Communication with customers is key to the development of any business. However, with traditional workplace solutions it can be difficult to collect and track customer feedback. This was the main challenge faced by the marketing department of this financial institution as it sought a unified solution to ensure that its reputation and customer engagement remained intact.
Company ProfileSize: 500 employees | Industry: Finance | Location: Spain |
The lack of standardization in business activity recording systems is often one of the problems that consumes time and resources. Not having a single-entry system means duplication of work and an excess of manual tasks that can lead to poor customer service. This is the case of this bank that needed to unify the monitoring of all feedback and incidents collected through social networks, app stores, user forums and its own contact centre. There were two separate work teams that communicated via a shared Excel document - a format that was prone to mistaken updates and duplicate information. The consequence was a lack of traceability and poor data quality.
Another key issue for this financial institution was the challenge of integrating customer feedback with IT issues. There was no way to cross-reference all these reported incidents with the business’ own IT problems. As a result, it was impossible to determine whether or not the issue reported by the customer was related to a central system failure. This resulted in loss of operational time and information for support operators, inability to know the root cause, and poor quality of service. In addition, there was no communication of cases between the marketing and help desk teams and the IT department, creating bottlenecks with ticket management.
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Excel-based management of customer feedback resulted in unreliable and time-consuming processing of information. |
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Disparate workflows impacted performance and visibility, specifically when it came to resolving IT incidents.
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To address all these challenges, this online bank opted to integrate feedback and incidents into a single platform. Firstly, the two records of the two teams that mapped customer impressions and supported them were unified. As a result, communication and efficiency in problem solving increased exponentially, eliminating many manual tasks such as recording all the information for subsequent follow-up.
Furthermore, the organization was enabled to cross-reference all the user incident data with its own IT incidents, improving the exchange of information between all the areas involved (IT, Marketing and Customer Service Centre). This integration made it possible to trace all related activities, provide more valuable information to users, and transmit all technical problems to the IT department from a single point of entry.
And it was not only the problems that could be collected with this new solution, but the positive feedback as well. ServiceNow presented this information via automated reports and dashboards to enhance Marketing analysis and decision making. In short, this functionality has offered much more visibility to this business area within the bank.
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Efficiency Increased traceability in analysis Productivity Alignment of different working groups
Satisfaction Improved service efficiency and responsiveness to customers
Digital transformation Elimination of manual tasks
Customer Experience Increased customer engagement
Consistency Ability to establish a temperature map of opinions
Communication Improved communication between Marketing and Helpdesk areas and the IT department
Feedback Proactive detection of customer feedback from new apps or other initiatives being launched |
Leveraging ServiceNow’s IT Service Management and Performance Analytics technology, Thirdera has helped this financial institution not only improve customer engagement, customer satisfaction and response time, but also create a working environment where employees can perform in a more efficient, agile and centralised way. As a result, the savings in time and effort have been considerable.
Automating user opinions through IT service management is a new step for organizations, where testing the temperature of opinions is part of a larger development and reputation plan to gain a competitive edge over other financial services organizations.
As the largest global pure-play ServiceNow partner, Thirdera is a trusted Elite ServiceNow partner focused solely on improving and innovating the way our customers leverage the ServiceNow platform. Our experts possess authoritative capabilities and skillsets spanning the entire Now Platform. This extensive platform expertise allows us to understand our customers’ needs and deliver tailored solutions that solve business challenges.
Contact us today to discuss your next project, and enter a new era of ServiceNow partner experience.