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Alcor is pleased to welcome you all to today's webinar Alcor is a global cloud advisory and implementation services company serving fortune 500 government agencies and other leading organizations in multiple industry verticals across the Americas Canada and India Alcor is a ServiceNow gold services and silver sales partner we partner with leading technology companies including fireEye Microsoft Dell and Korda Mule soft and big panda we advise leading businesses on cloud platforms architecture enterprise service management and integrating IT service delivery we also provide business process consulting to capture re-engineer and improve processes that can easily be automated to deliver real value the Alcor consulting team has excellence in business strategy cloud technology and organizational change management our ongoing webinar series is designed to inform enlighten and start discussions within your own organizations if you require any additional information after listening to today's webinar please reach out to us through our website wwlp.com today's webinar is also on social media you can follow comment and get regular updates for today's webinar with the hashtag al khor webinar that's hashtag or number sign al CE o AR w e bi n AR we have time reserved at the end of the webinar for Q&A so please feel free to type any questions into the questions section today's webinar topic is intelligent customer service with ServiceNow customer service management presented by Shea Laughlin Shea is a senior solution consultant with Alcor solutions and has over 10 years of experience in IT operations and ITIL additionally che has over six years of experience with ServiceNow as a former customer at Target and Best Buy at Best Buy Shea was responsible for the rollout support ongoing development and management of the ServiceNow operations team after Best Buy Shea transitioned to work for ServiceNow is a solution consultant supporting clients with various activities like product demonstrations technical questions and road mapping I will now turn the webinar over to Shane thanks Jeff and thanks for everyone joining us today um if you're watching this a little bit later thanks for joining us there as well so today's topic is really about customer service management and my goal today is to provide an overview of what customer service management is and how it might benefit your organization we will have an upcoming webinar about more of the granular details of CSM or customer service management some more of the technical details and workflows etc so today is really about that primer or that introduction to CSM and to see if it's a good fit for your organization so let's first start out with what is CSM or customer service management well the CSM application on the ServiceNow platform enables you as an organization to service and support to your external customers and we have that highlighted just because we want to emphasize the external customers so typically when we think of our customers within an IT organization we're thinking of incidents problems changes etc but CSM is really geared for your actual customers the folks that are paying you for a service that you may offer or a product and those customers can communicate through various channels such as web email chat telephone and social media so very similar to how you may do your internal IT activities and you're going to see some overlap between the two here so very similar to how we have throw this now set up with service portal customer service management also has that personalized self-service web portal so you can provide key information in the form of knowledge articles or even publications so that way you can provide various information and assistance before cases are created but if a case does need to be created we can do that from the portal as well or from those previous mechanisms but then automatically route those cases as needed and we're going to chat a little bit more about that as well so as we take a deeper dive into customer service management let's take a look at the CSM vision that ServiceNow has set forth so in the five easy steps that we see here the first one you want to make it easy for your customers to engage and from there we want to reduce some of that case volume whether it's from phones emails what-have-you and drive that more towards self-service or self-help for your customers additionally we can go a couple other routes as well as we create those various cases and assign them out in step four you may have step three up at the top here so as we start talking about the Internet of Things or event management things like that all of those proactive ways of gathering information and creating cases within ServiceNow can benefit your customers as well so this is where we start talking about being a little bit more proactive and doing some monitoring etc and then in turn your customers are going to be able to see those various activities within the portal and within the platform to see what what's going on what's the current health of their various services and products and then as we already briefly talked about step four we're going to going to assign these out and the neat thing about customer service management is not only as its own standalone application but it also communicates very well with the other applications on the platform and we have a diagram later on to show that as well and then at the end of the day regardless of ITSM processes or customer service management steps we want to prevent those future calls and that's where we tie back into ITSM with customer service management we're going to revisit this graphic later on in today's presentation but I just wanted to lay the land of here's what we're going with customer service management so at a high level this is what the architecture looks like so off to the left we've already chatted about those omni-channel engagement mechanisms whether it's via phone it could be the iOS or Android app it could be incoming email or even chat via the portal there's a multitude of different ways to engage your various customers to either either get the knowledge that they need or require and also create those cases so that way they can get the status updates they can get their voice heard we transition to the right the big block on the top here at customer service processing these are essentially different modules within the CSM application on ServiceNow so you're going to see there's some similarities to incident management for example so we're going to have customer cases those are the incidents for your customers however we're going to have a little bit more granularity of who those customers are we're going to have everything from accounts to contact etc and then at the bottom here this is where we can tie into IT Service Management maybe a case results into an internal problem for the IT team to work on or maybe it results into a change record they're modifying some code for a public-facing website where you're changing the way that something works for one of your customers so now we're going to take a bit of a deeper dive in here so as we go into our me Channel engagement this is where you're going to see various aspects of ServiceNow and you may be familiar with these already within the ITSM ITSM realm so for example you have that portal so built on the service portal architecture you can configure and customize as needed if you don't want it to look like ServiceNow you can completely rebrand it do your own style sheets themes etc the same thing for creating those cases so maybe you want to have a service catalog or you want to have chat enabled on your end user portal you can do that as well and not only that but as you can see we have a screen shot there where I'm logged into the service portal so once again ServiceNow knows who I am when I'm on that CSM portal additionally depending on the type of service offerings you offer as an organization you may have anonymous login as well and ServiceNow supports that additionally you may be more traditional with email and some very similar you can have those inbound email actions ingest those emails to automatically create those cases same thing with phone if you're going to utilize the Twilio and notify plug-in from ServiceNow you can already have those routing trees in place press 1 to create a new case press 2 to get an update to a case chat very straightforward you may have that chat client on your portal as well where your customers can interact with you and then start creating cases based upon that or relaying knowledge articles back to those chat windows and then additionally mobile so being able to utilize ServiceNow on your mobile device as we go back to the overall architecture of just CSM itself this is where you're going to see a lot of benefits not only from a process perspective what ServiceNow is also going to help structure some of your underlying data above your customers so for example contact management so now you can start laying out who your contacts are for your customers are they a VP are they part of procurement are they just an end user so now you can start gathering that information so when you need to support them you know who to call you have their phone number you have their timezone etc additionally as an organization that is offering a product or a service you're gonna have very various contracts and entitlements I think ServiceNow can help you manage those so for example you may get 24 by 7 support or maybe it's just 8 to 5 Monday through Friday that's where those entitlements can come into play also what tier of support do your gap and maybe that's based upon on the contract that you have products and assets so not only are you offering that product or service but now you can tie those directly to each customer and once again you may have different levels of support but now when a customer creates a case either from the portal or calls in about it they can provide you that information about the asset and then you have everything there in front of you at your fingertips to help that customer additionally you have all of that case history maybe you get the same person calling in about the same issue well you can reference all of those previous cases or maybe you have a client or a customer that called in very rarely you may want to refresh yourself with their types of activities is also where we get into special handling notes so maybe you have some high-touch clients that require you know additional handling or love if you will where maybe they're not always the happiest person when they call so you can have a special handling note pop up letting you know that beforehand or maybe you have a client that is always you know very happy and you want to give them a little extra attention you can have special handling notes pop up for that too and then lastly you can visualize that real time health of the customers base so if they do have those assets and you're utilizing it could be discovery or maybe you're just manually mapping out their infrastructure you can see that as well so if a router goes down in your supporting routers for this customer you can see what else it's connected to so very similar to ITSM where you have all of this information on a singular platform but it's going to benefit you as you're supporting your various customers and additionally we're going to see some of these screens when we get to the demo portion as well so taste routing this is very interesting where you can do this again in a plethora of different ways you see a screenshot of a workflow here and this happens to be part of the call tree work well so as I stated before press one to create a new case press two to get an update that's one way an additional way is via assignment rules so very similar to incident management but then also through the Kingston release of ServiceNow service hours introducing agent intelligence and machine learning so ServiceNow can start learning how your cases are being routed who they're being routed to so it can automatically do that for you on your behalf and as we're seeing with in Kingston and the next releases of ServiceNow agent intelligence and machine learning is is becoming more of a hot topic and as always you can always manually assign you can utilize the visual tasks boards that we see on the screen here but there's a lot of different ways to do that assignment whether you want to do it manually or automatically so now we get brought down to the bottom portion here where a lot of us are already familiar with us today so we have our service management processes such as Incident problem and change but CSM or customer service management can tie directly into that so let's say you have something that goes awry with one of your customers on network devices we use that the rather and switch example before is now you can start doing what cause analysis or RCA on that so once again you can start tying in your customers cases to a problem record so now your internal IT team can focus on that problem create the tasks for other teams to take a look at it but really identify that root cause and then once again once you identify the root cause you go right into change management so if you're introducing new code patch firmware what-have-you you can now follow the ITSM process to introduce that change to the infrastructure additionally there's other times too other areas in the platforms such as field service management so if you have folks that are not in the field and they're providing services either for cabling gas pump repair what-have-you you can then tie that into customer service as well see if your various ancient calendars dispatching etc and then we already saw the third bullet point on the CSM vision is IT operations management so examples could be event management in orchestration so if you have event management automatically finding those events you can then utilize orchestration to fix those events so that way your customers and clients something goes bump in the night you can automatically remediate that if needed so now I'm just going to go into a quick demo so we can take a look at what this might look like for your organization so as we switch over to an example of what the service portal could look like for customer service management this happens to be the out of the box one for ServiceNow and you're going to notice it's very similar to IT Service Management however the verbage has changed just a little bit so at the top here we have our create cases we can take a look at a list of our cases assets that are assigned to mine to me as a customer any work orders or any orders that I've placed publications etc so you have your search bar in the middle here you can always take a look at knowledge articles or Service Catalog items but additionally you can do that down here as well and very similar we have our knowledge articles any discussion topics and then any support questions as we go through here once again we can create various types of cases so we can do a product case or an order case and as we start populating this once again ServiceNow knows who I am I'm logged in as George but service also knows the various items that are assigned to me so here if I pick the asset we're going to automatically pick the product and everything is always priority one and I'm just going to copy and paste this now you can see that service now is thinking because they're also trying to bring out knowledge results that are applicable to me so very similar to submitting an incident I can take a look at knowledge before creating the case additionally you may want to attach a screenshot so I want to attach a blue screen of death not really applicable for this hardware product but we'll go with it anyways and from here I can start supplementing as much information as I need and once again since this is ServiceNow it's fully configurable so we can add as many fields as we want remove etc probably already familiar with this but now we have that high-level overview of what this case looks like you so now we're going to take a look and start updating this as needed and from here once again we have our case what's the product any attachments etc so from an end-user perspective I could be good I've just submitted my case but you know what let's take a look at some of the other options that we have on the portal as well so here we can see some of the other cases that we have what's the product that's being impacted the current priority state and very similar you can sort as needed same thing assets what's assigned to my organization or me as a customer so now I can see these assets I can also drill in a little bit as well just to see what these items look like so a little bit different from ITSM you're getting a few more details about the various things that you might be in charge of publications this is a great way to let's say you have a recall notice or you have an updated manual for a device you can post that in the publication section and then same thing for notifications just a great and easy way to see what's the state of the state of your various items so here we can see we're having we have a couple cases here that are awaiting info from me so maybe actually take action so once again this is more of that end-user experience what's that customer experience and like I said this is the portal that ServiceNow provides out-of-the-box you may want to change up the color scheme un may want to add your own graphics etcetera you can truly make this your own so as we migrate away so we've created this case on behalf of George let's take a look at what that customer service agent might look up might look at so as we transition here we're now more in that facility you that customer service agent view where I'm working on these cases and very similar to most of the modules within ServiceNow we're going to have that overview section so this happens to be the service manager dashboard I can now see the various cases by SLA maybe we need to take action on a few what are the various cases by priority etc in same thing customer satisfaction so as your resolving cases you can have your customers provide feedback in the form of surveys so now you can start building your CSAT scores and down here in the bottom right what are the cases by product so maybe you want to be a little bit more proactive take a look at the higher volumes etc and once again all of these are interactive so I can click on this piece of the donut and we can take a look at all of those priority-one cases and who they're for you so transitioning back we can take a look at all cases here and you're gonna have the same look and feel of taking the list views being a blue sort group etc but I want to take a look at the recent case that we just created for George and from here you're going to notice that the form design is a little bit different first of all we have different fields but we also have this timeline at the top here so now we can start seeing the time minutes with the agent but also with the customer as well so since the customer service management is really all about the customer we want to give them the best experience as possible so thus timing is is pretty important so can see that this was automatically assigned to the network support group and it was already assigned to a specific contract and entitlement and once again we're pulling that from the assets and the customers themselves as we scroll down we're going to see some of the supplementary information additionally we already see that comment from George asking if someone's working on this and for that let's assign this to me so I'm going to be working on this and we cannot reply back to George and as always maybe we want to do some work notes as well and as always you probably want to be as descriptive as possible so very similar to other areas of the platform you're going to start working on this case to resolve the customers issue so scrolling down we have all of that supplemental information but also we have that SLA so that's service level agreement we can also see any of the emails that were sent down so here we can see that the recipient was George for these ones to say either we initially open that case or the comments were added so once again you can be as transparent as possible or as transparent as you'd like to be with your customers are there any related cases and then speaking of those special handling notes this is where we can take a look at some of them now you can either have them pop up or you can just um have them as a ListView here so you can take a look at what those might be and I'm just going to go ahead and take a look at this one so you can see it and this is what that could pop up look that pop up could look like so an urgent issue is reported this could pop up and say there's an urgent issue reported for this account and we're good but as you can see here you can time base this so when should you have this alert and also what is it related to and we're relating it to a very specific account you could all just also do this on a specific caller as well so going back to this this is where we can start doing any updates and speaking of updates you can see that the timeline has changed since we were working on so this is going to keep going as needed additionally you may want to take a look at some knowledge articles to relate those but one of the neat things about this and this looks a little bit different than what you might be used to with an infinite management but you can request additional info from the client you can also propose a solution and very similar if you've created a case with high or service found support you can always accept that solution or reject it so here I want to say a request info and look at that service now wants me to add some details here so let's go ahead and give some information back to Georgia we'll just ask for another screenshot we're going to make those customer visible and say requesting so as we go back to the other portal here George can take a look at his cases and we don't want that one let's go back here we want to take a look at the most recent updated one we can see that if awaiting info now we have that chat transparency between George and myself so now Georgia myself can go back and forth and figure out what's going on let's say a day has gone by well maybe I think I found the solution for George here and with that what suggest that George should try rebooting and from here we're going to say reboot device in the close codes because I know ServiceNow is going to ask for that and we're going to propose that solution so now we're going to see that this is now in the resolved state but if we transition back to George here we're going to notice that we have that accept and reject solution so from here George has two options you can either accept it or reject it and we're going to reject it let me see that from the little modal option at the top here but then also as we go back we can refresh our list here and see that it is no longer going to be unresolved but it is now open so now the support engineer or agent myself I know I have to go back to the drawing board to figure out how to resolve this but as we're going through this whole process we're going to see that we're updating the timeline at the top here and as we scroll down we can see that the activities are also updating with the same so once again the whole premise of customer service management is to provide that experience to your end-users for them to create cases update cases get their issues resolved and with ServiceNow it's really to break that up so for example we're going to go through the CSM vision once again but it's providing that exceptional experience for those customers so at the end of the day hopefully you get to step number five here where you're going to prevent those future calls but along the way you're going to have an engaging service portal where those customers can create their issues take a look at them and so forth and whether that's on a desktop laptop mobile device what have you they can get the information that they need additionally from an internal CSM team perspective you can now manage your work within the ServiceNow platform you have the various SLA you can put your notes in place dashboards reporting etc so now you can be more efficient and more transparent of here's what my team is doing and here's how well we're doing along the way in step three you may have some additional support whether it's through event management or the internet of things like Amazon - buttons alexa etc you can then have cases automatically created and route it but once again at the end of the day it's really trying to get to step five to prevent those future calls and ensure that your customers don't have any issues so this is kind of an eye chart there's a lot here but at the end of the day like I said we're trying to get to that result section on the right so we want to be able to decrease customer service costs increase agents productivity get the best CSAT score that you can get be customer focused have as much information as possible about your customers so that way when they call or have an issue you can best support them if they are having ongoing or reoccurring issues start utilizing those ITSM processes as well so doing that would cause analysis change management so that way you can get to step five in the previous slide of reducing those issues provide better customer support so since ServiceNow is that single system of action you have all of this information at your fingertips to make educated and better decisions as to how to deal with issues eventually you're going to see those cost savings and with those cost savings you can utilize those dollars elsewhere so whether that's enhancements on hiring additional staff or other project teams and so forth or introducing net new functionality you may have the opportunity to do some application and platform consolidation you may be utilizing a different CSM solution today but by bringing it to service now you may see efficiencies there but also cost savings you where he talked about the single support system and single reporting system but we kind of glossed over that higher customer attention so by being able to provide this type of experience your customers are probably going to want to stay with you a little bit longer and not look at other vendors and partners so we started with the right side here we can now move to the left is how are we going to do this we already touched on all this so self service portal being able to have a service catalog for any of those repetitive requests giving your customers a different way to engage so you're not just specifying one way but it could be email phone chat etc having the ability to collaborate in real time so no longer are you emailing back and forth but you could utilize real-time chat or even the portal itself being able to communicate back and forth being able to have that historical information about your customers so that way when an issue does come up you have as much information as possible for next steps and that also ties in with knowing about your customers so you have those contracts and entitlements in same thing by utilizing the CMDB asset management it could be service mapping on a ServiceNow discovery you can get the real-time health of those physical assets and cnc eyes devote some of the automation so vo works well you can start automating some of these steps whether it's event management orchestration or maybe it's just Auto creation of tasks any form of automation canal and then same thing field services you may want to dispatch out having those KPIs or reporting performance analytics all of that is available on the platform itself and by being able to do that you can then start doing some of those cost and profitability estimates and savings so like I said the goal is to really do a high-level overview of what customer service management is hopefully how it's different than IT Service Management just as a primer and then our next webinar about customer service management is really going to be diving a little bit deeper how do you go about it what is it that you can do with it etc so with that I'd like to thank you for your time in joining us today and open it up for any questions that you might have great stuff thanks very much Jay there are a few questions I'll get to them in just a moment as a reminder please use the questions section to ask a question on today's topic so first question Shane does my customer service management team need to know what ITIL is in order to use CSM great question and it's kind of 50/50 where some customer service management teams know what ice hill is but it's not required so as we showed in one of the previous graphics that they are separate within the ServiceNow platform but they can be connected so if you do want to do that root cause analysis you can integrate with the problem management module so by no means does that mean that your CSM our customer service management team it needs to be well versed or know what I tell us ok do customers have to have to log into the portal or can they log tickets anonymously so in that regard it really depends on the type of experience you're trying to provide here end users but to quickly answer the question No so you can say about set up your portal in a way that you can do anonymous or you have to log in now we do see benefits where you do have to log in just because we now know more about that person we can tie certain things to them whether its assets products etc however the CSM application does support that anonymous login if you will so if you just need to ask a question or create a quick case you can do that anonymously as well okay to use customer service management do I need to implement everything that you reviewed today you don't you can just go with something as basic as just creating cases for your customers so that way you can just track and manage the various issues that your customers have once again depends on level of service that you want to provide your customers but I would assume it would also have to deal with budget as well and also the maturity of the organization so maybe you start out with just creating cases whether that's just be a phone call or email you can then go into a phase two uh let's create a portal for more self-service and maybe Phase three is starting to do event management discovery etc okay how does CSM integrate with my investment in Salesforce interesting so we have a couple of customers as well I've been working with a couple clients that utilize Salesforce and ServiceNow now the neat thing is that you can integrate the two so depending on what you're utilizing Salesforce for we've done everything from migrating folks off of Salesforce into service now so importing all of those customer contacts cases etc into ServiceNow or maybe you're just managing a few attributes in Salesforce and you want to bridge the gap so from there I may bring up a case and service now but I could pull information from Salesforce to augment my agent duties so to speak or have as much information as possible hopefully that answered the question okay well hold off here see if there's a follow-up and is my CSF data commingled with my ITSM data another good question so the customer service management application is a scoped application so you're going to be in the same database as your IT service management data but very similarly depending on your role within the platform you're not going to be able to see the respective information now coincidentally if you do have a CSM license on the ServiceNow platform you also get ITIL access so CSM folks can see the infinite problem change all of that type of data but as part of your limitation you can change that it was always a way to configure it okay alright looks like that's it alright thank you very much Jay very informative the recording of today's webinar will be available on our website wwlp.com and through our social media social networking sites thanks everyone for joining see you at the next webinar