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The Service Revolution: Future of Customer Service through Cloud

Jimmy Fitzgerald, Vice President, Asia-Pacific & Japan, ServiceNow | June 24, 2016
To resolve the challenges that traditional CRM faces, collaboration and coordination between the various arms of the organisation is key.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

Traditional customer relationship management (CRM) is falling short as customers demand ever-shorter gaps between request and resolution. Yet at the same time, many CRM professionals still undergo the pains associated with coordinating the flow of client queries between engineering, operations, IT and a host of other departments before an issue is finally resolved. All of this puts a strain on customer satisfaction and ultimately has an impact on long-term customer loyalty.

Customer service needs to evolve

Modern enterprises today are operating faster and becoming more scalable than ever.

As we shift towards a digitally connected economy, customers are demanding instant gratification when it comes to customer service. And, they want to be engaged how and when they choose.

However, CRM in many organisations has not been able to keep up with the expectations of the modern consumer. Traditional CRM functions as a ticketing system - a postbox, reacting to a message or call, before handing it over to a relevant department.

While they may be the client-facing department responsible for these queries, customer service staff are isolated in this system, and struggle to hold the rest of the organisation accountable for fixing the core reasons that customers have contacted them about in the first place.

The power of connection

To resolve the challenges that traditional CRM faces, collaboration and coordination between the various arms of the organisation is key. This is where customer service turns into a 'team sport', where each department works together towards a shared goal. In essence, customer service departments can no longer handle CRM alone if the organisation is to meet the standards that customers of today have come to expect.

Fortunately, there are tools that allow companies to transform the way they manage customer service. One of the leading technologies redefining the way services are being approached in organisations is cloud-enabled service management, such as the recently unveiled ServiceNow Customer Service Management solution. Managing customer service through the cloud connects them to the various teams within an organisation on a single common platform.

By doing so, organisations can leverage knowledge sharing and real-time tracking, allowing teams to solve problems efficiently and permanently. Such capabilities dramatically increase the velocity and accuracy of resolution, boosting overall service quality by connecting the dots, allowing cross-functional teams to operate in a seamless, user-centric fashion that meets the needs of today's digitally transformed enterprises and its customers.

Five benefits of cloud customer service management

1.      It optimises the overall service experience

Resolve customer issues quickly and proactively by connecting your customer service teams to other departments. A cloud-based customer service solution handles issues from engagement to resolution, allowing for a seamless and closed-loop support system for both the organisation and its customers.

 

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