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Operational Excellence in Customer Service


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Here are 5 ways to achieve excellent customer service for your organization.

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Operational Excellence in Customer Service

  1. 1. © Technology Services Industry Association October 11, 2018 5 Ways to Achieve Operational Excellence in Customer Service Sponsored by
  2. 2. Today’s Presenters: 2 John Ragsdale Distinguished Vice President Research, Service Technology TSIA Ian Ashby Director, Customer Service Transformation ServiceNow Esteban Kolsky Founder thinkJar
  3. 3. 5 Ways to Achieve Operational Excellence in Customer Service John Ragsdale Distinguished Vice President, Service Technology Research
  4. 4. Intro to the Panel Members Ian Ashby Director, Customer Service Transformation ServiceNow Esteban Kolsky Founder thinkJar
  5. 5. Five Strategies for Operational Excellence 1. Outcomes-First 2. Customer- Centric 3. Data-Driven 4. Automation- Focused 5. Ecosystem- Based
  6. 6. 1. Outcomes-First Plan Monitor “Work collaboratively with customers to co-create value at each interaction with the long-term goal of achieving engagement the ultimate outcome.” --Esteban Kolsky, Customer Service 2018 Study Minimize Complexity Optimize Efficiency Proactively drive consumption and adoption and deliver outcomes Prescribe the best outcome vision for the customer Implement Optimize TSIA’s PIMO Framework
  7. 7. 1. Outcomes First - Discussion • KPIs & metrics • Different ! • True omni-channel • Customer choice at any point in the cycle • Single view of all interactions for the customer and the support organization • Customer needs <> company wants • Traditionally, company wants won • Customer needs are winning in age of the customer • Customer is focused on outcomes, not processes • Shift metrics to effectiveness • Processes optimized on effectiveness metrics for better outcomes
  8. 8. 2. Customer-Centric Customer Experience Strategy Customer Engagement Strategy Engagement Modernization Strategy Technology Adoption Strategy 1 2 3 4 • What is the experience we want to create for our customers? • What brand aspects should be emphasized? • What corporate culture elements do we want to instantiate? Customer Experience Transformation Based on The 2017 State of Support Services, VP Research, Judith Platz • What capabilities do we need to deliver that experience? • What interaction channels should we offer to meet customer expectations? • In what formats should content be delivered to maximize consumption? • Does existing culture support this strategy, if not, what needs to change? • What processes need to change in order to deliver on this vision? • What training must be provided to employees to make the vision a reality? • What technologies should we invest in to enable this vision? • How can we better integrate technology to maximize access to information? • How do we train and monitor tool use by customers and employees to maximize adoption? Defining An End-To-End Customer Experience Strategy
  9. 9. 2. Customer Centric - Discussion • ‘Closed loop’ customer feedback process • Listen • Learn • Action • Customer Success customercentricoutcomes lead to leverage cause generate value short & long term engagement actions to be taken expectations knowledge insights interactions with customers resolution events happen understanding
  10. 10. 3. Data-Driven • Persistent • Channel agnostic, informed by customer history • Personalized • Tailored to the customer’s environment and experiences • Intelligent • Powered by AI and machine learning to automate and streamline
  11. 11. 3. Data-Driven - Discussion • Root cause analysis • Reduce & prevent re-occurring issues • Real-time dashboards and analytics • Data is the heart of digital transformation (digital = data) • Customer service did not traditionally do well using data • Advanced analytics (from predictive to prescriptive) leads to proper use of machine learning – eventually AI • Goal = use data to optimize processes
  12. 12. 4. Automation-Focused • Lowering Agent and Customer Effort with AI • Recommend next best action based on what has solved similar problems in the past • Wizard-like automated processes for common problems • Search analytics: Relevancy analysis, content gap analysis, usage analysis • Chat bots for conversational assistance in solving employee and customer problems 15% 19% 14% 52% 38% 52% 0% 10% 20% 30% 40% 50% 60% 70% Support Education Customer Success Intelligent Assistant Adoption and Planned Spending 2018 Adoption 2018-2019 Planned Spending Source: TSIA 2018 Global Technology Survey Use Case: Customer Self-Service Use Case: Embedded Support Use Case: Employee Guidance
  13. 13. 4. Automation-focused - Discussion • A better, faster experience for customers and support employees • CSAT and ESAT • Automated alarms thru Internet of Things (IoT) • Customers want fast, effective answers • Employees want challenging, enriching jobs • Automation of 60-80% (goal) provides both • Self-service = fast answers • Exceptions = challenging work
  14. 14. 5. Ecosystem- Based Technology buyers want a network of pre-integrated extensions and companion products, allowing them to evolve their implementation with lower complexity and ownership costs.
  15. 15. 5. Ecosystem-Based - Discussion • Delivering great Customer Service is a Team Sport • Vital to connect all the elements in the ‘back office’ • A true ‘Platform Play’ versus integration(s) • Ecosystem is not just your platform • Other platforms • Other applications • Best service available • Platform economy (not to be confused with APIs at technical level) • Change from 1:1 to m:m relationships
  16. 16. We Are Sponsoring! Visit ServiceNow at Booth #4 Two sessions on Tuesday, October 16, 2018 Customer Case Study: Customer Experience in the Age of M&A Speaker: Karen Donnelly, VP, IT Business Application Support, Tangoe Breakout: Why Customer Success? The ServiceNow Story Speaker: Dean Robison, Head of Customer Success, ServiceNow
  17. 17. Questions? © Technology Services Industry Association
  18. 18. Thank You
  19. 19. To learn more about ServiceNow Customer Service Management, visit