ServiceNow  
Customer  Service  Management  
First  Discovery  Call  Key  Qualifying  Questions  
Helsinki  Release  

     
 
  

First  Discovery  Call  Key  Qualifying  Questions  

Product:  Customer  Service  Management  
Release:  Helsinki  
Date:  Mar  2016  
Identify  Ideal  Customer  Profile  
• B2B  High  Tech  &  B2B  Software  
• Tech  enabled  B2B  products  &  services  
o What  does  that  mean?  Where  IT  is  involved  in  fulfilling  a  service  to  a  customer  e.g.  managing  a  router  or  a  
database  that  directly  impacts  a  customer.  Heavy  interest  in  Financial  Services  and  Healthcare  tech  
• >  1K  Employees  typically  Lower  Large  Enterprise,  Enterprise,  Upper  Commercial  segments  
 
Customers  with  the  highest  propensity  to  buy:  
Decision  Making  Process  

• Key  Decision  Maker  –  

o Head  of  Customer  Service  /COO/  CEO  -­‐-­‐Person  running  the  business  

• Influencers  
o Enterprise  Applications  Leader  –  A  strong  influencer  in  B2B  Tech  industry,  responsible  for  engineering  and  
operations  for  customer  service.  Typically  reports  to  the  COO  (  Sometimes  the  CIO)  

o Business  Transformation  Leader  –  Charged  with  board/  C-­‐level  mandates  like  improving  operational  efficiency,  
reducing  cost,  increasing  CSAT.  Could  report  to  any  CXO  often  COO  

Customer  Segment  

• Primary:  Enterprise  market  

• Secondary:  Upper  Commercial  and  Lower  Large  Enterprise  
 
Compelling  events  that  drive  to  a  purchase  decision  
• Customer  Experience  Initiative  –  
o A  CEO  or  CXO  driven  initiative  to  understand,  streamline  and  improve  experiences  for  their  customers.  
Customer  service  will  likely  be  a  central  component  of  that  initiative.  
• Improved  Customer  Satisfaction  –  
o An  initiative  to  raise  customer  satisfaction  scores  through  improved  service  delivery  
• Increased  Productivity  and  Efficiencies  
o Company  Merger  or  Acquisition  –  as  part  of  a  post-­‐-­‐-­‐merger  integration  there  is  a  need  to  show  cost  
efficiencies  from  the  combined  organizations,  likely  with  multiple  customer  service  groups  and  systems  
o Too  Many  or  Antiquated  Customer  Service  Systems  –  in  some  cases  customers  have  numerous  systems  or  
older  solutions  that  may  have  even  have  been  homegrown  that  the  organization  feels  are  hampering  their  
processes  -­‐-­‐-­‐sometimes    leading  to  customer  satisfaction  issues  (see     above)  
• Inefficient  or  disjointed  Field  Service  systems  –  
o For  some  customers  or  lines  of  businesses,  a  large  part  of  customer  service  involves  delivering  services  
onsite,  maintaining  infrastructure  or  equipment  for  their  customers.  Disjoint  systems  and  processes  leads  to  
the  field  services  organizations  not  having  a  consistent  view  of  their  customers,  assets  and  issues  being  
reported,  resulting  in  inefficiencies  and  low  customer  satisfaction.  
 
 
Value  Selling  Problem  Probing  Questions  
Answer  to  these  questions  must  be  “yes”  or  “no”  
Customer  Service  Group  

©  2016  ServiceNow,  Inc.  All  rights  reserved.  

 
  

 
• Do  your  customer  service  agents  have  real  time  visibility  into  your  customers’  assets,  contracts  and  entitlements?  
• Does  your  organization  have  a  process  understand  the  underlying  root  causes  why  customers  are  reaching  out?  
• Can  your  agents  see  the  resolution  path  across  various  organizations  that  are  involved  in  fixing  the  problem?  
E.g.  Customer  service,  engineering,  operations,  field  service  
• Do  you  want  your  agents  to  take  action  to  help  fix  the  underlying  problems  rather  than  just  respond  to  cases?  
• Does  your  organization  have  consistency  in  services  processes  across  various  service  groups?  
E.g.  Contact  center/call  center/customer  support,  technical  support,  field  service  
• Are  there  repetitive  tasks  in  customer  service  delivery  that  you  would  like  to  automate?  
• Do  you  struggle  with  your  customer  service  system(s)  downtime  impacting  your  service  levels?  
• Is  your  customers’  service  experience  fragmented  across  your  support  communication  channels?  
E.g.  Different  processes  for  email,  phone,  web  
• Do  your  customer  service  managers  have  real-­‐-­‐-­‐time  visibility  into  key  metrics  in  order  to  take  actions?  
• Is  your  cost  to  serve  your  customers  driven  up  by  having  multiple  disparate  systems  for  customer  service?  
• Are  your  existing  customer  service  systems  inflexible,  hampering  your  ability  to  respond  to  business  changes?  
 
Field  Service  Group  
Additional  questions  to  ask  if  Field  Service  is  important  to  the  customer  
• Is  your  current  field  service  silo-­‐-­‐-­‐ed  from  customer  service  thereby  impacting  service  delivery?  
• Do  your  field  service  technicians  get  all  the  relevant  information  for  the  work  they  do  including  the  customer,  the  
issue  reported,  and  maintenance  history  of  the  asset  or  equipment?  
• Do  you  have  challenges  with  scheduling  work  for  your  customers  and  avoid  breaching  SLAs  and  other  contractual  
agreements?  
• Are  you  able  to  track  the  skills,  locations  and  availability  of  your  technicians  and  use  it  to  assign  work  efficiently?  
• Do  you  have  challenges  with  tracking  assets  and  parts  and  making  sure  your  technicians  have  the  right  parts  at  the  
right  time  and  location?  
• Are  your  technicians  able  to  access  and  record  their  work  when  they  are  on  the  move  from  mobile  devices?  
• Are  there  effective  ways  for  field  service  technicians,  customer  service  agents  and  product  experts  to  collaborate,  
and  solve  issues  faster  and  better?  
 
Questions  to  Answer  Before  Bringing  the  Opportunity  to  the  BU  
If  the  answers  to  any  of  these  questions  are  “yes”  you  may  have  an  opportunity  

• Is  the  customer  B2B  High  Tech  &  B2B  Software  or  tech  enabled  B2B  products  &  services?  
• Does  IT  have  a  favorable  perception  of  ServiceNow?  
• Do  we  have  an  internal  champion  at  the  customer?  
• Does  the  customer  have  a  compelling  event?  
 
Further  questions  to  provide  clarity  on  the  opportunity  and  probability  of  success  

• Is  this  an  existing  or  new  customer?  

• If  existing,  are  they  live  with  ServiceNow?  
• Does  technology  have  a  huge  impact  in  delivering  service  to  their  customers?  
• Does  the  customer  service  process  involve  Field  Service?  
• Who  are  their  customers  and  what  is  the  typical  customer  service  process?  
• What  solution(s)  do  they  use  today  for  customer  service?  
• How  many  customer  service  &  field  service  agents  do  they  have?  (This  will  translate  into  fulfillers)  
• Why  are  they  looking  for  a  customer  service  solution?  
• Who  are  we  competing  against  in  this  deal?  
• When  do  you  anticipate  this  deal  to  close  and  why?  

©  2016  ServiceNow,  Inc.  All  rights  reserved.