rethinking customer service with kate leggett

Beyond CRM: Rethinking Customer Service Kate Leggett, Vice President, Principal Analyst

October 12, 2016

© 2016 Forrester Research, Inc. Reproduction Prohibited 2

Source: September 12, 2014 “The CIO’s Blueprint For Strategy In The Age Of The Customer” Forrester report

Customers Control the Conversation That They Have with Businesses


Effectiveness

Emotion

Ease

What Are Your Customer Expectations?


Source: June 27, 2014 “What Drives A Profitable Customer Experience” Forrester report

Good Customer Experiences are Good for Business

Retentionloyalty

Enrichmentloyalty

Advocacyloyalty

The likelihood that a customer will keep existing business with the company

The likelihood that a customer will buy additional products and services from the company

The likelihood that a customer will recommend the company to others


Most Business Are A Mess Of Silos

5%

3%


Knowledge is everywhere


Companies Offer More Customer Touchpoints Than Ever Before

May 2014 “Brief: Systems Of Engagement Take Center Stage”


Companies Have Not Transformed Their Measures Of Success

Outside-In Perspective

Productivity/efficiency

Customer satisfaction/NPSCustomer retentionIncreased revenue and company profitability


Effectiveness

Emotion

Ease


Source: January 5, 2016 “The Future Of Customer Service”

It’s About Valuing Your Customer’s Time

53% will abandon online purchases if they can’t find

a quick answer

For 73%, valuing their time is the most important way to provide good service


Customer Self Service Takes Over

83% Phone

Base: 4473 US adults (18+) Forrester Technographics, Customer Lifecycle Survey 2, 2015

84%Help or FAQs on a company website or mobile website

63% Voice self-service

56%

52% Virtual agents

Communities


When Self-Service Fails, Customers Seek Out Low Friction Channels

Consumer Technographic Lifestyle Data 2009-2015

Customers who have used chat for customer service

65% in 2015

58% in 2014

43% in 2012

38% in 2009


Companies Invest In Knowledge Management As A Foundation For Self Service


Imagine A Google Now Experience


Effectiveness

Emotion

Ease


Process Automation Standardizes Service Delivery

Personalize Interactions

Profile

Situation

Future Needs


Recommend the right knowledge

Pinpoint the right offer

Recommend the right next step

Streamline the service process

Connect customers to the

right agent

Route work correctly

Understand the customer

Pinpoint discounting thresholds

Identify product bundles

Identify the right hire

Identify the right training


Social

Web

In person

Phone

Mobile

Support Your Customers Through Their End To End Journey

Browse Community

Forum

Browse Facebook

page

Browse a company website

Tweet about a company

Email a company

service agent

Navigate an IVR on a

smartphoneReceive info

via SMS

Transfer to service agent

Visit an In-store sales

agent


Effectiveness

Emotion

Ease


It’s About Visual Engagement


It’s About Proactive Service


It’s About Leveraging Insights To Transform Experiences

We face a wave of innovation.


Source: June 27, 2014 “What Drives A Profitable Customer Experience” Forrester report

Good Customer Experiences are Good for Business

Retentionloyalty

Enrichmentloyalty

Advocacyloyalty

The likelihood that a customer will keep existing business with the company

The likelihood that a customer will buy additional products and services from the company

The likelihood that a customer will recommend the company to others

forrester.com

Thank you

Kate LeggettVice President, Principal [email protected]: @kateleggett

© 2016 ServiceNow All Rights ReservedConfidential © 2016 ServiceNow All Rights ReservedConfidential

Beyond CRM: Rethinking Customer Service

Terence ChesireSr. Director of Product Management, ServiceNow

October 12th, 2016

© 2016 ServiceNow All Rights Reserved 30Confidential

Despite Significant Investments, Customer Service Is Still Broken

of companies say they deliver superior customer service

80%

Forrester Research


Despite Significant Investments, Customer Service Is Still Broken

of companies say they deliver superior customer service

of people think these same companies deliver customer

service worthy of a superior rating

80% 8%

Forrester Research

YET


Existing Customer Service Solutions Are Broken

CRM Approach

? ?

Engage


Existing Customer Service Solutions Are Broken

Service Management ApproachCRM Approach

?

Engage

? Fix Diagnose

Engage


Customer Service Landscape: What’s Changed?

Install Base (CMDB)

Root Cause (Problem)

Engineering

Operations

Other Departments

Field Services

Engage FixDiagnose

Customer

CRM Approach(e.g., Salesforce, Oracle, SAP, Zendesk)

Case

Self Service(Service Catalog)


Traditional Solutions

Introducing ServiceNow Customer Service ManagementTaking customer service beyond CRM

Device Connectivity

EventManagement

Problem (RCA)

Incident

CaseAgent TechnicianWork

Order

Phone

Email

Chat

Portal

Process

Knowledge

Partner Customer

ChangeImprovement

Repair

Operations


Introducing ServiceNow Customer Service ManagementConnecting people, workflows, and systems to deliver superior customer service

Device Connectivity

EventManagement

Problem (RCA)

Incident

CaseAgent TechnicianWork

Order

Phone

Email

Chat

Portal

Process

Knowledge

Partner Customer

ChangeImprovement

Repair

Operations

Effortless Connected

Proactive


Customer Service Management from ServiceNowPowering 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 Contract Entitlement ProductPhone

Knowledge

Catalog Survey

Chat

Portal

Email

SMS

Publications


From CRM to Customer Service Management

Three Strategies for Modernizing Your Customer Service

1. Eliminate the reasons customers call in the first place

2. Stop simply reacting and

anticipate the issues

3. Enlist the whole organization into customer service

rethinking customer service with kate leggett

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