ServiceNow is diversifying. The ITSM leader is now clearly a competitor to PeopleDoc, NeoCase and Workday on the one hand, and Salesforce and ZenDesk on the other.
French CTO Matthieu de Montvallon also explained that the concept of a platform (overused elsewhere) and the concept of “horizontal” services are the core of this strategy.
Matthieu de Montvallon also purchased new business-oriented development tools with LeMagIT-close, very close to the old BPMà la Pega-and revealed some elements of the storage that ServiceNow will provide to its customers in 2019.
Customer service and customer service management
A&D: In what you call “Customer Service Management” (CSM), what is the point of putting ServiceNow on top of Zendesk or Salesforce?
MdM: I have already pointed out that we do not implement CRM at all.Our positioning is of course customer service[1]. The biggest difference from the publisher you cited is that they solved this problem from a business perspective. We are from the perspective of service. Does this make us a competitor to these publishers? Yes… there is no point in having cloud services and ServiceNow.
A&D: Understand the difference. I am a customer and I bought a ticket or car. I am not happy. When do I not know to do ServiceNow?
MdM: From the time you call support, it is no different from traditional customer service management solutions. But through these classic solutions, we will focus on the customer’s profile, his contract and how to improve the business relationship with him. And ServiceNow focuses on how to actually solve the problem. Because those people will fix it, so it is not a help desk. These agents will be handed over to others.
A&D: Do you have specific examples to illustrate this difference?
MdM: of course. Online service providers are a good example. Cegid is one of our CSM customers. They do SaaS. When a customer contacts Cegid due to a technical problem, it is no longer necessary to ask the agent to open the ticket sent to the technician. We are able to link to the application. You can even set up a chat bot that can tell the status of each application that the customer has subscribed to.
We enter the company’s internal IT department. We did not manage the “customer case” better, but our difference lies in what we do behind the scenes. If it is technical, we hand it over directly to the integrated process in the platform. And, if it is not technical (or not only technical), we can also use the real Workflow engine to arrange multiple transactions in parallel to achieve resolution.
A&D: An example to illustrate “several professional orchestration parallel to a real workflow engine”?
MdM: Imagine you retrieved a customer “case” broken down into several “sub-cases”. You send to the legal one, the other to the procurement, and the technical one. And you must use on-site service to trigger on-site intervention. All these situations require BPM to follow…
A&D: That’s what I want to tell you! Are you describing BPM?
MdM: We are always close to BPM, the core of the machine is the workflow (smile). BPM is a bit like the ancestor of ServiceNow[2].
[1]Therefore, it is faced with cloud services and ZenDesk, but there is no sales cloud, Hubspot or Zoho CRM.
[2]Bruno Buffenoir, the publisher’s French manager, confirmed: “ServiceNow provides users with a more packaged and service-oriented approach, while BPM is oriented towards back-end processes.”
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