Customer Service Management (CSM) means holistic and efficient management and control of customer interactions using state-of-the-art technology.
The Customer Service Management software from ServiceNow, one of the world’s leading manufacturers of service management solutions, was designed to simplify the work in companies and create an outstanding user experience from the users to the customers. It is designed to help companies digitalize customer service workflows, automate recurring routine processes and proactively resolve potential issues. In addition, ServiceNow CSM enables optimized networking of departments and teams throughout the company, for easier handling of customer concerns and problems. After all, managing customer relationships and customer services does not end at the customer service desk, but involves departments and teams across the entire company.
With the help of ServiceNow CSM, companies offer their customers an omnichannel user experience. Customers can contact the company via phone, email, chatbot, WhatsApp or Facebook Messenger. Intelligent automation and self-help features provide customer service agents with all the information they need to solve and prevent problems, anytime, anywhere.
A short overview of ServiceNow CSM
Modern user experience and intuitive application for customer service personnel and customers
ServiceNow Customer Service Management (CSM) helps companies run customer service operations more efficiently and relieve the burden on customer service staff. It allows customer service managers to optimize employee performance and operations, efficiently allocate resources, change processes and empower their employees to respond quickly and proactively to customer concerns. CSM also helps companies reduce the number of incoming calls and inquiries, for example by using automated notifications for problem and status updates.
Thanks to ServiceNow CSM, customers can find answers and support without necessarily interacting with a customer service representative: embedding an artificial intelligence (AI)-driven chatbot can help businesses resolve common standard concerns. The significant reduction in processing times not only has a positive impact on waiting times and customer satisfaction, but also on operating costs. The optimization of the administrative effort in the processing of customer inquiries also facilitates the focus on the core business. Especially in times of the much-discussed lack of qualified personnel, a motivating and healthy working atmosphere is an important asset in customer service.
The most essential features of ServiceNow CSM
ServiceNow’s Customer Service Management solution addresses the specific needs of today’s customer service. In this, it differs clearly from CRM systems (Customer Relation Management), which are strongly oriented towards sales and marketing activities.
The key functionalities of ServiceNow CSM include:
- Self-service options for customers to find answers to common questions and get support, even outside business hours.
- process automation from the front office to the back office
- intelligent routing of cases to the most appropriate staff member
- 360-degree visibility for customer service representatives
- Monitoring of services to detect problems early and notify affected customers
- Easy and clear access and analysis of relevant data from across the organization
- Faster troubleshooting through analysis of workflow trends
- Automate standard problem-solving or frequently occurring, routine problems
- Supporting customer service staff with real-time information and improved knowledge management
- Multi-channel, integrated customer communication
A glimpse at ServiceNow Customer Service Management
Learn more about the intuitive, user-friendly interface of ServiceNow Customer Service Management:
Source: YouTube/ServiceNow
Why is Customer Service Management more essential today than ever before?
The digitalization of the modern era or the COVID-19 pandemic have permanently changed the professional world and consumer behavior. New ways of working, changing customer expectations, cost pressures, skills shortages and rising staff costs or remote working are posing new challenges for companies worldwide. Today’s customers expect a seamless, intuitive and positive user experience. This includes both fast accessibility, without long queues, and digital contact options, via customers’ preferred channels. However, siloed, disconnected systems, channels, and hierarchies in organizations often make it difficult to provide access to data, information and people, thus hindering swift problem resolution.
A study by PWC Germany from 2022 on the topic of ‘current trends in customer service’ summarizes the situation as follows:
‘In addition to the general cost development, data-driven processes will also strongly shape the change in customer service in the future. For example, AI-based technologies make it possible to significantly increase the degree of personalisation in services.’1
In a study conducted in spring 2022, the consulting firm Deloitte examined the connection between customer service and customer loyalty and revenue development in companies.
‘If companies provide very good customer service, this not only supports the acquisition of new customers and the retention of existing customers, but also increases their willingness to spend more money on the provider’s products and services. If customer expectations are not met, on the other hand, customers are increasingly likely to switch providers.’2
For about 85% of the survey participants, a company’s customer service is an important criterion when choosing a provider.2
In order to maintain the company’s success in the future and to win and retain customers, the focus on improving the customer experience and thus the willingness to invest in modern technology is essential.
What about the ROI?
In a 2022 study, Forrester Consulting analyzed the measurable impact of using ServiceNow Customer Service Management. The results of the survey were summarized in the report “the total economic impact of ServiceNow Customer Service Management”. Check out the report.
Find out more about ServiceNow
FROX is a specialist in Customer Service Management and a long-standing, experienced partner of ServiceNow in Switzerland. We support companies in the optimization and realization of service management—from consulting to the implementation of ServiceNow modules to the development of customized applications. In doing so, we also offer exclusive fast-track packages for an attractively priced and timely implementation of ServiceNow Customer Service Management and IT Service Management. For more information on the ServiceNow Fast Track offer, please take a look at ServiceNow Fast Track.
Sources:
1 PWC Germany study on current trends in customer service (translated from the original article in German): https://www.pwc.de/de/pressemitteilungen/2022/pwc-studie-zu-aktuellen-trends-im-kundenservice-kundenbeduerfnisse-werden-digitaler-unternehmen-muessen-handeln.html
2 Deloitte: Customer service in Germany: the underestimated revenue driver (translated from the original article in German): https://www2.deloitte.com/de/de/pages/customer-marketing/articles/studie-kundenservice-in-deutschland.html
3 ServiceNow/YouTube: Customer Service Management | Omnichannel Support
Frequently asked questions:
• Improved efficiency and productivity through simplified, interconnected management and coordination of customer requests e.g. with the help of AI tools
• Resource optimisation through the automation and centralisation of processes and data in customer service
• Easy access to relevant and always up-to-date information simplifies the work of customer service employees
• Improved insight into customer needs and common problems to prevent future issues and improve products and services
• Increase revenue and competitive advantage for the medium and long term
• Companies with a large number of customer encounters and interactions,
• Companies that have an international clientele, e.g. in different time zones.
• Companies that provide complex products and services
• Companies with high quality standards for their own customer service
• Companies that want to better understand their customers and leverage customer experiences and feedback to optimise their products and services.
• Fast-growing companies that seek to rapidly expand their customer base
