Following the recent announcement of Forrester’s Voice of the Customer winners and while we wait for the release of a new Forrester book on Outside-In thinking, it seemed an opportune moment to look at the IT service desk from the perspective of its customers (or end users if you are still that way inclined). So the main body of this blog has been written by such a customer – they don’t work in IT they are just heavily dependent upon IT to do their job. This is how they feel …
Pre-service desk - old skool IT support seemed to work
It feels as though life was much easier before the service desk was introduced into my life. One “IT guy” supported circa 100 staff and was accessible via phone, email, IM, and by simply walking across the office floor. Times change, businesses grow, and technology becomes more complex and so we have to move on. The local (and friendly) “IT guy” gets replaced by a faceless IT team, usually locked-up in the basement floor, and suddenly we have to jump through a series of hoops to get our IT queries answered. There are incidents, requests, catalogs, and tickets, and all my colleagues and I want to know is “Why can’t I log into my email?” and “Can you fix it quickly, please?”
Thinking bigger picture
That said in reality does it really matter to a customer whether:
Their IT support is run by one “IT guy” or via a service desk?
As well as an adaptation of a festive song this could be one of the guiding jingles for ServiceNow.
This week I have been attending, along with my colleague Stephen Mann, the Knowledge11 conference in Frankfurt. ServiceNow is one of those companies that ITSM practitioners have an interest in because of their phenomenal growth and go-to-market model.
So what are their secret ingredients that make the solution so appealing?
Is it simply, that their key differentiator is that they provide a SaaS-based model and have experienced a bit of luck with the ‘cloud’ computing phenomenon? Is it that they have a great company name which lends itself well to becoming a brand? Is it that their sales and account managers have mythical powers?
My answer to you, after spending time with their clients, is that, firstly, they have inherent or at least portray a focus on the end ‘customer.’ They understand that their customers are looking for fast integration that will link in and improve their current ITSM and other business workflow processes. Also, the majority of their customers adopt the SaaS-based solution; it means that they can’t hide behind the age old cloak of “It must be the users infrastructure/network/environment/processes, etc.” If there is a problem with the software they have to fix it because the chances are that another customer will experience the same issue.
We know that customers don’t choose to interact with you on a single communication channel from start to finish. They interact with you on whatever the most suitable channel for them at that point in time is — which could be via their mobile device, a chat session, a phone call, email, or web self-service from their iPad. This agile behavior is not limited to customer service; it extends to everything that we do, from buying to receiving marketing offers to getting service. Saying this another way, customers don’t make a distinction between a sales transaction and a customer service transaction. All they expect is to be able to receive the same customer experience every time they interact with a company, over any communication channel that they use. This point is very well illustrated in fellow Forrester analyst Brian Walker's report “Welcome To The Age Of Agile Commerce.”
More than that, customers expect personalized service targeted to their situation at hand. Customers expect you to know who they are, what products and services they have purchased, what issues they have had, over what channels they have used to contact you in the past, and what offers they have been presented with and either accepted or rejected. In addition, they would like to know whether you have read and responded to the feedback that they have given you.