20+ survey programs running across business lines
30+ action workflows
6K+ automatic follow-up actions
ServiceNow is on a mission to raise the standard for customer experience in the enterprise software category. The first step? They needed to create a system to truly understand the end-to-end customer experience and empower teams to take the right actions.
“Walker is the strongest XM partner I’ve had the pleasure to work with. The Walker team is highly collaborative, and their extensive XM skillset is unmatched.”
Jill Helmle, Ph.D.
Director, Customer Experience Strategy, ServiceNow
Making B2B feel more like B2C
ServiceNow wanted to deliver a world-class customer and partner experience across journeys. But the company’s CX Strategy team recognized they didn’t have a complete picture of their customers’ feedback and pain points, hindering their ability to drive the most meaningful experience improvements. To truly understand the experience across the most important customer journeys, they needed to revamp their CX management program, from the team structure to the underlying infrastructure.
To set up for long-term success, they architected an innovative three-team structure, including one focused on research and innovation, another responsible for Voice of Customer listening and management, and finally one focused on driving a customer-centric culture. With this structure in place, the CX Strategy team focused on building out the right customer listening by centralizing a multitude of listening programs onto one customer experience management platform. To do that, they needed the right technology and support services to engage every frontline team at ServiceNow. They selected Qualtrics’ industry-leading platform and teamed up with Walker to provide the services, support, and meticulous program management needed to make their vision a reality.
Turning insights into action—automatically
With the Qualtrics XM Platform, ServiceNow can automatically route customer and partner feedback to the appropriate teams across the business, allowing them to address the needs of customers and partners quickly and successfully. In fact, ServiceNow has 20+ survey programs with 30+ action workflows, which have generated more than 6K follow-up actions from over 2000 different owners.
The closed-loop process has been critical to improving customer loyalty and satisfaction. In fact, where there is a quality closed-loop conversation, NPS is 19 pts higher YoY. And they have made it easy for ServiceNow employees to deliver some truly outstanding results. In one instance, when a large European customer gave ServiceNow an NPS detractor score, the low rating triggered an alert to the Customer Success Manager (CSM). The CSM followed up directly with the customer, explored the root cause of their issues, and quickly developed an action plan to help the customer achieve their desired business outcomes. Not only did the customer’s NPS improve, but the value of the account increased by more than 25%.
By combining operational data with the feedback collected from its ever-growing array of listening posts across digital properties and relational touchpoints, ServiceNow can now measure the impact of experience investments across customer journeys and predict the effect of improvements on customers’ Annual Contract Value (ACV).
With a more complete understanding of customer and partner journeys and the moments that matter most, ServiceNow can prioritize the initiatives that will have the biggest impact, secure executive buy-in for improvements, and connect teams across the organization to effect change at scale.
But they aren’t stopping there. The next evolution of the program is proactively improving the experience for the majority of customers who do not provide feedback. Through the Predictive NPS program, the CX Strategy team is helping account teams identify customers who are at risk of having a bad experience, without relying on the customer to share feedback. At 6 months post-pilot, the team has demonstrated 10% higher account value, 45% higher open pipeline (indicating teams are also able to leverage these for account expansion), and 7% higher gross retention rate. The future is bright as ServiceNow continues to elevate the customer experience.
The team at Walker worked seamlessly with ServiceNow along every step of the journey – from the planning, to development, to launch of this ambitious program.
It began with simplifying the existing VoC infrastructure to have one centralized platform across multiple regions and product groups. From there, the team coordinated development of the surveys, ticketing workflows, and closed-loop tracking systems to drive the right customer follow-up by the right internal teams. Finally, dashboards were developed to provide up-to-the minute status of the actions being taken to ensure the best possible experience.
