taking any action that may affect your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this publication.

As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte USA LLP, Deloitte LLP and their respective subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

Copyright © 2020 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited

THANK YOU

future of service on servicenow...future of service on servicenow 2 service organizations are at an...

Documents