Customer Experience

ServiceNow Executive Examines How to Use Digital Transformation to Drive Customer Service Improvements

Nitin Badjatia, Global Head of Product Strategy – Customer Service Management at ServiceNow, shared his thoughts on digital transformation and how it can be used to foster customer service improvements during his presentation to Argyle’s CX membership at the 2018 Customer Experience Leadership Forum: Creating Experiences for the Hyper-Connected Customer in New York on October 4. In his presentation, “Lead with Customer Service for Your Digital Business Transformation,” Badjatia offered tips to help organizations simultaneously drive digital transformation and bolster their customer service strategies.

Organizations often collect customer data from a wide range of sources, and they strive to use this information to understand their target audiences. Furthermore, data empowers organizations with the ability to analyze their customer engagement and loyalty levels and tailor their customer service strategies accordingly.

“Data is driving the way that we run and build businesses in a way that it never could in the past,” Badjatia pointed out.

At the same time, organizations are tasked with engaging with customers on mobile devices, social networks and other state-of-the-art channels. Organizations must retrieve data from these channels and transform it into meaningful insights. By doing so, organizations can keep pace with customer expectations in a fast-moving global marketplace.

“New channels have arrived … and you need to think about what’s going on [with them],” Badjatia said.

Organizations – regardless of size or industry – must collect and analyze customer data regularly. The global marketplace is rapidly changing, and an organization that fails to learn about its target audience risks falling behind the competition without a clear path to recovery.

“Every company has a data-driven initiative … and this is a pretty different world from even 24 months ago,” Badjatia stated.

There is no shortage of digital technologies designed to help organizations retrieve and evaluate customer data. Additionally, new technologies are in development that likely will reshape the way that customers and brands engage with one another.

“We see the future arriving at our footsteps every day, and we need to interpret it to figure out how we can use it to transform our businesses,” Badjatia indicated.

Today, customer service and digital business transformation go hand-in-hand. An organization that uses digital technologies can engage with its target audience across all channels, at all times. Plus, this organization can consistently capture customer data and generate actionable insights from it.

“Digital is not just an amorphous term; it’s about products and services being always on and always connected,” Badjatia noted. “Being always on and always connected means that companies are always capturing data … and customers are aware of this too.”

Organizations must look beyond customer relationship management (CRM) technologies to revamp their customer service strategies as well.

In the past, organizations frequently deployed CRM software to streamline their customer service efforts. Yet CRM software alone is insufficient, particularly for an organization that wants to foster long-lasting customer partnerships.

“Traditional customer service was embedded in anchor technology known as CRM … that is the system of record for most companies,” Badjatia noted. “But resolutions are not found in CRM alone, and you need to extend [customer service] out to the rest of the enterprise.”

With the ability to deliver real-time, proactive customer service, an organization can provide its customers with unforgettable experiences. This organization also can stand out from its rivals in a fierce global marketplace.

To better understand the value of using digital technologies to provide exceptional customer service, Badjatia highlighted a recent example involving Amazon.

Badjatia rented a movie from Amazon, but there were minor service interruptions during the film. Meanwhile, about 30 minutes after the interruptions, Badjatia received an email from Amazon’s customer service department.

In the email, Amazon apologized for the service interruptions during the movie and provided Badjatia with a gift card. Amazon ultimately identified the issues and addressed them – all without requiring Badjatia to contact the company.

“[Amazon] knew that the problem impacted its brand, and the company served me well,” he stated.

The Amazon example highlights the potential of customer service in a digital business landscape. Organizations that use real-time data are better equipped than others to identify service issues before they get out of hand. Then, these organizations can contact customers directly and provide them with the support they deserve.

“Customer service was once seen as a reactive part of the business,” Badjatia indicated. “But that’s no longer the case.”

Finding the right digital technologies to drive customer service improvements may seem difficult. However, an organization that explores all of the options at its disposal may discover first-rate digital technologies that are easy to deploy and support its mission and goals. Best of all, these technologies can help an organization deliver memorable customer experiences, leading to increased customer retention and improved revenue growth.

Visit Argyle Executive Forum's Customer Experience Leadership Dinner: Customer Service 2020: Are you ready for the Next Era of Customer Service? in Philadelphia, PA on Feb 26, 2019

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