3 AI priorities for better customer experience

Close up of a happy woman lying down whilst using mobile phone

Organisations are investing heavily in AI to improve their customer processes, according to ServiceNow’s The CX Shift. Yet the quality of Dutch customer service shows room for improvement. The challenge no longer is having access to the technology, but how to use it.

Whereas customer relationship management (CRM) systems traditionally revolved around registering customer information and managing processes, customers today expect something different: speed, relevance, and direct action. A customer with a question or problem doesn’t want to wait for systems and departments to coordinate with each other to provide a resolution. They want immediate help.

That’s precisely why CRM is shifting from a central place for customer data to a system that supports employees, automates processes and, where possible, independently initiates actions.

Shifting customer experience

This changing role of CRM systems is needed. Our CX Shift report shows that 52% of Dutch customer service employees view the high volume of cases as their biggest daily challenge.

In addition, many service employees still work across three to five different applications to resolve a single customer issue. As a result, more than half of working time is lost to administrative tasks and context switching.

While AI can help reduce the volume of customer cases and admin work, many organisations aren’t yet taking full advantage. In fact, 61% of Dutch customer service employees say AI could be used more effectively within their organisation, according to our research.

Demand also outstrips current supply when it comes to generative AI (GenAI). While more than half (57%) of Dutch service employees say they’d like to work with GenAI solutions, this is currently possible at only 31% of organisations. Within Europe, the Middle East, and Africa (EMEA), only the UK shows a larger shortfall between demand and supply.

How can organisations ensure AI actually contributes to better customer experience and more efficient processes? These three focus areas are a good starting point.

1. Make sure data is usable and up to date

AI is only as useful as the data behind it. When customer data is scattered across closed systems or out of date, it becomes difficult to make relevant recommendations or reliably automate processes.

This affects the quality of both AI outcomes and service employees’ daily work. An inconsistent view of customers leads to extra search time, longer handling times, and less trust in systems.

Before implementing new AI tools, identify where customer data resides and which processes depend on manual handoffs.

Practical questions to ask:

2. Start with concrete applications, then scale

Successful AI implementations rarely begin with a full transformation. Organisations can achieve results faster by starting small and building on proven applications. Map out where AI is already adding value.

Dutch service employees use AI mainly for conversation summarisation and administrative support. These can deliver immediate time savings and increase acceptance among employees. From there, you can expand into applications such as:

3. Use CRM as a system of action

Many traditional CRM environments function as a system of record: They register information and track processes. That model falls short of what customers expect today.

Modern CRM systems support decision-making but also help carry out actions. Think workflows that automatically connect departments, surface relevant context to employees, and independently handle routine tasks.

A system of action combines three elements:

This results in fewer manual handoffs, faster resolution, and more room for employees to focus on complex customer questions.

Almost half of Dutch consumers (46%) say they’d switch to a competitor after a poor or slow service experience, according to The CX Shift.

Organisations that use CRM as an intelligent action system help create room for better experiences for customers and employees alike.

Find out how ServiceNow can help you rethink the possibilities of CRM.