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: Fred Reynolds
Co-host: Eddie McDonald

Transcript

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Andy Whiteside: Everyone. Welcome to Episode 37 of syncing with service. Now I'm your host, Andy Whiteside. I'll knock the commercial out real quick, guys

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Andy Whiteside: if you're listening and you are working with a servicenow partner that doesn't bring value beyond table stakes that doesn't add thought leadership into what you're doing doesn't have years and years and years of experience. And, by the way, I'm talking to Servicenow people, too, if you're working at Servicenow and your partners aren't doing that, or maybe they used to do that, and they got bought by somebody. Now they don't do it anymore, or they do it, and they want to charge a fortune for it. Zenteger is a partner that was built from day one

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Andy Whiteside: to help vendors. Ak. Service now, and customers be successful. This service now thing. This platform is unlimited in what you can do with it. You'll never get everything out of it starts with having the right mindset Mike Savi is with us. Mike is our master architect. Mike. How are you today?

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Mike Sabia: I'm doing well. Thank you, Andy.

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Andy Whiteside: And I would ask you to echo what I just said, cause you just came from another partner. But that's why you're here. That's why you joined.

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Mike Sabia: No, it's true, and and my well, partner wasn't wasn't bad. But I needed a fresh look, and and sometimes you need, you know fresh eyes, you know. Take a look, find out what another partner can do, what what their perspective is, and help you look at your things differently, which is, in fact, one of the topics for today.

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Andy Whiteside: And you know I tell people all the time you should always have. You should always have 2 partners

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Andy Whiteside: just to get second opinions. Right? You, you have 2 doctors quite often hopefully, you do, especially if it's something serious. The second opinion is not bad, at least especially one that does a podcast where you don't even have to go see them. You just listen to their podcast every. Once in A, while

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Andy Whiteside: Fred, Reynolds runs the practice, Fred, you came from a via. Did you have at any point in time? Did you have more than one partner you were talking to, just to validate conversations.

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Fred Reynolds: Oh, absolutely, I mean, I think, as an enterprise company, you always have multiple partners, and some partners are preferred by, you know, procurement to go after. I think when it comes to certain technologies, right? You certainly have to look and start to trust the partners that have the the knowledge to go along with that technology cause. There's some big partners. They know a lot about a lot of things, but not specializes in certain things. So 100.

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Andy Whiteside: And it's 1 thing to say. Somebody thinks they know it all about a product. This is a platform nobody knows at all, including service. Now.

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Fred Reynolds: Correct.

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Andy Whiteside: Eddie Mcdonald's with us, Eddie. You've been around the block for well, a long time.

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Andy Whiteside: You've you've probably had opportunities where other partners came in and talked to customers that you were working with, and maybe advised them along the way, and that wasn't necessarily the end of the world, for everybody.

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Eddie McDonald: Yeah, it's it's funny you mentioned Fred, because Fred was one of my customers, and yes, Avaya did have a number of different partners. He always tasked me to come clean up their mess. But yeah, it's it's not uncommon to have multiple partners, and Mike kind of nailed it, you know, you can't know it all. But there are areas that we are truly exceptional at. And and we're happy to jump in if we can.

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Andy Whiteside: Yeah, I I love your mess comment, because that's an easy one for us. I tell people all the time the best customer of say, Product X, or Platform X for me is somebody who's already worked with somebody else. So we know where you know where to come in and what to fix and look like heroes

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Andy Whiteside: Tommy for day. It's a blog from July 17th of this year, from Matt O'brien.

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Andy Whiteside: The topic is a unifying customer experience with contact Center as a service.

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Andy Whiteside: Yeah, I had an interesting conversation with somebody early on when we got into this service now game, and they didn't understand why we were using service now, and not just a you know, some other contact center or even field service management tool.

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Andy Whiteside: And I tried to explain them, because service now is the thing that's bringing all of these technologies together and all the things we're doing in the business. Mike, you had a lot to do with bringing this blog. Why'd you pick this one.

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Mike Sabia: I, you know.

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Mike Sabia: as we look at the further development of the personal platform, but, in fact, the industry and how we are approaching our technical complexities. One of those things is that our customers often are outsourcing, whether it's driving to your restaurant or deliveries or the customer service help desk, and if if you have a a partner who's doing your help desk, and you have that concept of a

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Mike Sabia: customer care as a service that means somebody else is doing it for you, or could do it for you. You know what? What are the opportunities to perhaps outsource ability, or even just take advantage of some of the capabilities that they do in order to improve your own.

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Mike Sabia: your own business. I I have quite a focus, historically, on customer service management, and this is one of them. You know. You have your your help, desk, your tier one who are taking calls. And how are you gonna improve that? Are you just gonna be doing the as as the articles that are you? Gonna do you know the same old stuff with the same old results. Or do you want to take a fresh look at what is possible, and how you can improve things? And we'll talk a little bit more as we go through this.

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Andy Whiteside: You know, one of the things that comes to mind, as you're saying, that is, I get the experience as does most people. Lots of different customer service experiences when you go to one where you they get it right, and they know who you are when you call, and they've got you tied to your account. They don't ask you all the same old dumb questions, or they're able to help you solve your problems quick, and you're, you know, shocked how quick it was. And then you go to someone who's not. It becomes clear who's using the technology and who's not using the technology.

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Andy Whiteside: Fred, have you had an experience like that.

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Fred Reynolds: I mean, no, it's what's funny is we're sitting throughout Contact Center. But I what just popped in my head real quick is like when you think about going out and customer experiences a a a period I think about like Chick-fil-a's drive through right? I mean, when you go out to eat. It's like, if you had a pick between going through this drive through. Go to a chick-fil-a, and you're in a hurry like Chick-fil-a is figured out how to work their drive throughs. I'm sure that's the same for your area, you know. You said it right, Andy WI just had a couple of issues here at the house of my Internet

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Fred Reynolds: lot. A lot of things are breaking at the same time. So I'm calling different numbers to get support. I can tell the ones that are actually have a very clean customer service support center as well as the back end, because I had a better experience from the front. And I think that's more. What we need to talk about here is, how does the back end help customers get a better experience overall? You can always tell. It's very broken and fragmented because you get passed to like 6 different people having to provide them the same information. And it's very annoying. So

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Fred Reynolds: yeah, I've experienced that all weekend.

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Andy Whiteside: So, Eddie. The bullets they call is orchestrate. The customer journey unify the agent. Experience.

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Andy Whiteside: which, by the way, the agents, being happy at their job is probably a big part of this, too, improve the workflow in the contact center. And beyond

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Andy Whiteside: are these 3 topics that align with what you think were covered today.

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Eddie McDonald: It is. And you know, if you've been on a number of these podcasts, I'm always leaning into the people, part part of the platform. Of course I'm you know. I drank the service now, coolly a long time ago. But how does the platform impact the people? And, to use Fred's example.

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Eddie McDonald: You know Chick-fil-a is doing it right. They double the size of their drive throughs. I mean, that's a lot of money for the you know, the land they had to use. They put folks outside, I mean, they delivered to your car versus you having to come up into the window. It is an investment that they made in in their customers, and an investment they made into their employees to create that better experience. And it's any anybody that works.

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Eddie McDonald: Organization doesn't matter what business you're in. You have customers, and everybody should be focused on servicing them, because a happy customer is gonna stay. And it's a lot cheaper to keep a customer to go out and find a new one.

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Andy Whiteside: You know you said something just now that was interesting me. I didn't think about the fact that

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Andy Whiteside: 1st time I saw 2 lane drive throughs with service. Now service, now Chick lay doing it, and then. Now a lot of the places where they have, you know. Continuous customer you know, backup and things are are doing it, and they're even some of the ones that don't have it. They they do it by default, because they're trying to keep up with the market leader

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Andy Whiteside: absolutely.

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Eddie McDonald: Really.

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Andy Whiteside: Here's the quote for the the next section says, same old issues, same old results by bringing. There's the quote from the blog by bringing together service. Now, customer management service management and leading contact center as a service platforms, organizations can deliver an unmatched level of speed and consistency to customer service experiences.

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Andy Whiteside: Mike, is this about really taking service now and bringing other contact center softwares into the mix and optimizing and making them more powerful.

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Mike Sabia: In many cases. Yes. So you know, part of that service experience is, you know, when you call up and you get those voice prompts. What are you doing with them? And yes, you can, you know, have some awkward steps. We have to, a, you know. Go through S. 5 layers of of questions. But if you have an optimized voice props.

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Mike Sabia: you can ask the correct questions and then send it to the correct team.

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Mike Sabia: Now, service now does have some new voice capabilities where you can actually define those voice prompts and those categories in service now itself. And then you can adjust it and based on that from service. Now you can say, Hey, if they're asking about this, send with this team. If they're asking about this. Send to that team.

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Mike Sabia: But ultimately the whole article is talking about.

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Mike Sabia: If somebody's coming in.

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Mike Sabia: you want to get them to write

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Mike Sabia: group, and

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Mike Sabia: ultimately, ideally, you'd want to get it to the right person based on skills.

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Andy Whiteside: And you know, it's we're 13 min into the podcast. Here. And we're gonna bring up the acronym, AI the promises with AI, this becomes even smarter, even better. And you don't even have to, you know, manually populate prompts it. It. It understands what humans

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Andy Whiteside: and how what humans are asking for, and then narrows it down from there.

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Mike Sabia: Yeah. But you know, if you can ask you know voice to text or text to voice, rather. To to find out what things ask them for, you know.

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Mike Sabia: do some AI against them. The words they're asking. They're they're asking and and send the correct team, and then have that team and correct, directed to an individual absolutely speeds up the the experience for the end user.

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Andy Whiteside: Yeah, so, Andy.

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Fred Reynolds: I think it's next. The next part of this is certainly AI, right, but I think there's so many companies to haven't cracked the 1st nut, right? Because I think it says it somewhere in here, too, right? On the average, agents gonna have to contact or log into probably 4 different systems to be able to help a customer. That's the power that I see here. We did it at a vital when we started using. This was our Core

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Fred Reynolds: Contact Center platform to use for our manage service customers. They came in the service now. First, st it was the integrations we did on the background to make sure they had information coming in from all the back office systems, or even the sales tools, to put in front of that agent all the information they need to answer the questions.

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Fred Reynolds: what the customers dealing with, then I think it's that next step is the knowledge articles, the things that relate to what the issues they're having right? The more we know about that. Did AI can plan into saying, Hey, maybe they do these things that help solve those? Did the mics point right, having it all at one place to route and get it to the right people. Fast is important, so it all has to be there.

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Eddie McDonald: And and that last sentence there is really impactful. 69 of customers say they're likely to switch brands due to poor service experience. So that's a huge number. But it also doesn't mention the agent. How many employees leave because of a poor experience? And what's the cost? What's that? A cost of attrition, you know, to onboard, somebody new get them up to speed, and Yada Yada, usually tens of thousands of dollars of lost

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Eddie McDonald: productivity to replace somebody. So not only find new customers. You have to find new employees with the bad experience.

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Andy Whiteside: Last week in our.

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Mike Sabia: And our

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Mike Sabia: Podcast last week I mentioned that I had worked at a company, and I had to work with some awkward tools. And and I don't know there was the reason I left, but it was certainly a contributing factor just to build one other thing that I had mentioned. And and this article suggests, you know, that it's an end consumer. Somebody

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Mike Sabia: having Internet issues, somebody having, you know, going through the the restaurant line, but this can also apply to business, to business customers as well. Hey? I have, I calling up. I have an issue with.

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Mike Sabia: But you know something's down. Something's not working and and being able to stay in one system and see what changes happen to to be able to see whether there's an event so alarms coming on devices that single platform, rather than 4 different point solutions.

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Mike Sabia: absolutely improves time and improves the customer satisfaction.

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Andy Whiteside: So I wanna highlight real quick. And this is this is my restaurant experience, especially with my significant other. It's calling out a singular or customer service experience, you could have 20 great ones, 20 good ones, 20 great ones, and have one poor, one poor. Next thing, you know your opinion of that organization just went down.

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Fred Reynolds: Yeah.

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Andy Whiteside: Next section. Here a new vision for customer service. Mike. It calls out 3 things, centralized integration and work routing unified agent workspace, optimize workforce engagement, go ahead and take on those for me.

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Mike Sabia: Sure. So

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Mike Sabia: if you're familiar with service now, and I'm I'm gonna try to be a little less technical. But the idea is that if somebody calls up, you know, there's what service now calls an interaction. You're not sure if it's a missed dial, whether they're having an Internet issue they want to order something service. Now that has this idea of an interaction, you're able to gather some information, and as you know what that is, then you can create the correct type of ticket and tied when with, that is is the work routing. If you're able to determine enough information

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Mike Sabia: about the call, whether that's bed in from your telephony system, or speaking to the person, you can get it to the correct group. More appropriately, and by using AI on some of the voice prompts, or on some of the messaging. If you're

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Mike Sabia: omni-channel interface of in in question right here as an email, may it be rather than a phone service that will speed up that routing and get things done quicker.

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Andy Whiteside: Yeah.

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Mike Sabia: So for the second one we talked a little bit, and.

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Andy Whiteside: Just maybe let and I'm sorry I teed you up wrong for that. Maybe let Freddie come in on each of these as you finish each one.

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Andy Whiteside: Fred, Eddie, any thoughts on the 1st one, your centralized interaction and work routing.

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Eddie McDonald: I was actually looking at the optima optimized workforce engagement, you know. So whenever you hear engagement, think productivity and productivity is money in your pocket. So obviously, I'm always looking at the people experience part, but there's only value in that. If we're saving money and keeping them to be productive. So sorry. I'll have to read the 1st one. I don't know if Fred comment on that one.

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Andy Whiteside: That's fine. We moved on to the money conversation. That's.

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Eddie McDonald: I mean, I'm only look. I mean that my dad, my dad, only gave me one good piece of advice, my entire life, and it, was the answer. To none of your problems is less money.

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Andy Whiteside: There's.

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Fred Reynolds: On AI and routing. I mean, obviously, that's really important, I think, for that customer satisfaction. And moving quickly. And again, we would talk about. It's kind of funny. We had a lot of

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Fred Reynolds: interaction of this conversation around the agents being happy. And I started really thinking about that, because there is a lot of churn in that industry with people trying to work contact centers and part of the frustration gets to be is the tools on the back end, not assisting them in providing the information, and the customers getting very irritated because it's not fast enough. I think these are the things that really empower them to do their job on that AI side. It works so much faster than us, and brings things to our fingertips, and routing to the right people saves that interaction of putting people on hold and moving around. So I think

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Fred Reynolds: that's really, that that that will really help a whole lot.

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Andy Whiteside: I'm sure there's concerns as to whether AI will replace some of these jobs and it and it might, it probably will. But it'll also for the people that continue to do these jobs. It'll make it a whole lot easier, for that's for sure.

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Mike Sabia: Yes.

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Fred Reynolds: So service, but probably not from a true contact center perspective.

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Eddie McDonald: And you know the thing. I that argument comes up all the time that AI is gonna replace jobs and and typically it will, it might replace a handful of of entry level jobs. But at the end of the day it's gonna take people, and it's gonna take the nonsense off their plate for the day. It's gonna make their jobs easier, you know, who wants to compile notes. I used it twice today to compile notes into a bulleted form that I needed to send out in an email.

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Eddie McDonald: And it took me seconds and versus a half an hour. So yeah, I feel that everybody's going to use it, and it's going to be second nature.

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Eddie McDonald: No.

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Andy Whiteside: So. Fred Mike, Eddie's number 3 here optimize workforce engagement. You know, time is money, and people are more efficient thoughts on that one.

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Fred Reynolds: I think that's the key to business in general. Right? I mean, you have to. You have to be able to keep up with that I mean, I know at A at the where I was we had 1,800 people working on.

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Fred Reynolds: you know, tickets and instances. They were working through this stuff. So you have to optimize as much as possible, your agents being able to get to it quickly again. I think we've kind of beat that in there, but having the tools for their desktop, for to be able to find and route and to do their work is key.

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Andy Whiteside: So number 2, I think. Go ahead. Sorry. Mike, go ahead.

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Mike Sabia: I was just gonna add on to that one of the capabilities that service now has, that not all customers. Leverage is the idea of

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Mike Sabia: you know, going to the portal and chatting with the agent or

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Mike Sabia: you know, having different ways that a customer comes into

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Mike Sabia: the person, and if you can visualize and see some of those advantages you can have, you know, a better, quicker answer. Now I'm kind of diving into 2 a little bit. But the what I guess what I'm pointing out is that you know a lot of this calls that come into service. Now, you know you've done a service. Now it's done a lot of tremendous work to improve

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Mike Sabia: their platform, and if

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Mike Sabia: we can leverage those, then you take advantage of it. Whether it is, you know, a user, a, a, an agent being able to see that there have a phone call and maybe a a chat from a portal, and maybe an email coming through if they're able to see how much work they have, maybe have, you know, routing based on how busy or how many calls one person is working. All of that stuff is gonna optimize in order to have

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Mike Sabia: possibly, you know, less staff employed. Maybe not. Just have an on call or people just handling chat, but maybe handling chat and phone to be able to in, you know, weave those together into a a. A efficient method is gonna improve your your workforce.

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Eddie McDonald: You know, Mike, that's a really good point, because, you know, agents don't all. Just only talk on the phone. And there's an entire generation of people, young folks who would much rather chat or or work in a portal versus call somebody on the phone, and if you can make those agents be able to take multiple points of contact at once without having to get on the phone and keep them make them faster. That's only gonna help your bottom line.

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Andy Whiteside: Yeah, I'm gonna take Number 2 here and and tie it slightly into my own experience, doing, you know, support desk type of work and a unified agent workspace for the workforce. And what I mean by that is, there was many, many times I would inherit a ticket from someone else who had 0 notes like there was nothing. What if there was some AI out there in a product like service now bringing all those notes forward, no matter whether the other person ever logged the thing or not.

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Andy Whiteside: I would be so much better off when that ticket came over to me than I would have been, you know, had I relied on a human being.

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Mike Sabia: A, and I'm just a absolutely Andy, you know the ability to have AI, you know. Summarize the tickets. Somebody pick it up quickly.

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Mike Sabia: That's what service now is pushing that being said, there's a lot of other efficiencies that service now has added to its agent workspace, you know, if you are on service now a few years ago. It it's it's a very

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Mike Sabia: straightforward interface, maybe not super fancy, but is did the job, and then service. Now it spent the time into their agent workspace. So that if you are handling, you know a phone call and email a chat, you don't have to scroll around, you know, 3 different browser windows. Everything's in one browser windows, perhaps some tabs underneath that it is purposely built. They they move the comments up to make it face forward. They rearranged it for efficiency based on those efficiency studies it has that

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Mike Sabia: enhanced workspace. And it's unified not just to you know the the case that you're handling for the user, but maybe opening up underlying tickets like an incident or change, or having access to you know, outage reports having everything unified.

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Andy Whiteside: Yeah.

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Andy Whiteside: So, Mike, the last section it's called the next evolution in Cx, you know, customer experience. I think you kinda just summed it up. But I mean, what specifically do they call out in this last section around the evolution that you just mentioned.

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Mike Sabia: So one thing that mentioned, and I kind of alluded to this at the very beginning was, they have the customer service as a solution or as a service, and just to take a quick tangent. There are some customers who, you know, have their own service. Now there are. Some customers are very small, and can just be attendant on on a larger instance. But there are also some customers say, Hey, we don't have the time to, you know, hire our own service. Now, stuff! We want.

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Mike Sabia: partner, like Santegra to have a separate instance, but they manage it for us. Similar thing, for here, you know, maybe they have customer service as a service. They have somebody else utilize it, and that is a capability that service now is absolutely supporting. That'd be the 1st paragraph. Second paragraph talks about that intelligent routing, maybe based on capabilities and skills. So like, Hey, I have a network issue. But it's a VPN issue. So let me send it to the person with with the VPN. Experience.

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Mike Sabia: Automated workflows. The ability to, you know. Have the workflow, you know, smoothly go through rather than waiting on multiple people to do their task, and then maybe forgetting they have to do the task the whole solution orchestrates together, and when you talk about customer service and how you're going to, you know, be better than you were 1020 years ago, and service your customers better. You have to look at that whole picture.

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Andy Whiteside: Brett any thoughts.

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Fred Reynolds: Well, I think my overall thought is, let's go back to the fact that we're talking about service now here in the customer

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Fred Reynolds: Service and contact center perspective. Right? I think this shows the growth of service now over the last 10 years, when I 1st looked, the service now is not the area that I was looking for in so I think the investments they've made, I mean, when you look at what they put together from A from a Csm perspective. And now the customers

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Fred Reynolds: viewpoints the portals, the dashboards like Mike, said the agents. What comes to their fingertips, and how they displayed how it looks. I think they've done a lot in this area to where now I believe that a customer can absolutely build it in the in solution on service now from the customer to back end. So I think that's a kudos to this investment, and how much they put towards changing that customer experience on the service, now platform.

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Eddie McDonald: Yeah, if you want me to wrap up Andy. I'll go ahead and finish up with your commercial at the beginning. You know we talked about. You know, service now is huge and not everybody's gonna know everything. But customer service management is an area of the platform where we truly excel. Our team has been building Csm. On service now, before it was an option on service now. So we have deep tenured experience and and all things.

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Eddie McDonald: customer service management and field service management. And this is just the next iteration of that.

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Andy Whiteside: And Eddie and Fred and Mike what I would just add to that it that applies in our world to customers of all sizes, because that same customer experience that you know the blogs talking about here is something we're doing for ourselves, and we've made part of our managed instance that can easily be shared with other customers. So you know, most people when you have these service. Now, conversations, think of the big, the big players medium players at a minimum in our world. It applies to everybody looking for that customer journey.

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Fred Reynolds: It's a great point, no matter how large or small we have that ability to deliver today for them.

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Andy Whiteside: Yep.

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Andy Whiteside: Well, guys, I appreciate the time jumping on today. Talk about something that is relevant across the entire industry, no matter what the industry is everything, so I appreciate it, and I look forward to talking again.

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Andy Whiteside: It can't count.

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Fred Reynolds: Good.