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Customer Experience in 2019: The Necessity for Humanized Customer Engagement

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Successful customer service will require humanized engagement methods.

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Customer Experience in 2019: The Necessity for Humanized Customer Engagement

  1. 1. CX in 2019: The necessity for humanized customer engagement Terence Chesire Product Management Leader, Customer Service Management ServiceNow Paul Greenberg President The 56 Group Guest speaker:
  2. 2. 2 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Challenges in customer’s journey Unable to help themselves Why is my product not working? Search website Call Customer Service
  3. 3. 3 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Challenges in customer’s journey No permanent solutions Unable to help themselves Why is my product not working? Search website Call Customer Service No solution— issued case # When will this be fixed?
  4. 4. 4 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Challenges in customer’s journey No permanent solutions Needs not anticipated Unable to help themselves Why is my product not working? Search website Call Customer Service No solution— issued case # Calls customer service again When will this be fixed? Why am I telling you there is a problem?
  5. 5. 5 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Undesirable results for customer service leaders Reduced CSAT Lost Revenue Higher Costs $$
  6. 6. 6 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Engagement is not enough Customer Engagement
  7. 7. 7 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Service management is the missing piece + Service Management
  8. 8. 8 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. There is a better way Service Management Customer Service Management Customer Engagement + 8 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential.
  9. 9. 9 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. A better way to deliver customer service ServiceNow Customer Service Management ProactiveConnectedEffortless
  10. 10. 10 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. ServiceNow: Real value outcomes for our customers 200Cases generated daily via monitoring Effortless Connected Proactive >99% Decrease in case assignment time 15% Decrease in agent case creation as a result of adding self-service Other company names, product names, and logos may be trademarks of the respective companies with which they are associated.
  11. 11. 11 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Conversation with Paul Greenberg, President of The 56 Group
  12. 12. 12 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. How is customer engagement related to customer experience?
  13. 13. 13 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Definition of customer engagement The ongoing interactions between company and customer, offered by the company chosen by the customer Definition of customer experience How a customer feels about a company over time
  14. 14. 14 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. How important is personalization for outcomes valued by customers?
  15. 15. 15 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Data is useless – until it is used in context Data 1. 17.5 ounces white flour, plus extra for dusting 2. 2 tsp. salt 3. ¼ ounce fast- action yeast 4. 3 tbsp. olive oil 5. 10.5 fluid ounces water Information Recipe for making bread Knowledge How you make the bread Insight Judging from comments on those who ate the bread made with this recipe: Can be made even more healthy and taste equally good with multigrain flour and 1 tbsp. more olive oil
  16. 16. 16 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. What process-related components should not be overlooked when improving personalized service delivery?
  17. 17. 17 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. The first rule of customer engagement club is KEEP THE ORDINARY, ORDINARY When the ordinary fails, the impact is greater on the experience than when the extraordinary fails, because there is no expectation of possible failure of the ordinary.
  18. 18. 18 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Is humanization different than personalization?
  19. 19. 19 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Valuable to companies and organizations for different reasons: Personalization increases message relevancy, which boosts behavior rates Humanization increases kinship, which boosts trust Source: Convince & Convert, Jay Baer, https://www.convinceandconvert.com/content-marketing/why-you-need-both-personalization-and-humanization/
  20. 20. 20 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. If a company wants to provide more humanized customer engagement, where should they start? What foundational elements need to be in place?
  21. 21. 21 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. The customer’s life Vendors/ Suppliers Partners/ Channels Company External Agencies Customers Friends Family Other Companies Everything Else Going On
  22. 22. 22 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. Q & A Thank you for joining us. Terence Chesire Product Management Leader, Customer Service Management ServiceNow Paul Greenberg President The 56 Group
  23. 23. 23 © 2019 ServiceNow, Inc. All Rights Reserved. Confidential. On-demand webinars ON-DEMANDCheck out our on-demand webinars at www.servicenow.com

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