Instead of getting by with the status quo—what Hough
described as “disconnected, reactive experiences where interactions
are limited to phone calls with customer service agents”—companies can
tap the latest features of the Now Platform to deliver 360-degree
customer experience through a single integrated app.
“Many customer service representatives today are on an island,” said
Hough. “They’re not able to connect with other parts of their
organizations. We know there’s a better way. We’ve already done this
internally at ServiceNow, across IT and employee services. This is
what we need to bring to our customers. It’s what they need and what
The Now Platform enables three key capabilities, said Hough. First,
it creates end-to-end service that can handle all of a customer’s
interactions and needs. It also works proactively, with dashboard
tools that identify issues and recommend actions before customers are
even aware that there’s a problem. Finally, it enables customer
self-service, automating simple requests and handing off more complex
tasks to human agents.
Digitizing customer service workflows can yield significant payoffs.
ServiceNow customers have seen an average 20% increase in customer
satisfaction and a 70% reduction in resolution times, with 65% of
cases handled by self-service.
Hough introduced two ServiceNow
customers with very different use cases to explain how they made the
leap to digitized customer service workflows.
From the healthcare industry, Hough welcomed Erin Doney, VP of
customer experience automation at UHG Optum. A part of UnitedHealth
Group, Optum is a pharmacy benefit manager and care services group
that operates across 150 countries.
Doney explained how UHG Optum closed critical customer service gaps.
“We decided to put the customer first in everything we do and we
discovered we had gaps where patients interacted with agents or
nurses,” she said. “They had to navigate multiple systems.”
Optum convened agents and developers in an IT “test kitchen” where
they designed, prototyped and tested new patient service solutions
using ServiceNow. “It was human-centered design,” said Doney. “The
people who would wind up using the tools helped design them.”
Optum service agents now use a single dashboard built on new digital
workflows that unify all aspects of the service experience.
“Interaction” recommendations help agents focus on empathetic
communication. Benefits information is integrated and visible
alongside other data. Agents can even refill prescriptions using the
same app with a simple handoff to a different team member.
Simplifying service at Vodaphone
Vodafone, a UK-based
telecom company with 313 million customers worldwide, teamed up with
ServiceNow to reimagine its customer service with one objective:
“radical simplification,” said Chris Holmes, Vodafone’s head of
That’s small task when you have B2B clients that demand
mission-critical services. “In telco, networks and services are
proliferating,” Holmes said. “We had to make sure we were streamlining
them. Our customers expect highly personalized services, which we
provide through digitization and automation.”
Vodafone leveraged the Now Platform to create a single dashboard app
for service agents that gives them a 360 view of the customer, and
allows them to be more proactive, Holmes explained. Vodaphone’s
customer satisfaction scores have jumped 25% since the implemented ServiceNow.
Holmes’s biggest takeaway? It’s important to start by identifying
which workflows need automation, and which don’t. “The biggest lesson
we learned from customization and simplification is not to automate
processes that don’t serve us.”