Raúl Espinosa - CSM
Chief Technology Innovation Officer in SilverStorm
Head of the technology and Innovation Department giving support to the digital strategy proposed by SilverStorm (SSDX). As a technical consultant, he maintains daily contact with our clients in order to guide them in their process of digital transformation through innovation, both in the development of new technologies and in the combination of existing technologies.
Raúl has an extensive experience leading teams in projects and he is currently responsible for ensuring that the technology is used efficiently and safely, as well as evaluating and controlling the implementation of new systems and infrastructure both internally with our employees, and externally with our customers.
What is Customer Service Management (CSM)?
CSM is a process in charge of managing the service provided to the clients through a series established procedures with the objective of improving that service and, therefore, improving the experience and satisfaction of the client.
Why should a company invest in CSM?
Basically, because it allows to improve the service that is given to the clients, increasing therefore, their level of satisfaction. As simple and as complex as that. The client is happier because his service is better.
How does the CSM solution that ServiceNow offers try to improve this service?
Establishing a process focused not only on solving the issues raised by the client but also focused on finding the root cause that has led the client to raise that issue or problema. Like this not only the individual problema is solved, the root cause is searched and resolved, high probably causing that it will not happen again.
How does the solution offered by CSM try to remedy this problema?
The main difference lies in what I commented previously. Traditional CSM tools are focused on managing individual relationships with the client, trying to resolve the individual issues they raise. However, the most modern CSM solutions that we offer go further, going into the causes of why this problem has occurred, involving in this process both the solution and the search of the root cause, implicating all the teams in the service delivery and not only the attention department or client support.
This leads to the implementation of a process of continuos improvement of the service, increasing the quality of this and, therefore, making the client more satisfied with the service it recieves.
That explains why companies are willing to make a significant investment in this solution, isn´t it?
Indeed, If a certain company is willing to invest a significant amount of money by implementing this CSM process, is because the benefits it can provide are significantly much greater, not only in monetary terms, but as I mentioned earlier, at the level of customer satisfaction.
In fact, according to a study, 82% of clients claim to stop their activity with companies because they feel they have recieved a bad service. On the other hand, 80% of companies say they provide an acceptable service, but according to studies conducted by Forrester only 8% gives a really good service.
Other research affirms that, increasing the 5% of the clients that you retain, increases the benefits by 95%. In the end, the customer is the biggest asset of a company.
Besides improving customer service, does it also imply some kind of improvement in the internal functioning of the company?
Absolutely yes. Not only is customer service improved, but a more efficient methology is implemented, distributing the workload among employees in a more appropriate way through an interactive collaboration in real time. In addition, is establishes mechanisms for the automatic task assigment to the person who can perfrom it better.
All this, by the way, and coming back to the client because it is the main focus of CSM, causes that the client obtain a more adequate response to his problem and in a faster way, thus increasing his level of satisfaction and, to understand us, if the client is happy we are all happy.
Is any company, althought it is small, capable of implementing this process?
I would say no. It´s true that the CSM principles can be applied to any type of company, for example, in everything related to the most efficient distribution of work and optimization of the task assignment. But, regarding the CSM solution provided by the market, it is aimed at medium-high size corporations, that is, corporations that provide daily service to a large number of clients.
To finish, we understand that many of these CSM solutions that new technologies are implementing are in the cloud. Does not this cause certain feeling of rejection in the companies when they are hiring it?
Rather all the opposite. It is true that a few years ago companies didn’t like things related to the cloud, specially big corporations. The fact that their data wasn´t stored inside the company´s facilities caused distrust. But today, that sentiment has changed, companies have seen the benefits of not having to worry about the support or maintenance of platforms such as ServiceNow, where processes like this CSM are hosted. So. they can focus only on delivering efficiently to customers those services that offer them.