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Back to the Future: Customer Service in 2023

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Find out what the future of customer service will look like from ServiceNow and Forrester.

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Back to the Future: Customer Service in 2023

  1. 1. Back to the Future: Customer Service in 2023 Holly Simmons Sr. Director Customer Service Mgmt. ServiceNow Ian Jacobs Principal Analyst Forrester Research
  2. 2. 2 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Challenges in customer’s journey Search Website Call Customer Service No Solution— Issued Case # Calls Customer Service Again No Permanent Solutions Needs Not Anticipated Unable to Help Themselves “Why is my product not working?” “When will this be fixed?” “Why am I telling you there is a problem?”
  3. 3. 3 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Undesirable results for customer service leaders Reduced CSAT Lost Revenue Higher Costs $$
  4. 4. 4 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Engagement is not enough Customer Engagement
  5. 5. 5 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Service management is the missing piece + Service Management
  6. 6. There is a better way Service Management Customer Service Management Customer Engagement +
  7. 7. 7 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. A better way to deliver customer service ServiceNow Customer Service Management ProactiveConnectedEffortless
  8. 8. 8 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. ServiceNow: Real value outcomes for our customers 200Cases generated daily via monitoring 15%Decrease in agent case creation as a result of adding self-service EFFORTLES S CONNECTED PROACTIVE 100%Decrease in case assignment time Other company names, product names, and logos may be trademarks of the respective companies with which they are associated.
  9. 9. © 2018 FORRESTER. REPRODUCTION PROHIBITED. Back to the Future: Customer Service in 2023 Ian Jacobs, Principal Analyst
  10. 10. That moment
  11. 11. 12© 2018 FORRESTER. REPRODUCTION PROHIBITED. But five years from now?
  12. 12. 13© 2018 FORRESTER. REPRODUCTION PROHIBITED. Emotion rises to the top
  13. 13. 14© 2018 FORRESTER. REPRODUCTION PROHIBITED. CX stagnation has set in!
  14. 14. 15© 2018 FORRESTER. REPRODUCTION PROHIBITED. The 3 E’s of CX drive real outcomes
  15. 15. 16© 2018 FORRESTER. REPRODUCTION PROHIBITED. Customer service rep (CSR) is empathetic and understands customer needs Brand values customer’s time Company makes customers feel valued Access to customer service is convenient (e.g., phone, app, or chat) Customer can easily reach a live person when needed CSR has the authority to solve problems without having to ask a supervisor Company resolves issues quickly CSR makes sure that all of a customer’s questions are answered Company repairs or replaces faulty products Emotion Ease Effectiveness CX quality Customer service quality Customer service influences the three E’s of CX
  16. 16. 17© 2018 FORRESTER. REPRODUCTION PROHIBITED. Not enough focus on emotion – or too much focus on effectiveness Customer service rep (CSR) is empathetic and understands customer needs Brand values customer’s time Company makes customers feel valued Access to customer service is convenient (e.g., phone, app, or chat) Customer can easily reach a live person when needed CSR has the authority to solve problems without having to ask a supervisor Company resolves issues quickly CSR makes sure that all of a customer’s questions are answered Company repairs or replaces faulty products Emotion Ease Effectiveness CX quality Customer service quality
  17. 17. 18© 2018 FORRESTER. REPRODUCTION PROHIBITED. Not enough focus on emotion – or too much focus on effectiveness Customer service rep (CSR) is empathetic and understands customer needs Brand values customer’s time Company makes customers feel valued Access to customer service is convenient (e.g., phone, app, or chat) Customer can easily reach a live person when needed CSR has the authority to solve problems without having to ask a supervisor Company resolves issues quickly CSR makes sure that all of a customer’s questions are answered Company repairs or replaces faulty products Emotion Ease Effectiveness CX quality Customer service quality
  18. 18. 19© 2018 FORRESTER. REPRODUCTION PROHIBITED. In 20 out of 21 industries, emotion was the largest contributor to CX Industries in which emotion dominates Emotion Other
  19. 19. 20© 2018 FORRESTER. REPRODUCTION PROHIBITED. How do you influence emotion in customer service?
  20. 20. 21© 2018 FORRESTER. REPRODUCTION PROHIBITED. Automation
  21. 21. 22© 2018 FORRESTER. REPRODUCTION PROHIBITED. The AI Value Chain for Customer Service
  22. 22. 23© 2018 FORRESTER. REPRODUCTION PROHIBITED. What do we want?
  23. 23. 24© 2018 FORRESTER. REPRODUCTION PROHIBITED. What do we want? Chatbots!
  24. 24. 25© 2018 FORRESTER. REPRODUCTION PROHIBITED. What do we want? Chatbots! When do we want them?
  25. 25. 26© 2018 FORRESTER. REPRODUCTION PROHIBITED. What do we want? Chatbots! When do we want them? Sorry, I didn’t understand your request.
  26. 26. 27© 2018 FORRESTER. REPRODUCTION PROHIBITED. 1. Agent assistance Web chat conversation Suggestions
  27. 27. 28© 2018 FORRESTER. REPRODUCTION PROHIBITED. 2. Chatbots front-end agent interactions Chatbot hands interaction off to agent Step 3 Chatbot authenticates customer Step 1 Agent resolves customer’s issue. Step 4 Chatbot determines intent and gathers all relevant information Step 2
  28. 28. 29© 2018 FORRESTER. REPRODUCTION PROHIBITED. 3. Automated customer interactions • Decision tree interactions that often could have been automated in some other self- service touchpoint • Often with generic answers (everyone gets the same service and answers) • When personalized, very rudimentary (single back end- system look up – “When is my auto loan due?”)
  29. 29. 30© 2018 FORRESTER. REPRODUCTION PROHIBITED. 4. Humans and virtual agents intertwined
  30. 30. 31© 2018 FORRESTER. REPRODUCTION PROHIBITED. 5. Conversational self- service solves complex issues © 2017 FORRESTER. REPRODUCTION PROHIBITED.
  31. 31. 32© 2018 FORRESTER. REPRODUCTION PROHIBITED. Goodbye CSR. Hello…case manager? Bot wrangler? Superagent?
  32. 32. 33© 2018 FORRESTER. REPRODUCTION PROHIBITED. Human assist will be an escalation channel Source: Kevan Davis, under Creative Commons license
  33. 33. 34© 2018 FORRESTER. REPRODUCTION PROHIBITED. Upskilling: is Superagent lurking behind Clark Kent’s glasses?
  34. 34. 35© 2018 FORRESTER. REPRODUCTION PROHIBITED. The technologically-augmented service provider Human voice to the customer Predictive systems Conversational assistance Policy and workflow automation IoT data feeds Personality-driven matching
  35. 35. 36© 2018 FORRESTER. REPRODUCTION PROHIBITED. Or underneath that mild- mannered L1 agent façade does there lurk…a mild- mannered L1 agent? (We knew it wasn’t Professor Hyde-White all along!)
  36. 36. 37© 2018 FORRESTER. REPRODUCTION PROHIBITED. What needs to change in your organization to employ superagents?
  37. 37. 38© 2018 FORRESTER. REPRODUCTION PROHIBITED. Some questions to consider • If your service personnel more resemble knowledge workers, can your metrics continue to look like factory work? • If your service personnel more resemble knowledge workers, can you have managers and supervisors that also come from a factory mindset? • If your service personnel more resemble knowledge workers, will employee experience become as critical as customer experience? • If you need workers with unique and critical skills, can you hire enough of them within commuting distance of a brick and mortar contact center? (Both work at home and gig economy models could help) • If you break down the walls of the contact center, what needs to change to create trust in quality monitoring and performance management? Will command-and-control thinking work here?
  38. 38. 39 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Q & A Thank you for joining us. Ian Jacobs Principal Analyst Forrester Research ijacobs@forrester.com Twitter: @iangjacobs Holly Simmons Sr. Director Customer Service Mgmt. ServiceNow
  39. 39. 40 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. On-demand webinars Check out our on-demand webinars in the Resource widget below, or at www.servicenow.com ON-DEMAND

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