Syncing with ServiceNow: 6 ways to deliver great customer service with automation & intelligence

In a competitive market, delivering great customer service is critical to maintaining relevance and exceeding expectations. However, many organizations struggle to manage fragmented systems, front and back offices that don’t “talk” to each other, and clunky workflows that tap into far too many systems and applications.

In fact, according to the ServiceNow Customer Experience Trends report, “44% of agents say their biggest challenges are difficulty communicating with other departments and delays resolving customer issues.”

ServiceNow is dedicated to helping organizations across industries make it easier for customers to self-serve, empower agents with automation and intelligence, and streamline front-, middle-, and back-office workflows in six key ways.

Host: Andy Whiteside
Co-host: Mike Sabia
Co-host: Eddie McDonald

Transcript

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Andy Whiteside: Hello, everyone! Welcome to Episode 35 of syncing with service. Now I'm your host. Andy Whiteside got Mike Savia and Eddie Mcdonald with us. But before I jump into that, I wanna do. The commercial and the commercial is this, Zintegra is a rapidly growing service now, partner, and we are because we're doing it the right way. And what I mean by that is we're adding real value to customers

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Andy Whiteside: and real value to service. Now. And I guys, I gotta tell you I've never been around a platform where there was so much opportunity to add value, because, no matter what a customer is currently doing. They're not getting all the value out of the platform. It's not possible. What do you think of that comment?

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Eddie McDonald: I think that's a Testament just to call Mike and I just got off of. There's so much value and and so much of the platform is being underutilized. So, Andy, you nailed it, I mean, there's so much there's so much to get out of there, and so much productivity to be had.

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Mike Sabia: Now with the customer we were just speaking with. They they did wanna have a quick entry to solve their immediate needs. But I some some excitement about the possibility of what

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Mike Sabia: the whole platform can offer. But we just need to focus on their immediate need. First.st

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Andy Whiteside: And hopefully most customers, which I don't know if this is true or not. But most customers are getting enough value out of the platform to justify the cost of the platform.

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Andy Whiteside: That's possibly not true. But the the reality is, there's so much more value to be had to where the platform service. Now, in this case, service. Now, specifically, in this case.

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Andy Whiteside: it becomes cheap. I mean, I've heard Eddie not cheap, inexpensive. I've heard a Eddie say to a client like, if you're using the platform right? It's really not that expensive.

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Andy Whiteside: If you're using it wrong or limiting your use of it. Yeah, you're paying a lot of money, but that's not the Platform's fault. That's your fault.

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Eddie McDonald: You know what? And this is interesting that you say that because I've had to have those conversations. A lot of time with our sellers is that they make a comment about service now is expensive, and it's not. Technology is cheap. People are expensive, and if a customer doesn't see the value that's on us. That's where we failed. If we didn't show where the value is then, because it's there, it's always there. So it's our job to show where the value is especially over. The long term.

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Andy Whiteside: And and I like how you're saying it's our job, because the reality, the hour in that comment is Zintra, partner service. Now, vendor. But the reality is, the partner has to do a whole lot more for that value to be shown through cause service now is limited in the amount of time they can spend with the customer. Unless you're the biggest of the big limited amount of time they can spend trying to make that come to reality. It's the partner. And I I said this the Eddie, you're on the call to another guy yesterday who came

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Andy Whiteside: from another partner that worked with service now, and he said, You're absolutely right. There's there's so much opportunity you raise the bar in terms of value. The partner brings to the equation.

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Eddie McDonald: 100%.

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Andy Whiteside: So Mike and Eddie, you guys brought a blog forward from let's see, Shiri Khan from June 25th of 2024. So just a couple of days ago 6 ways to deliver great customer service with automation and intelligence. I I

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Andy Whiteside: yes, absolutely. And I want to talk about that. I often confuse intentionally the the Cs. And customer service with customer success.

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Andy Whiteside: Do you guys see the customer service motion in the service now world being applicable to a customer. Success motion? Or is that? Does that fit somewhere else

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Andy Whiteside: in the cust in the service? Now, platform.

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Mike Sabia: I I'm I would tie them in together for sure. The idea of not only servicing your your customer, but make them excited, make them feel that they are being attended to properly, having great experience. That they say this is a great relationship with you absolutely relates to customer success.

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Eddie McDonald: Yeah. And I think it's also important. We're talking about Csm today. But don't. I mean, you can also remember that your internal customers, these are your employees. These are your customers as well. So if Csm. Isn't important for you right now, it's not on your roadmap itsm. This is applicable to your internal customers as well.

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Eddie McDonald: Yeah, right?

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Mike Sabia: And and specifically, or any non. It used cases. We're on a call where people are talking about the finance group, and sometimes they get tickets that are wrongly routed to them, and through the Finance group we absolutely could support finance as a service

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Mike Sabia: within service now, and that would utilize Csm. Versus Itsm.

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Andy Whiteside: Yeah.

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Andy Whiteside: yeah, I kinda want us, I know, got a million things going on. I kinda want us to develop some type of integration or or app on top of the service. Now, Platform, that's specifically for customer success teams within organization that have to manage those customer relationships slightly different than account management, but similar.

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Andy Whiteside: Alright! Let me read this 1st paragraph. In in a complex market, delivering great customer service is critical to maintaining relevance and exceeding expectations. However, many organizations struggle to manage fragmented systems, front front front and back offices that don't talk to each other, and clunky workflows that tap into far too many systems and applications. It it's it's a no brainer for every organization that customer service happy customers is table stakes. If you, if you if you will.

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Andy Whiteside: but it's the hardest thing to do for most organizations, because of what it points out here, and that is systems everywhere being used to manage and and execute on this, and something like service. Now, either bringing them all together or becoming, it

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Andy Whiteside: has to be one of the answers. What do you guys think.

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Eddie McDonald: Well, I I agree, and this is something we're addressing internally as well again for our internal customers. So you know, we use salesforce for opportunities, our Crm and service now to run our project. So because we have 2 systems, we're actually integrating those, so that when an opportunity meets to a certain benchmark. It creates a demand, and then with the demand closes, then it spins up a project. So now we're having

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Eddie McDonald: fewer platforms that now we can address not only our internal but our external customers quicker, and it is so much cheaper to keep a customer than it is to go find a new one.

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Andy Whiteside: Right?

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Andy Whiteside: Yeah, I watch a lot of shark tank, and they always ask question customer acquisition cost. And it makes me think about my own customer. Acquisition cost, and it is. It is massive, especially the way we do it. But if you can keep that customer, it becomes, you know, irrelevant over time how much you pay to get well, it becomes cheaper, less expensive over time.

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Eddie McDonald: Yes, yes, yes, and and also, you know, I know that it's talking about customer service. I drive out of my way for good customer service, you know there was. I just got my son's windows tinted on his car, and I drove past 2 other facilities just because the guy that I that answered the phone was super nice, gave me the information I wanted a 1 stop shop. So yeah, customer service is a huge deal.

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Andy Whiteside: Yeah. And and part of that is systems that can help you monitor and maintain and evaluate how your customer service is going. I got a local auto body shop here that I take my car to. I used to, and then service got pretty bad for a while, and then I went in the other day, and it's been good the last couple of times, and I asked the guy what happened. He said, well, we started evaluating it, and they have some kind of software that helps them evaluate their their staff and at the front of the shop.

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Andy Whiteside: And so talking about that and getting smarter about how you use those systems. Well, that's the promise of what I call the great coach. Ak generative. AI Mike, this 1st section here starts, talks about supercharge your customer service with generative AI. What are they trying to say.

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Mike Sabia: Well, this follows the whole Alignment Service now has for using their L. Own Llm. To improve

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Mike Sabia: the customer service experience, and and you know we saw it in knowledge 24 back in May that they're they're really pushing generative AI, and this is super powerful. It does come at a significant cost premium, and maybe not something that every customer needs to do right away. But if you can justify the

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Mike Sabia: generative AI applied to your

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Mike Sabia: customer support cases and reduce your customer. Call time. Not only does it say, save on the amount of resources you need to have on staff to do it, but it also has a quicker and therefore better experience for your end. User.

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Andy Whiteside: Here he comes!

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Mike Sabia: But now.

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Andy Whiteside: Oh, sorry! Go ahead! My keyboard.

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Mike Sabia: No, I was. Gonna say, I mean, it's it's this, you know, in this article that focuses on

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Mike Sabia: chat summarization. So if you had like a online chat, and it quickly summarizes it, both for perhaps another fulfill picking up the tickets so they could quickly digest what's going on, or a quick summary to the end user, saying, Hey, you listen to me for 10 min and you set it up very well.

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Mike Sabia: That's chat, chat, summarization or case summarization, you know, when it closes. Here's a quick summary or post call or not knowledge article generation, all super capable. You can make your staff more efficient. They have a better, better experience for your end user. But again, there is a significant cost associated with it, and you have to justify it.

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Eddie McDonald: Yeah, especially on the call summarization. So you know, in in our business, I'm on calls all day, and half of these calls. More than half of these are customer facing, and I've always got to keep, you know, one eye on the call and the other eye on my onenote, where I'm taking my notes and to be able to depend on using a 3rd party transcript, you know, platform like, read AI, and then take that transcript and just summarize it.

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Eddie McDonald: it would, I would be able to fully engage in the call versus having to ping Pong back and forth between talking and listening and taking notes and being able to depend on a a well executed post call. Summarization would be huge.

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Andy Whiteside: Hadn't.

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Andy Whiteside: And guys, I know this is part of it today and going to become more part of it. The sentiment right where you can tell where the call agent

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Andy Whiteside: or even the person in the chat is behaving in such a way that's

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Andy Whiteside: conducive to happy

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Andy Whiteside: in customer, or vice versa. If the other person's clearly angry and maybe want to route them somewhere else into the queue, that's you know. Gonna help them be satisfied quicker, or maybe realize. This person opened the case every day, and it's always ugly. So you know, we're gonna do with them what we wanna do with them like.

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Eddie McDonald: And then this last bullet, you know, is is as they say. It's not nothing, you know. Knowledge Article generation. There, I mean, you can. In an incident. You can create a knowledge article from the notes of that incident, but you still have to clean it up. You have to format it in the right form that's got to go to a knowledge manager to be able to do it. Gen. AI generated knowledge article that's automatically sent over to your knowledge. Librarian

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Eddie McDonald: would be a huge, huge step forward and a great time saver.

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Andy Whiteside: Yeah.

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Mike Sabia: Yeah, I mean.

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Andy Whiteside: Have to do is hit, publish.

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Andy Whiteside: if even that Brad.

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Mike Sabia: Right versus, you know. If I if I was to assign Hey, create a knowledge article, want my boss? I mean, I would want to be very careful. It might take me an hour, but with generative AI have a quick format. Ha! A quick you know sampling of what it could be, and then, of course, review super powerful if you can justify it. Yep.

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Andy Whiteside: So, Mike, the next one here is number 2 here unify the agent. Experience.

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Mike Sabia: So they talk here a little bit about the new relationship between service now and Genesis which is a generic company coming a little bit more on the the voice call aspect of it. But the idea is that you know we want to unify the whole experience. If we want to have somebody start off with the voice prompt.

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Mike Sabia: We want to have that that General AI discussion initiated right away. And of course, then it talks about the the the middle and back office workers. You know, the the middle office is people who are working the ticket. Maybe not customer focusing. Or you have the back office workers who support the the business of of, you know, supporting the business, but maybe not specifically related to that ticket, whether it be legal or marketing so forth.

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Mike Sabia: All those things are are super important to having that unified experience. If I'm a marketing person and I wanted to see a ticket, and I wanted to see you know how many tickets are coming from? What different type of customers having everything on one platform provides

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Mike Sabia: 1 point of view to everything that's going on in your organization.

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Mike Sabia: If we want to have a A, you know, going back to customer satisfaction. If we want to have a full look at. A customer having everything in one place is is tremendous.

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Andy Whiteside: Eddie, your thoughts.

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Eddie McDonald: Well, I was my apologies. I was focusing on the next section because the next section is my hot button about the self fulfill and serve on one platform. But no, I think Mike touched on it perfectly.

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Andy Whiteside: Okay, let's go the next one, self.

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Andy Whiteside: number 3 self-fulfill and serve on one platform. Eddie.

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Eddie McDonald: So

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Eddie McDonald: well. It's pretty universal that people will come, you know. They'll concede that salesforce is a better Crm. I've worked on both platforms, salesforce and service. Now from opportunity management, while I, I do agree that as a Crm. Salesforce holds the, you know, holds the lead there from opportunity management service now is just

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Eddie McDonald: so much simpler. The reporting is easier, you know the form layouts are better, the list views are better, and it ties in seamlessly, for when your projects kick off. So an integration between service now and salesforce, capturing opportunities and service. Now, I, you know one day I'll have a 1 on one with my boss and try to convince him of that.

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Eddie McDonald: But that's a joke, cause my boss is on the call.

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Eddie McDonald: But but anyway, that that is where I'm at. I I love the cell to fulfill all in one place and service. Now, does it really? Well.

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Mike Sabia: And and beyond just selling to customers, but like selling to a external customer.

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Mike Sabia: you know, saying, Hey, I wanna, you know, buy this service or buy this this, you know, Widget, or buy this this hardware the ability to request it in service now.

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Mike Sabia: to get it approved.

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Mike Sabia: to fulfill it based on existing stock in the stock room or initiate a order with your you know your purchasing system. Everything is in one place, and you get that that full visibility, rather than all those disparate systems and the inefficiencies that arise.

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Eddie McDonald: Yeah, Mike and I worked at a very, very, very large fortune. 500 company before this, and all of their catalogs were posted in service. Now all the procurement happened. I mean the sale. A lot of the sales folks didn't really have to communicate. The customer could do all the work themselves and get that order shipped to their front door. So yeah, it made it seamless.

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Andy Whiteside: That that would be awesome. It really would.

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Andy Whiteside: Number 4 here. Simplify manufacturing operations. Mike, go ahead.

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Mike Sabia: So similar to what I was just saying, with the the ordering of a you know person ordering a laptop and approval, and seeing if they're stock and so forth. But same thing be applied to a manufacturing operations. Hey? You know, we're a manufacturing company. We have to do all these things we need to make sure we have enough source material in order to support that, you know, to have the the orders to. You know, auto order things ahead of that stock running out to have exceptions to some of those topics

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Mike Sabia: to deal with your your dealer operations, hey? You know, here's a case with my my partner that I need to address. Here is a, you know, a delay with an order. How would we, you know, deal with that some of the ordered cash operations that that edit was mentioned before. Having all those things in service now is super powerful. It's not just about supporting your external customer, your. It's also supporting your business. Th those middle and back office systems.

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Eddie McDonald: Yeah. And you know, manufacturing specifically, they have lots of different platforms. And you know, we talked about disparate platforms earlier on this call. But that's 1 of the selling points to service now is we're gonna integrate. Be the platform of truth. Let's work in one place and have the platforms that do their job well, work in the back.

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Eddie McDonald: and let all of our folks have a single place to go and get rid of that swivel chair. Yeah.

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Andy Whiteside: I mean at a minimum.

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Andy Whiteside: You could have disparate systems. But you got to have one holistic platform on the back that maybe, and ideally can replace some of those, but if not, be the one that brings them all together.

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Eddie McDonald: Exactly. Yeah, the increased pro, I mean, even little things like a bunch of different, you know, if you have slack and teams and email. And it just it gets to the point where you have to remember who who answers, what message? Where we can solve that in one fail swoop.

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Andy Whiteside: Right.

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Andy Whiteside: Alright. Number 5

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Andy Whiteside: on immediate.

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Eddie McDonald: I think that's 1 fell swoop, not fail swoop. So I didn't want to be corrected. And the comments later on.

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Andy Whiteside: Number 5 automate access to field service talent. So you know, the field service is a staple in the service. Now, world?

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Andy Whiteside: How does that apply? Here, Mike?

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Mike Sabia: So I was talking with a customer. That is a health organization.

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Mike Sabia: And Nope, yes, you need to have a a case for different types of issues that are health related, you know. Maybe your your.

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Mike Sabia: you know, Internet based bed is having an issue or the the tablet you put in your patient's room, but you also have a lot of different locations. You might have your main hospital satellite hospitals. You might have

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Mike Sabia: medical devices at customers, houses, and to be able to schedule those deployments schedule that maintenance. That's what field service management is, and it's tied

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Mike Sabia: intimately with customer service management, you know, a customer says calls up there's a case, and that case might be able to be handled right away, or might require a technician to be deployed. And that's where that that tie in is to field service management. And having that that full view of the customer experience.

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Andy Whiteside: Yeah, yeah, you got this, you know. Statement, time is money.

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Andy Whiteside: Time is money, but in the field.

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Andy Whiteside: optimizing their time is certainly money, and time will spend, or investments well spent, any your thoughts on field services.

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Eddie McDonald: Well, and I love that. They taught. They called out that workers of all types, installers, technicians, home healthcare aids, and more. Some folks are more technically savvy than others. But the field Service management application, whether on your phone or your tablet, or wherever it's

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Eddie McDonald: it's like I've arrived. You click a button, you know, you could take notes right there what the fix needs to be. And, more importantly, even before the person even shows up. We know what's on. You know, we can take inventory of their vehicles and their skill sets and send the right people to the right location to make sure that we're not making multiple trips, as you said, Andy. Time is money. Let's keep the trips down.

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Eddie McDonald: But if the person on the other end isn't technically savvy, field service is still very user. Friendly.

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Andy Whiteside: Edim, go to you for this one to start with, and then we'll come back to Mike, and that is this very often used term these days. AI use of AI powered platform for transformation.

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Andy Whiteside: Eddie, how does this

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Andy Whiteside: and customer service?

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Andy Whiteside: And has it associate back to AI and transformation of that platform associated with customer service.

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Eddie McDonald: So it it all boils down to, you know. If you're not changing, you're dying. You've got to be able to look forward. This is, you know, AI is going to be part of business very, very soon. So

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Eddie McDonald: the

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Eddie McDonald: to transform how we address our customers is vital, because if you don't make it easy. They're going to go somewhere else. I gave you the example earlier about the window tenting. It's just you have to lean into it. You have to have a plan. Most importantly, you have to have a plan too many times. Mike and I are on calls, and it's like, talk to us about your 3 year digitalization plan. They're still working in spreadsheets, you know. Spreadsheets came out what? 1976.

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Eddie McDonald: It's like. Come on, you gotta get a plan together, and you have to execute because these customers are going to go where they are served best. So if you're listening to this, and you do not have a an AI platform to address your customers, or even a digitalization plan. We can help you with that.

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Andy Whiteside: Yeah, somebody asked the other day if if how?

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Andy Whiteside: Some of them within the company, not technical asked me how service now played in digital transformation. I'm like, it is digital transformation.

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Eddie McDonald: That's what it is. Yeah.

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Andy Whiteside: Yeah, Mike, your thoughts on this topic.

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Mike Sabia: I I wanna add, you know, in addition to what Eddie said, there are other aspects of AI in general of AI more than just case summarization, or or maybe feeding those answers to your end user, who's requesting a support with some topic, and, you know, utilize utilizing those keywords in order to to provide a good answer. There's also

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Mike Sabia: operations management. If you have, you know, traditionally, an alert gets created when something breaks or something, you know. Fif, you know, meet some threshold, but if you can have AI, look at that and say, Hey, maybe we're close to the threshold, but we're steady versus. We have another ticket which is ramping up quickly, and is projected to exceed that in 2 weeks, which one is more important, the one that's lower than the threshold, but is trending up. And with AI, you can start doing that. That

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Mike Sabia: that customer operations where you you identify issues before they happen in order to keep the customers rather than waiting for some fire drill.

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Andy Whiteside: Yeah, that's.

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Mike Sabia: Satisfaction right there.

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Andy Whiteside: It's your only hope of doing that in a scalable way. Where you're you know your

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Andy Whiteside: you're you're getting to the source of where the

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Andy Whiteside: you know, the data lies

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Andy Whiteside: cause humans just can't just can't process it enough.

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Eddie McDonald: It's it's proactive versus reactive. It just gives you the opportunity to get ahead of a problem.

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Andy Whiteside: Yep.

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Andy Whiteside: Well, guys, I think we covered the 6 that they laid out, and here are there.

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Andy Whiteside: if you wrote this blog was there is there another one? You would have added.

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Eddie McDonald: No, I think they touched on pretty much everything I mean the takeaway is. Yes, this conversation was based on customer service, but

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Eddie McDonald: everything about this topic is about increasing productivity with additional visibility, saving time. If there's something a machine can do and let the person focus on the big picture, let the machines do the grunt work and let us do the important stuff.

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Andy Whiteside: That's what the machines all the way back to many, many years ago, hundreds of years ago. That's what the machines were built to do. It's just now. They they do it

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Andy Whiteside: more with software than hardware, and they do it almost

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Andy Whiteside: as smart as we do, but they certainly can do it at a scale that we can't

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Andy Whiteside: correct. Yeah, yeah.

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Andy Whiteside: Mike, anything else, Dad.

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Mike Sabia: You know the article talked about.

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Mike Sabia: you know, Middle and back offices, but

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Mike Sabia: somebody who knows that customer service management is not just for external customers knows what that means to be able to support those non. It used cases, but if I were to write I probably would have spent a little bit of time, just a emphasizing the fact that customer service management is not just for your external customers. It is for non, it use cases, your legal department, your marketing department. Anybody who's working cases can have those cases worked in service. Now and then all those 6 aspects apply to those

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Mike Sabia: yeah.

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Andy Whiteside: Yep.

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Andy Whiteside: Well, gentlemen, thanks for the time today. Talking about the AI and customer. Customer. Success. Oh, sorry I did to myself. Customer service go hand in hand, but I appreciate it, and we'll we'll get back together in a couple of weeks and do it again.

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Eddie McDonald: Alright. Thanks, Andy. Thanks, Mike.

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Eddie McDonald: Yep.