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.