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What is ServiceNow Customer Service Management (CSM): Features, Application, Pricing & More

April 9, 2024 eye-glyph 78

Table of Contents

    In this modern world of automation, many businesses still rely on manual processes for customer service. These processes are very time-consuming and prone to human-made errors. Additionally, they lack transparency, which makes it difficult for the customers and even the service representatives to track the requests or tickets raised by the customers.

    To address these challenges and eliminate the manual workload over your teams, ServiceNow’s Customer Service Management is the ultimate solution.

    This blog will introduce you to ServiceNow Customer Service Management and its wide range of solutions that streamline and automate customer service processes.

    Let’s get started!

    What is ServiceNow CSM?

    ServiceNow Customer Service Management - CSM

    ServiceNow Customer Service Management is a cloud-based tool that allows you to serve your customers with service and support through various channels. These communication channels include the web, email, telephone, social media and chat.

    When your customers raise a query through any of these channels, ServiceNow CSM automatically tracks those queries, creates tickets and assigns them to the relevant support staff.

    Basically, it unifies all the communication platforms for you to efficiently cater to your customers in resolving their issues and maximizing customer satisfaction.

    ServiceNow CSM Features and Applications

    It offers an exclusive range of all-encompassing solutions that streamline and automate customer service processes. Let’s have a look at them:

    1. Case Management

    A ‘case’ refers to an instance where the customer has raised concerns or is not satisfied with the service. They can raise multiple cases if they face any difficulty or have some complaint regarding service(s).

    Case management refers to the process in which support agents track cases through various channels. These cases are then assigned to the relevant support staff for resolution. Furthermore, the activities involved in the resolution process, such as phone calls made, emails sent, knowledge base research, conversations with the experts and many more, can also be tracked.

    2. Communities

    This is an application similar to a big meeting room, which brings customers, employees, partners, and prospects together on a single online platform. They can collaborate, share relevant information, ask questions and find solutions.

    Moreover, they can look at various blogs and related videos and also can search for past discussions that might have the answers they need.

    It is a quick and easy way for customers to look out for the answers to their queries, along with Knowledge Base and Service Catalog.

    3. Continual Improvement Management With CSM

    CIM is an application that, along with Customer Service Management, shows opportunities to perform improvements in the system. With this tool, you can explore various ways to excel, and it provides you with a plan to make those improvements happen.

    Let’s understand it differently. It is like a personal trainer who suggests you ways to get better for a certain workout. It will suggest you what diet plan you should follow to reach your improvement goal and will also keep a check on your fitness level regularly, to see how much you have improved.

    In the same way, Continual Improvement Management with CSM will help you find areas where your customer service can be improved. It suggests various ways to improve and keeps track of how much improvement is done.

    4. Customer Data Management

    With this capability of ServiceNow CSM, businesses can import existing customer information, create new data for a user and can store it securely.

    This data includes the following details of the customers:

    • Name of the customer
    • Address
    • Phone number
    • Account detail
    • Products and asset details
    • Service contracts and entitlements

    5. Customer Project Management

    It is a feature of ServiceNow’s Customer Service Management, which combinedly works with the PPM standard (formerly known as Project Portfolio Suite and Financials).

    Here is how this integration helps users of ServiceNow CSM:

    • It helps in managing large and complex projects that incorporate multiple tasks.
    • It allows the end users to gain visibility into their projects and monitor them.
    • Users can easily track what is going on with these projects.

    For example, a business can use this to create a project for their upcoming product launch. They can add various tasks to it, such as ‘Designed products’, ‘Tested products’, etc. With this, employees can look into these tasks, track the progress and see what they need to do next.

    6. Field Service Management

    With this collaboration of these two different applications, users can provide excellent customer service.

    Here is what users get:

    • A comprehensive view of account and contact details on work orders and tasks, along with the cases from the customer service portal.
    • They can create new work orders and view details of the same.
    • They can look into the appointments scheduled and modify them.

    7. Financial Management

    Customer Service Management with Financial management is like having a smart accountant for your business. It enables you to allocate your budget, track expenses, and report costs to your business.

    Expenses are divided into smaller parts, known as allocations. Each allocation is linked to a specific area of your business and accounts, allowing you to create a precise cost model. This also helps you understand the costs associated with providing customer services.

    Moreover, it provides users with a feature called Financial Management Workbench. It is like a dashboard where financial administrators can see, manage costs and allocate expenses.

    8. It Operations Management

    CSM integration with IT Operations Management allows you to start a case automatically or manually when an alert is triggered. When this is done, you can see which accounts and install base items, including the products or services a customer has, are affected. Also, you can check how well these are working.

    9. Knowledge Management

    ServiceNow’s knowledge management is like an extensive online library, which is filled with articles that users can read to resolve issues at their own pace. It contains various readables related to troubleshooting, FAQs and self-help.

    Let me simply explain the concept of Knowledge Management to you. Suppose you are a student, and your school contains a library filled with books. These books contain all the information that can help you with your homework. Now, imagine the librarian who organizes these books into sections like math, science, history, etc. Also, he checks and approves new books before they are added to the library.

    Similarly, Knowledge Management is the library, where articles act as books, the librarian is the manager and knowledge bases are the categories. The librarian or the manager is responsible for categorizing, reviewing and approving the new articles. You, the user, can go through these articles, browse through them, and provide feedback for improvements.

    Now, think of an online library: Knowledge Management Service Portal. Here, you can view all the articles and see which are the newest and most popular ones. This is how a Knowledge management application works. It helps users to find the information they need.

    10. Machine Learning Solutions For Customer Service Management

    Machine learning in customer service helps in different tasks related to customer service cases. It can accurately predict the category of a customer’s case as well as its priority for resolution based on the information provided by the customer. Also, it suggests the most suitable service staff member to whom the case should be assigned.

    Along with this, it groups cases of a similar nature and recommends similar cases, providing agents with valuable assistance in case investigation and resolution. Furthermore, it suggests related articles from the knowledge management system for self-help.

    11. Major Issue Management

    This feature of ServiceNow Customer Service Management is a superhero for the business team. It helps you identify impacted customers who have been affected by a problem, even if they haven’t reported it. With this, it creates a case for them.

    A big problem is referred to as a ‘major case’, and for each customer affected by this problem, you can create a ‘child case’, which contains their specific information. There is an automatic sync of information between these cases.

    You can create a list of accounts and consumers who are affected by the issue and then attach it to the ‘major case’. This list can be made using the ‘targeted communications’ application. You can build it by setting conditions, running a script or importing customer information.

    12. Mobile Experience For Customer Service Management

    Customer Service Mobile Application allows you to manage customer service cases from your mobile device. It will enable you to stay connected and access the information in real-time to complete tasks quickly.

    Service agents can quickly review cases and work on resolving them in no time. They can perform routine actions and approvals effectively, anytime and anywhere. Not only them, but customers can also use this application to track their case status.

    13. Omni-Channel Communication

    Omni Channel Communication

    As we have already discussed, you can meet customers through their favourite communication channels through this omnichannel support feature. Let’s explore all of these:

    Chat Channel: It is available over the platform where a customer can raise a chat request. This request is either routed to a virtual agent or to a real agent who has the required expertise. The agent then responds to the request and can also link it to various resources like articles and videos or link to existing cases.

    Email Channel: When customers send emails to businesses to specify a complaint or a query, it creates an email case. The service agents interact with the customer using this channel and suggest a solution by drafting a solution mail. It is up to the customer whether they want to accept or reject the solution.

    When the case gets closed, the customer receives two different emails. One, stating that the case has been resolved and closed, and the other one with a link over the service feedback.

    Phone Channel: Customers make a call to report an issue or a query. This is all possible because of a technology called Computer Telephony Integration (CTI), which connects the customer service platform with phone service providers. It allows agents to make and receive calls from customers and identify and record their account information related to the case.

    14. Order Management For Customer Service Management

    It is a tool that helps you to perform things for your customers. It streamlines and manages the product ordering process for its customers. Imagine you have a customer who wants to place an order but is unable to do so due to any reason. Thus, this tool lets you place an order on their behalf. It’s like you are their personal shopper. Also, if your customer wants to modify the ordering details or cancel the order, this tool lets you make those changes quickly and efficiently.

    After an order is placed, the customer naturally wants to know the current status of their order. Hence, this tool provides you with all the tracking details so you can keep your customers updated. It is a great way to provide efficient customer service and keep your customers happy.

    Manage Products Effectively CTA

    15. Outsourced Customer Service

    Outsourcing is when a company decides to delegate some of its work to a different company or people who are not their employees. These companies or people are referred to as Outsourced Service Providers (OSP). They perform the customer service work for you and charge some amount against it.

    Outsourcing customer service gives you access to skilled expertise in a cost-effective way.

    16. Proactive Customer Service Operations

    This is a remarkable tool offered by ServiceNow. It allows you to start the process of solving any issue or problem, even before the customer asks for it. This phenomenon is called proactively triggering case workflows.

    This tool keeps an eye on all the digital services that your customers are using, known as the ‘install base’. If, among these services, you notice a problem, this tool lets you create a case for the same and notifies your customer about it, indicating that you are working on resolving this issue.

    If your customer wants to track the update over the case, the Customer Service Portal is always open for them. It keeps them informed of the current status of the case and sees when it will get fixed.

    17. Service Management Applications

    The Customer Service Management tool integrates with other applications that offer incident, change, problem, and request management. These applications are known as IT service management tools, and they streamline the business’s IT processes.

    This integration allows agents to create and manage different types of records directly from the customer service cases. Also, it enables them to modify, link or remove cases. Furthermore, any updates performed over these cases are shown in the dashboards, and they can use it to talk to customers.

    18. Surveys

    As we have discussed, after the case closes, customers get a feedback form to share their service experience. This form is referred to as a survey.

    It is shared with the customers through the same channel they are communicating, be it chat, email or phone. Additionally, CSM offers a default survey form, which can be customized as per the business needs.

    19. Virtual Agent

    ServiceNow Virtual Agent tool provides businesses with pre-made conversations that are powered by artificial intelligence. Within the chat channel, a virtual agent is like a bot that offers a personalised experience to customers based on their queries. Also, it can answer FAQs, provide tutorials, update records, gather data, perform diagnostics and solve multi-step problems. Along with this, a virtual agent is efficient in handling everyday tasks and frees up your employee’s time to focus on tasks of major importance.

    20. Visual Task Boards

    These boards are like user-friendly digital bulletins, where tasks can be organized in an orderly fashion. These tasks can be moved around the interface, and new tasks can be added to the extended list.

    It can be used in many situations, like managing a project, organizing your tasks, or getting a new employee set up.

    21. Flow Designer- Visual Workflow And Automation

    This is a tool on the Now platform that helps automate processes and workflows, resulting in saving time and effort. It describes workflows in simple language and in the form of diagrams to make them understandable for all. It is a cost-effective solution as it replaces complex scripts with upgraded and safe logic from the Now Platform. It also provides a library of reusable actions, thereby reducing development costs.

    Moreover, it can manage different subscriptions for integration and Robotic Process Automation (RPA), making it a comprehensive tool for process automation.

    There are various components of this tool. These include:

    Flow Designer Components

    • Flows- Automated processes made up for trigger and sequence of actions.
    • Flow execution details- Page that shows real-time information about an action or flow.
    • Flow error handler- This is a feature that lets the flow catch and report errors.
    • Subflows- Mini flows without triggers. They run when called from another flow or subflow.
    • Actions- These are reusable operations that let you automate the features of the Now platform without coding.
    • Spokes- These are applications that contain actions and subflows.

    22. Walk-Up Experience For Customer Service Management

    ServiceNow Walk-up Experience is a tool that lets you set up a service centre where people check in online or in person for quick help. There are multiple users of this tool. These include:

    • Requesters- They can check in to the nearest service centre, join the queue, schedule appointments and receive email notifications for their requests.
    • Technicians or Agents- They provide help to requesters, manage daily operations, resolve issues and handle various interactions.
    • Managers- They oversee technicians and their operations.
    • Administrators- These are the people who set up and maintain the system. They configure queue locations, schedules, appointments, advanced work assignments, notifications, and customer satisfaction surveys.

    23. Workforce Optimization For Customer Service

    It is a customizable tool that helps you to manage your team’s productivity all in one place. You can assign tasks to your team members, manage their skills and schedules and keep an eye on their performance. Additionally, you can predict what skills your agents might require and take up training decisions.

    24. Workspaces In Customer Service Management

    The Workspace in ServiceNow offers a centralized view that allows customer service agents to handle all types of tasks, understand an issue, and get suggestions to resolve that issue.

    Different types of agents can use the Workspace:

    Types of Agents in Workspaces

    • Chat/SMS Agents: These agents handle customer requests that come in through chat or SMS.
    • Phone Agents: These agents deal with customer inquiries that come in over the phone.
    • Case Agents: These agents handle cases that are created from the Consumer Portals or inbound emails.
    • Location Agents: These agents handle cases that are created from walk-up interactions.

    Servicenow Customer Service Management Pricing

    The pricing for ServiceNow CSM is not fixed and might fluctuate based on the needs and requirements of your business. You have two options: either you can choose from the pre-made packages that it offers, or you can go with the flexible pricing option.

    In order to gain more idea for the same, you can consult a ServiceNow consulting company. They can assess your needs and suggest the best possible quote or package.

    Get Started with ServiceNow Customer Service Management

    How To Get Started With Servicenow Customer Service Management?

    ServiceNow Customer Service Management is a versatile solution that can improve your customer service operations across your front, middle, and back office.

    To start with it, you must be clear about your customer service goals and prioritize them. Also, you need to gain an understanding of the various applications and features it offers and which ones you need to achieve your customers’ loyalty.

    ServiceNow offers various internal resources like articles, blogs, demos and videos that can give you insights into the technology. Also, it offers a developer instance that you can use to gain hands-on experience with the platform.

    Still, if you need more assistance, ServiceNow consulting firms are your go-to solution.

    Cyntexa, a ServiceNow consulting firm with a team of 400+ tech professionals, carefully listens to your business requirements and aims to provide you with the best of their services.

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