What customers are talking to me about right now

Key focus areas for businesses based on real-life insights and stories.

Executive need to listen

Jordi Ferrer, VP and General Manager UK&I, ServiceNow

As business leaders, we’ve reached a pivotal moment. Over the past few years, monumental changes to both the economic landscape and the world of work itself have forced us to change quickly and we have felt the full impact of this challenge.

As the dust begins to settle and executives report feeling more positive about the future, it’s time to move out of survival mode and towards a fully-fledged, well-informed business transformation mode — one that benefits both employees and customers in the long-term.

In my role as VP and General Manager at ServiceNow UK and Ireland, I spend a lot of time listening to the concerns, feedback, and solutions that customers have or need. To help more of our customers tap into these conversations and learn from shared experience, I've compiled my key focus areas, based on real insights and stories.

Keeping it customer-centric

Research shows the pandemic changed purchasing habits significantly, sparking a brand loyalty crisis. The rising cost of living means consumers are becoming more thoughtful with their budgets, while an increasingly busy market means you likely face more competition than ever. Organisations who fail to put the customer first risk getting lost in the crowd, and ultimately losing business as a result.

Put simply, top-tier customer experience isn’t just a nice-to-have, it’s a must-have. Organisations who invest in customer experience are already seeing genuine benefits. In the past, Imperial College London laboured under a fragmented support service that impacted the overall experience for both students, stakeholders, and staff. Users would be given a variety of different experiences depending on which part of the business they were trying to contact. Needing a solution that would standardise service and increase efficiency, the team turned to ServiceNow solutions.

Juan Villamil, Chief Information Officer at Imperial College London explains the benefits the team has realised so far; “It’s integrated, transparent, and frictionless. All the things you would expect from great technology.” The results serve to further emphasise this: onboarding is 99% faster and securing a laptop 95% faster. Crucially, the same seamless experience is provided across the entire organisation.

Customers have extremely high expectations of the experience they receive from businesses, and it’s no longer enough to simply react to large-scale change when it happens. Today, it’s more important to be agile, efficient, and provide a customer experience that promotes brand loyalty, even in difficult times.

The talent crisis

The ongoing digital skills shortage is one of the defining challenges of our time, and something customers talk about regularly. Though it’s primarily a ‘people’ issue, I’ve quickly come to learn that it cannot be discussed in isolation — a lack of qualified talent negatively impacts every aspect of business.

Today, leaders must invest in the tools necessary to meet the demands of the future workplace. It’s about identifying fresh new talent pools, upping automation capabilities within an organisation to allow staff to do more with less, and streamlining internal processes from the very start of the onboarding process.

Another challenge lies not just in attracting new, untapped, talent, but in retaining existing employees. The needs and expectations of the modern workforce have changed dramatically, meaning that to retain top-tier talent, business leaders must be prepared to offer more than ever before: a high level of flexibility, a seamless employee experience, and socially responsible policies. Doing this requires a high level of data-driven capability. At a recent panel event, Scott Stoll, our VP of Employee Experience and Sales, explained: “It’s about being proactive in the work environment. Organisations should use a data-driven approach to look at real-time information from employees and be able to feed actions back to them. By doing this, employees will likely have a better experience.”

In turn, leaders who invest more into making lives easier for their employees are likely to see a boost to the customer experience and customer loyalty. ​​Research shows around 61% of consumers said they are more likely to shop with a company that treats its employees well. Improving the Total Experience is vital, and it requires bringing HR professionals further into the strategic planning process with digital and business leaders for better outcomes across the entire organisation.

Driving digital transformation success

There’s been a huge amount of investment in digital transformation in recent years, but recently we’re beginning to see the first signs of uncertainty creeping in. Business leaders want to see tangible proof that their investments are delivering value, and therefore it’s crucial to think bigger.

The role of leaders in navigating digital transformation is evolving. Executives can’t secure results by simply buying more tech or hiring more people who ‘do tech’. Instead, leaders should look to create an environment in which innovation can flourish and communicate the value of transformation to internal and external partners, and also actively enable those within the business, supporting the use of solutions like Low-Code and No-Code to deliver value — while ensuring it all links back to the wider picture.

This, in turn, allows us to connect the dots across the entire organisation, adding real value and enabling leaders to better navigate wider business challenges facing us today, from ESG matters, to the ongoing talent crisis, to customer satisfaction and beyond.

Recommended for you

Read article - Zero Hour 
Zero Hour 

The time for businesses to start building the future is now. 

Listen now - Exploring the true meaning of Total Experience 
Exploring the true meaning of Total Experience 

A discussion with Dave Wright, Chief Innovation Officer, ServiceNow

Read article - ESG is getting lost in translation
ESG is getting lost in translation

We can’t let the term itself hide what is imperative for your business, ESG requires action now. 

Read now - 5 ways to better nurture talent in your organisation
5 ways to better nurture talent in your organisation

Top tips and considerations for business leaders looking nurture talent effectively

Loading spinner