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How AI Will Transform Customer Service

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Customer engagement is not enough. Find out what the missing piece is for driving extraordinary customer service.

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How AI Will Transform Customer Service

  1. 1. Webinar: How AI will transform customer service Vice President, Principal Analyst Forrester Research Guest Speaker: Kate Leggett Sr. Director, Customer Service Management ServiceNow Holly Simmons
  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 20%Improvement in CSATs from faster issue resolution 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. How AI Will Transform Customer Service Kate Leggett, Vice President, Principal Analyst Forrester Research
  10. 10. Think about this …
  11. 11. 11© 2018 FORRESTER. REPRODUCTION PROHIBITED. Source: Forrester Research “Winning In The Age Of The Customer” report. Empowered customers have given rise to a new era
  12. 12. 12© 2018 FORRESTER. REPRODUCTION PROHIBITED. Effectiveness Emotion Ease
  13. 13. 13© 2018 FORRESTER. REPRODUCTION PROHIBITED. Good customer experiences are good for business Retention loyalty Enrichment loyalty Advocacy loyalty 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
  14. 14. 14© 2018 FORRESTER. REPRODUCTION PROHIBITED. The revenue impact of good customer experiences can be quantified
  15. 15. 15© 2018 FORRESTER. REPRODUCTION PROHIBITED. Customer service activities span the customer journey
  16. 16. 16© 2017 FORRESTER. REPRODUCTION PROHIBITED. AI is fueling customer obsession
  17. 17. 17© 2018 FORRESTER. REPRODUCTION PROHIBITED. Understand the potential (and reality) of AI
  18. 18. 18© 2018 FORRESTER. REPRODUCTION PROHIBITED. AI will provide value across all dimensions
  19. 19. 19© 2018 FORRESTER. REPRODUCTION PROHIBITED. But, what is AI?
  20. 20. 20© 2018 FORRESTER. REPRODUCTION PROHIBITED. Use AI building blocks to add intelligence to applications
  21. 21. 21© 2018 FORRESTER. REPRODUCTION PROHIBITED. The AI value chain for customer service Streamlined customer, channel interactions
  22. 22. 22© 2018 FORRESTER. REPRODUCTION PROHIBITED. The AI value chain for customer service
  23. 23. 23© 2018 FORRESTER. REPRODUCTION PROHIBITED. AI optimizes contact routing and case classification
  24. 24. 24© 2018 FORRESTER. REPRODUCTION PROHIBITED. AI impacts process automation
  25. 25. 25© 2018 FORRESTER. REPRODUCTION PROHIBITED. The AI value chain for customer service
  26. 26. 26© 2018 FORRESTER. REPRODUCTION PROHIBITED. AI predicts customer health and satisfaction
  27. 27. 27© 2018 FORRESTER. REPRODUCTION PROHIBITED. The AI value chain for customer service
  28. 28. 28© 2018 FORRESTER. REPRODUCTION PROHIBITED. › Source: January 5, 2016 “The Future Of Customer Service” For 73%, valuing their time is the most important way to provide good service Value Your Customer’s Time Base: 4622 US adults (18+) Forrester Technographics,, North American Retail And Customer Life Cycle Survey Q1 2017
  29. 29. 29© 2018 FORRESTER. REPRODUCTION PROHIBITED. Customers use self-service as a first point of contact
  30. 30. 30© 2018 FORRESTER. REPRODUCTION PROHIBITED. …and equip companies to have automated conversations Today: Invest in relevant (curated and social) knowledge
  31. 31. 31© 2018 FORRESTER. REPRODUCTION PROHIBITED. Chatbots fuel automated conversations
  32. 32. 32© 2018 FORRESTER. REPRODUCTION PROHIBITED. Virtual assistants reshape customer engagement Customer facing VA Agent facing VA VAs and agents working together
  33. 33. 33© 2018 FORRESTER. REPRODUCTION PROHIBITED. The AI value chain for customer service
  34. 34. 34© 2018 FORRESTER. REPRODUCTION PROHIBITED. Proactive outreach drives engagement and revenue Australia’s St. George Bank proactively offers live chat to mobile shoppers Source: St.George bank iPhone app
  35. 35. 35© 2018 FORRESTER. REPRODUCTION PROHIBITED. Proactive service better supports customers across their journey ENGAGE ASK USE BUY EXPLORE DISCOVER Customer service oInstallation oOrder capture oOnboarding o Field service Service contract management Warranty management o o oParts management o oCross/upsells
  36. 36. 36© 2018 FORRESTER. REPRODUCTION PROHIBITED. The AI Value Chain for Customer Service
  37. 37. 37© 2018 FORRESTER. REPRODUCTION PROHIBITED. Intelligent customer service tops the list of IoT applications
  38. 38. 38© 2018 FORRESTER. REPRODUCTION PROHIBITED. Pre-emptive maintenance optimizes cost structures and KPIs Asset condition Failure Cost/Risk oIncrease in vibration Drawing more current Increase in temperature Noise/hot to touch Cost to repair SLA management Safety Downtime
  39. 39. 39© 2017 FORRESTER. REPRODUCTION PROHIBITED. Pre-emptive service transforms business models
  40. 40. 40© 2018 FORRESTER. REPRODUCTION PROHIBITED. Key takeaways Pragmatic AI is here today and it will transform your business by lowering operational costs and delivering better experiences. To take advantage of AI: 1. Get your data assets in order 2. Investigate what vendors have productized before building yourself. 3. Look for discrete wins 4. Staff up your data science team
  41. 41. 41 © 2018 ServiceNow, Inc. All Rights Reserved. Confidential. Q & A Thank you for joining us. Kate Leggett Vice President, Principal Analyst Forrester Research kleggett@forrester.com Twitter: @kateleggett Holly Simmons Sr. Director, Customer Service Management ServiceNow

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