Name: Modern Customer Service With ServiceNow CSM – Architecture and Automation
Uploaded: 2026-03-17T17:30:32.908Z
Duration: 1 h 1 min 44 s
Description: Modern Customer Service With ServiceNow CSM – Architecture and Automation

Transcript for "Modern Customer Service With ServiceNow CSM – Architecture and Automation": Hello, everyone. Welcome or welcome back to another Now Ben webinar. This time diving into customer service with ServiceNow CSM. K. Before we get started, a couple of housekeeping points. This session is being recorded, and it will be shared in our follow-up email after the webinar. You are in listen only mode, so please do engage in the chat throughout the session, and we will have a q and a at the end. So do pop your questions into our question box in the q and a tab. So a little bit about Now, Ben. We're here to support the ServiceNow community with content that helps you understand what's happening across the platform and where it's all heading. Our content is designed to look at what's happening within the ecosystem whilst also exploring the technical side in a way that feels more practical and relevant. And we also want to bring in thought leader leaders from across the ServiceNow community to share best practices, practical advice, real insight to help you grow your career on the platform. And this webinar is, of course, a part of that wider vision and is a part of now, Ben, that we're really excited to keep growing and keep building. So we really appreciate you being here and spending your time with us today. So with that, I'm delighted to welcome today's speakers to the stage. We have Shama Negi, senior technical architect at Accenture, and doctor Atal Grover, business process consultant and platform owner at Advanced Solutions. Thank you both for joining us. I'm gonna hand over to you, and we can get started with the session. Thank you. Thank you, Saima. you so much. Okay. So now it's me and Shema in this session for the next, I can say, fifty, fifty five minutes together. We're going to be discuss. We're going to be explore, we're going to be troubleshoot, and we're going to be brainstorm few of the options, few of the architecture points, few of the stuff there. But before that, as the tradition says, let's start with the introduction. So hi, everyone. My name is doctor Thulbruva, known as Learn and Grow Together, LNG on the social media platform as well. Working in service ecosystem, it's more than ten years now. By heart, I can say I'm a pure business process consultant who love to be discussed, who love to be connect with the customers on day in day out basis. But I'm moving to the next role now called platform owner, which is kind of a similar on the business process consultant, but there's a lot of more responsibilities coming on that particular direction as well. Along with me today, I have my I will so I will not say the cohost because she is the main host and the cohost with my friend. So let's welcome Shema. And, Shema, over to you for the introduction, and then finally, we move, the session. everyone. Thank you so much, Atul. It's great connecting with you and, you know, having a session collaborating with you. So hi, everyone. My name is Shama Nagi. I've been working in ServiceNow for last thirteen years now, and, I'm working as a ServiceNow technical architect. I'm also ServiceNow CTA. And this year, I'm awarded as ServiceNow MVP as well. So today, we'll discuss a lot about CSM, what CSM values, you know, it brings to all the customers, and how CSM can actually help you to, you know, enable and automate all the task by using the CSM architecture. 100%. Thank you so much, Shema. So before we we I ask Saima to be please bring the slides on the on the screen. First question to you, what is this CTA means, and and how this CTA supporting you to build or to support this this kind of architecture discussions here. Absolutely. I think this gives a great platform, a great way of, you know, learning what exactly the architecture means. Right? Because we all have been talking about, you know, ServiceNow space. We all have been talking about ServiceNow modules. But this CTA, you know, gives me more clarity, you know, more what exactly the ServiceNow architecture brings. Right? Why to use this CSM? Why not to use the other module? Right? And this gives me a very clear way to, you know, select one of the modules. Like, let's say customer comes to me and say that I want to automate this. Right? Now I am the advisory. I am the advisory consultant who is actually making sure that by utilizing all the skills that I have been taught under CTA, I have been taught you know, I have been learned in CTA, I should be able to implement that for all the customers so that in future, they will have less debt, and they will have more compatibility compatible system with them. Okay. Thank you so much. So now, Sai Maher, I request you to bring the content on the on the on the screen. But just one request to everybody, don't just focus on the content because there's a lot which me and Shama is bringing together by our words as well. And I see that people who say hi in the chat window of you, I already know that they are very good in their in their field. So let's let's work together. So now the question come as, Shyamal, you you use a very word frequently that customer come to me. And let me let me give opportunity to myself only. Sorry to be so sorry to be say. The customer means here because this is CSM, and the customer means here anybody who is in the market and going to buy anything, either service or product from the shop, he's a customer. In layman language, you mean everybody who is be ordering anything, who is be purchasing anything, who is consuming anything is called as a customer here. Now what this mean? This mean that if I'm a customer, I go in the market and buy something, but it is not working. What should I do now? And here, the concept come the CSM. That is customer service management come into the picture here. What I said is mainly on the layman language perspective, but let's convert that perspective into the company level and that we call the enterprise. Sharma, now now I have a question to you even though you are the host and the cohost, but let's have a question to you. What do you mean by the word enterprise CX landscape here? Might be I can request, Simon, can we move to next slide in the meantime? Yes, Shiva, please. Yeah. So, basically, take an example that, you know, initially, we have, you know, we have the system with us. Right? So wherever we buy anything from the shop or, you know, from anywhere, we just, you know, go there. We just, you know, go and return the items and everything. Now everything has been digitalized. Right? Right? So now we can actually have a digital channel with us. Right? We can actually go take an example of Amazon. Right? If you buy something from Amazon, you can simply, you know in few seconds, you can just, you know, like, raise your query. You can return the items. You can say that this is not what I wanted. Right? And you can simply go to mobile. You just open your mobile app. You just, you know, open the ticket with them, and it is resolved within few seconds, right, within few minutes. This is where the enterprise CX landscape came in. Right? Now we have channels in place. Right? Now we have web. We have mobile. We have chat and portal. Exactly. And I I still remember in the old days when when my father bought some kind of electronic item from a shop, he has to be manually or I can supposedly go to the shop and say, this is not working. Can you send a mechanic at my home? And that was a very old days I'm talking. It was not that, can you send mechanic? It was my father take that equipment to the shop only and say, boss, I purchased with his bag. It is not working. Can you fix it? So but now as we are moving into the digital world, and it is wrong to be say that we're in the digital world. We are in the AI world now. So digital is little old old stuff, I can say here. And when we say the digital world means there's a multiple ways to reach out to the to the person to whom from whom we're looking for kind of a support. So you can drop a email. You can log in to their website, and website is, again, again, old days now. It's all about apps. Every everybody has a app on on the mobile phone. We can chat. We can go to the portal, and then we can connect to that particular company, connect to that particular, I can say, services and say, I purchased this product. This is my product number. This is my tag number, serial number. This is not working. Can you help me in this particular part? So the first thing which is coming in this particular enterprise CX landscape is the digital channels. Second is a contact center operation. It means it is kind of a place where a dedicated team sitting together to help to the customer on that particular part. What about workflow and the case management? So, basically, you know, what CSM brings I always say that CSM is the heart of ServiceNow. Right? Because every automation, every workflow that you're building for a customer. Right? Because nowadays, we are doing all the automation for customers. Right? So anything they are, you know, coming back to you, you have to automate any process for them. You use workflow. Right? And workflows nowadays, we are calling it as flow designers. So flow designers, you know, they are mostly used to automate what exactly the process that your customers is coming up with. Right? And I think this is the core when I say hard, that means without this, you cannot, you know, automate the customer process flows. Right? So this is very important for them. Whatever they come up with, right, whatever their requirements are, you just use it, and you just use all the, you know, practices from ServiceNow, and you can do anything what they want. Right? There is no limitation in ServiceNow. With CSM, you can do anything that, you know, customer wants. Correct. And next and next part, that is called the back end fulfillment system. Means, I, as a customer, just putting a request, putting a problem statement, putting a issue to my executives. And in the background, they have a lot of system in the things like, I'm not happy with the product. I want a refund. I just log up log up one case for the refund. In the background, it will send me a engineer or might be the person who will pick up that one. It will put the refund amount in my account as well. It will update. It will send the all messages to me as well. So that is what is coming as a back end fulfillment system. And last is called analytics and the voice for the customer. Definitely, yes. This CSM, this product, this module bring a lot of things from the customer perspective because now it is easy for the customer. And I'm I'm again repeating my words. Don't take customer who's sitting outside. You and me are the customer only here. So we are able to reach out to the companies directly, to the vendor directly, to the support system directly, and we can ask for the help or for the resolution of our problem statement on the quick manner here. Next slide, please, Saima. And before that, if if I I can put this this question to my audience or as not the audience, basically. You are my friends only, not the audience here. How many of you think that is any other point we have to be add into this enterprise CX landscape, which you think might be at all it is good we can add that part? Definitely, one is AI. We can add here. But if you already worked or you're working in the customer service domain specifically, do you think that any other point need to be add? We are happy to be accepted. So you can see now the digital channels are there. Web, chat, mobile portal. Are there multiple ways you can reach out to the customer customer care, and you can out your problem statement in this particular area. Next slide, And. the very, Go. Go. you know, big thing is that we have the analytics. We have the voice of customer. Go. Right? Right. So in ServiceNow, we call it as CSAT. Right? The customer satisfaction survey. Right? Because that is something that gives us that what exactly, you know, we have done wrong. What exactly, you know, we can actually optimize for customer. Correct. What exactly we can we can always take as a feedback. Right? So I think this is most important voice of customer that we can actually take the feedback from customer, and we can try to, you know, utilize all those feedbacks and implement that in ServiceNow. 100%. So I might request to move forward. In the meantime, let me pick up a question or not a question point from Abhira that nowadays, customer can raise a case or the or the kind of a issue from the community as well that, yes, it's it's a very big deal. And Anubhav says onboarding of a customer a customer is a dynamic as it's come and go and plan a key part of sales. 100% Anubhav. Customer is a is a key here. How beautifully we are able to onboard the customer is also a matter here. And nowadays, if I say from my experience now, it is becoming kind of a not SLA. It is coming kind of a e it's XLA. That is experience SLA that how customer is experiencing when we are be onboarding or might be he's able to navigate to my form to log a issue or able to talk to the customer care on the chat or might be able to use my port my portal as well. So these things definitely is important that onboarding and in it is very well saying that customer is a king. And I'm I'm sure that everybody know this particular part. Okay. Now I I hand over to you, Shyamad, that where CSM fit in the CX part? What what do you think in. this video? And I think what we are making sure that how we can make the customer's life easier. Right? How we can make the process in such a way that they find it more easier. They find it in less number of clicks. Right? They can actually do all the or, you know, all the tasks with less number of, you know, points. They can actually go to portal. They can do all the customizations. If I talk about where exactly CSM fits. Right? So CSM, as I say, it's a heart. Right? So it's a main hub in ServiceNow, and we call it as centralized case management hub. Right? So it offers you multichannel case captures. As we already discussed about, we have multichannels. Now customer is no more dependent to log in to portal to, you know, create a case from there. Customer can simply, you know, open the, open their email. They can actually send the email. Once they send an email, the case will be created. Right? They can open their app. They can simply create a case in just, you know, in just few seconds. Now we are in a AI area. Right? We are in AI AI era. Right? So we can just type in create a case for me. Right? AI can do all that information for us. This is how easy we are making the you know, we are making life easy for all the customers. Right? And it it gives you a workflow automation engine. So it gives you all the flexibility that, you know, you can do it. So customer says that I want to build process one. Right? Customer says I want to build process two. Right? It's not that I can only, you know, give you, like, one process in ServiceNow. Whatever you come up with, right, it's up to me or it's up to, you know, somebody who's actually building that process for you. They can do anything in ServiceNow by using workflow automation engine. If you talk about SLAs. Right? We also have SLA. We also have entitlement. We can actually track, you know, all the details, how exactly you know, when exactly this case was open, when exactly this case has false response in it, when exactly this case was resolved. We can do all the tracking in place. Right? Because I'm seeing that people are reaching out. People customers are coming and say that, you know, we don't have the defined central system with us. Right? We don't have the centralized tracking with us, what exactly going out, what exactly coming in, right, how many emails went, how many emails came in. Now this gives you a very clear picture. This gives you a clear centralized, you know, process or a hub with you, which, you know, with the help of which you can do, you know, all the multitasking. You can do all the, you know, workflows. You can do SLA tracking. You can also do integrations as well. So now CSM, you know, CSM gives you a very flexible integration with CRM. You can simply go and integrate with any other ERP tool, and you can get the data. You can, you know, send the data out from ServiceNow. So it's a very, I would say, a very, you know, flexible platform that has been given to customers. Wow. A lot a lot is a lot is big. Definitely, yes. Let let let me let me come back. I'm not going to be kind of iterate these these things, but we'll pick up something from the chat part. So, Anbar, you rightly said customer is god. As in India, we we consider this one. And Abhijit says, decided it is possible to integrate the third party apps like Five nine or CXone as a channel. I have been some of the customer want to be habit for calling and facing end user to that. I'm not sure if that relevant, But curious to know. Shema, what do you think? Are we able. to can we integrate with Five nine? I would say that, you know, ServiceNow actually gives you flexibility flexibility to integrate. Right? So we have we have few out of the box spoke, which is given by ServiceNow. Right? If if this, you know, five nine is not supported by spoke, then anytime you can go ahead and integrate, you know, with the rest APIs, you can integrate with the help of mid server integrations. So by default, we have four digital channels that is given by ServiceNow. Right? That is web, that is chat, that is email, and self-service. If you want to go ahead, you can definitely go and integrate that, and that will give you fifth channel, which, you know, which will be coming by your personal integration, the customized integration. channel. Correct. So so just to be just to be put put a kind of a stamping on on what Shama says, if you ask me as a platform owner, if you ask me as a process owner, I will say nothing is impossible in ServiceNow if you want to be integrated. The only thing is that because we have to be think in the boundaries of customization, maintenance, custom logics, custom tables kind of things, if you remove that extensions, anything can be done in ServiceNow easily. And as Shama say, if the spokes are not available, you can build your own desk API. You have to be just need the endpoints for the five nine or the CX one. Combine it, and your work has been has been done on this particular part only. Next slide, please, Saima. Okay. Now I'll I'll take this this part. So how CSM reduce the manual work? Definitely, we all know that in the digital world, many things has been moved very quickly. And the COVID is one of the best example which make the thing automated, I I can say. It's it's open the more opportunities in that particular part. But how the CSM work here is, number one, that automated case creation. Customer if I say simple example, customer send a email and case can be created. Simple as simple as possible, I can say. Or customer is talking on the chat with the virtual agent and say, hey. I want to be open a case. That will done by that particular part. So automatic case creation can be done by this way. And, also, the way the service now bringing the AI into each and every domain. Even customer just need to put one prompt. CSM the agent will bring every information and will say, oh, you are the last this item. Are you facing this issue? Yes. Is this other issue? Yes. Done. Done. Done. And then two, three clicks, your work has been done. Second thing, what happened in the old days that I send a email to sign I I send an email to Shama. She did not reply to my email because she was quite busy. But now with the intelligent assignment tools, with the skill set, with the channels, with the service, what is offering, CS, many options are there available in ServiceNow which help you for that. And we're not saying it's a assignment tool. It is a intelligent assignment tool. It means that system can read the prompt, read the case statement, and able to assign the case to the right team in the first matter. Definitely need improvements as the data will increase. Again, I'm putting the clause of AI here. Predictive intelligence, machine learning are the one which can help. Now assist agent can help here more on the intelligent part. Auto escalation. Three days done. No reply. No update on this particular case. What do we do? Let's escalate it. And system send the notification as well. And last sec sorry. Second last, reusable workflow templates. Create once, use anytime. It is not that what you're building is only applicable for one type of case. You can use the workflow. I I I I saw that there's a session has been done by Hadith and Selma on a now when only a few days back for the flow designer. And in that, they show that how we can use a flow to make it reusable perspective. And now we can create the templates, and your work has been done. And last I know, Shama, you will be sitting idle. Let's over to you for the last point then. Yeah. I was about to say that, you know, we have a very good feature in ServiceNow, which says sub flows. Right? So when we talk about reusable workflow, that means we have a sub flow. Right? We can. just create a sub flow, and we can utilize the subflows in any of the flows that is being used in ServiceNow. And the last feature, which is knowledge recommendation. So nowadays, right, I mean, we have been writing a lot lot of knowledge articles. Right? I think now when the when the AI especially has, you know, arrived now, and now we are building the agents. Right? So now for building for agents also, in order to run the agentic AI, we need the knowledge. Right? We need the knowledge base with us. Right? We have to make sure that our knowledge data should be fully defined to make sure that our AIs can actually, you know, search it, can actually find the right data, can actually give us a recommendation that this is the knowledge article. Please go ahead and read it. Right? It may resolve your issue. Right? It may it may just, you know, like, you're good to go. You you just read it. Maybe it's a known error. You just go ahead and read it, and your issue is fully fixed. Right? Correct. So people are so dependent nowadays on knowledge article, and I think it just it's kind of a asset for us. Right? We are building something. We are gradually evolving with knowledge, and we are actually building something for the customers who can utilize and you can, you know, fully utilize their advantage. Correct. Correct. Correct. Correct. 100%. I request, Simon, can you go to the next slide? In the meantime, let me pick up a question from Anubhav. Can you use virtual agent also, which can reduce the manual work? If you take my words, I implemented the CSM, TPSM, and FSM for one of my customer, and we have virtual agent a lot on that particular part. We make the functionality so much that even a customer can order from the virtual agent itself instead of going and selecting the product catalog or something like that. He can order any type of he can get the status as well, and he can know the status also. If this question that can use, 100% we can use, and I implemented that one. Okay. Okay. Next slide. Okay. Now improving customer visibility. What do you think on this particular part? I think I mean, as I see that, you know, nowadays, people are I mean, most of the teams, right, who are not in ServiceNow, right, they are using everything, every tracking they are doing either on Excel. They are tracking all the emails on Outlook. Right? They don't know that what exactly the status. As you said, CSM gives you a flexibility that if somebody has not replied within two days, right, it sends a auto reminder. Right? It just tell you, please go ahead and action on this case. Right? It sends you reminder one, reminder two, and then finally, after two, it can also send you an escalation reminder. Right? So this is how we are making sure that we are taking action on time. And if not, then ServiceNow is taking that responsibility and making sure that, you know, it should be handled within the certain time frame. So this is how we are improving the overall customer visibility. Right? We are giving a flat a platform to customers, which is actually giving them a real time case tracking. Right? When exactly this case was created, when exactly the last reminder was sent. Right? They can simply see on the dashboards. Now we have, you know, we have, workspaces with us. Right? We have the portal with us. We can simply go to employee service center. We can simply track what exactly my case is doing. Right? Which team is working on it? So there is no dependency on email. Should I send an email and ask for the update? No. You just go open your portal. You will see the real time tracking, and all the reports are now real time updated. So that's a wonderful way to, you know, track what exactly and who's working on it, And you will just get that status immediately. Correct. Correct. And and one more thing to be here that it is not only from the customer visible visibility perspective. You see the second one that is called the executive dashboards. Dashboards. That being a service provider, I want to be know that how many cases has been opened, where it has been sitting, why it has been sitting. Is it something internal issue, training issue, product issue, experience issue? What is with there? I, as a executive, can take a look, get the details, and can convert that gaps into the opportunities and bring more user experience on this particular part as well. Okay. Thank you. Next slide, please, Saima. In the meantime, let me let you put a question to to the friends as well. What do you think can can you can you go back to the last slide, please? Okay. What you think might be question to Abhijit, to you, or, I guess, is Anubhav is there, and Abhijit Abhijit is also there. What do you think that what more make it better when it come for the improving the customer visibility perspective? Do you think that any other thought? I, as a service provider, need to be take care when I'm building the solution for the CSM for my for my actual customer. Not I'm sorry, from the client, but for my actual customers. What do you think? What is the more options we can improve ideas from your learnings perspective we can we can edit here? And how do you think that, you know, ServiceNow is offering a transparency? How do you think that transparency is available in CSM? Right? Because, like, which feature you think that, you know, is given by ServiceNow, which is given a to all the customers. Right? That's a great point to discuss on that. Correct. Let let's come back these points as well in the later on if anybody reply. If not, we'll pick up this particular part. Please, the next slide, Saima. Okay. Practical enterprise use cases. IT support, incident management, product support, and the warranty validation. Yes. Warranty is is one of the big thing I can say. Telecom outage and protective cases and employee service center. You can pick up the first and one and a half part. Same as warranty, will pick up because something I implemented there as well in my from my customer base, please. Sure. I'll just I'll just probably pick, you know, Anubhav's question because he's saying that playbook is really, you know, helpful. Because nowadays, I'm also feeling that, you know, initially, we started with workflow, then we moved to flow designers, and now we are moving towards flow you know, playbook because playbook is giving a wonderful UI to customers. Right? They. can actually select what kind of action they have to take. Right? It waits for their action. Right? We also have a lot of flexibility in Playbook that we can call multiple flows. We can call flow sub flows in that. So we can actually, you know, create a a bigger or a complex workflows, right, in the by using a Playbook. And playbook also give a very great feature that, you know, it works on workspace. You can see exactly what state I'm right now on. Right? It give you all the stage wise, you know, like, tracking purpose. Right? So you can simply see that stage one is completed. Now stage two is here. So it's a very UI friendly, and I think people find it more interactive to work on. Right? So people. find it more useful, more interactive. So I think, yeah, Yep. Nupav, that's a great thing that, you know, ServiceNow has given. just. to be the project I'm talking earlier that we use the playbook for the account onboarding as well. It's a five step playbook we built up. And whenever any account come to my customer, hey. I want to be purchased x product from you, they just go to the workspace, open the playbook, one step, two step, three step, four step, five step, and it's done. Nothing they'll be worried that they're missing something. Nothing they'll be worrying that they do create some manual task because everything we have defined in the playbook, and we call this as a customer or the account onboarding. This is the, I guess, this is a point which is by Abid or might have been above earlier, that customer onboarding, yes. So we use we implemented the playbook for the customer onboarding perspective. Even the complete as well. Yes. Product supplier as well complete. Definitely. So I. will say that something which where you want a good interface, a kind of first step by step execution, flow is one, but playbooks are coming in a more picture, and we can use this for the part. And I think if you see the yesterday session of Christy on the playbook where what you coming in the Australia session, you will get to be late more that ServiceNow bring nested playbook concept now in the Australia release as well. It means it is not only single playbook. You can create playbook. You can call playbook to the playbook as well, like we're calling flow and subflow in this particular part as well. Good. Okay. Let's pick up one more point here. So Abhida says complaint product supplier as well for the playbook. Yes. 100%. Case type feature is also good feature. Instead of creating whole new application, we're achieving many percentage just by new case type. You I I guess there's something between you and me now, Anubhav, because something similar we implemented. So case type is like a task management for me. We have six to seven type cases, and and we we build up and use it. But let's discuss this point in in the in the coming minutes as well. But before that, let's go to a practical enterprise pro sorry, enterprise use case. Over to you, Shama. Yeah. So, basically, how it can help and enhance our customer experience. Right? It gives IT support, the incident management. Right? So, basically, whenever you're implementing something, right, it's a practical use cases wherein you can go and, you know, implement such kind of, you know, modules in order to have any kind of telecom outage, outage, right, in any kind of proactive case creation. Right? So you want to if you want to, you know, automate your order management, let's say so many orders are coming. Right? You want to actually go and automate your order management. You can simply go and utilize CSM order management. Right? It will give you all the tracking. You can see that, you know, whether your order is arrived, whether it is fulfilled, whether it is stuck somewhere. You can simply track all the end to end life cycle of it. So I completely agree with what Anubhav was saying that, you know, now I mean, ServiceNow is not restricted to something a simple CSM solution. Right? Correct. ServiceNow is way more expanding it. Right? It is just giving a lot more case types as well, and that's a very wonderful feature because now earlier, you know, we used to create all the scope application. Right? Anything new comes, create a scope app. Right? But now ServiceNow is recommending that no. You can also create a different process in the same scoped application by using a case types. Right? That's a wonderful way. to expand and, you know, collaborate with multiple teams. So if somebody is using the, you know, similar process, they have a similar, you know, look and feel, they can actually go and define their own case type. Right? Based on the case type, we can anytime go and define their intel intelligent, you know, assignment rules. Right? If the case type is this, then send it to this. If the case type is this, send to this team. Correct. Right? I So think that's a wonderful way to, you know, elaborate and to, you know, expand own CSM practice. within ServiceNow. And and one more thing, case type, which I know you pick up, case type is not kind of a customization. It's a complete configuration. So nobody can say, hey. You are customizing the platform. No. I am just using the base table and putting another table, kind of a format of table for my own purpose. So it is still in the bracket of the configuration, not a customization on this particular part as well. Okay. Now I come to the second point, product support and the warranty validation. Yes. Again, giving this from the real time example that I work for for a company who make the printer machines, although I can say the printers there. And they and one more thing before before I go, that when we say that where the CSM fit, CSM is not only fit into the b to b or b to c. If you see the ServiceNow docs, they are saying CSM is fitting to b to b, b to c, b to b to c as well, and b to g as well. That is now business to government as well, business to citizen as well. You can use a CSM at anywhere if you want to be use it. Okay. Product support and the warranty validation. I purchased something, let's say, electronic item. It come with the two years warranty, three years warranty. But I forget that it is still in the warranty or not. I'm facing some issue coming back to the customer care and saying, hey. I purchased this TV or might be I purchased this mobile from you a year back. This is the product number. Can you tell me is it still in the warranty or not? System can help you in this particular part. It means nothing to be worry for a customer to be remember these things now. You have to be just go and reach out. And believe me, we build a complete warranty validation process for the customer. And by using that warranty part, we are able to raise a new case, new order for the customer so that if your cost if your product is in the warranty, don't worry. Even you don't need to be there's a new case. You don't have be you don't need to be put a new order. I will do it for you. If it's come in the warranty, my system will trigger the flow in the background, which create a new order for the same product, put a delivery date, and say, customer, we are sending this thing to new you. Please send it back to us. And, also, CSM is not alone, if I say. CSM always work with FSM. It it is it is the best example for for for this one, can say, means where you can put your work order or your field engineers as well on that particular place. So that is second example I can say that you can get all easy type of product support, including the warranty validation easily into the CSM. It means once you once a cost company sold out something to the customer, customer can easily sleep without worrying that what information I have to be remembered if I have to be just go back. Only one thing is remember, you have to be registered that product on your account in the portal, and best is be done. Second part, that is telecom out outages and protective case creations. We all are using mobile phones. We all are using different network providers, Vodafone, Airtel, British Telecom, three, Orange. Lot of are there. And we got a message. From this time to this time, we are migrating our networks. And this why we why we're going on telecom part? Let's take a financials example. Yesterday, when I log in to my bank site, I was getting a pop up on the top. We have a schedule maintenance from third or from from nineteenth March 3AM to the five 4PM 4AM ISG. And they send the email as well to me. It means now if I'm going to be user service and there's some planned outages there, I'm getting this information easily on the CSM perspective as well. So it means instead of customer is going and say, hey. Your your service is not working, CSM can help us to send that communication, create a case as a proactive, and we can move forward on this particular part. Let's pick up some I guess there's a few comments out there in the chat window. Yeah. I also see Aditi is saying that, you know, CSM is part of lot of solution. Right? Yes. We we think that a data model, it's such a robust data model that is given by ServiceNow. You just think about there are so many data tables that is given foundational tables given by ServiceNow architecture. And, you know, you just you just need to know the tables. Right? If you are storing the company, there is a company table. If you need to store the accounts, there is account. table. Yes. Right? So every every, you know, every data has to store in a separate table, and ServiceNow do maintain that in CSM architecture. Correct. Correct. And there is very interesting thing that I want to say right now that initially when we talk when we always, you know, hear CSM. Right? We always say that CSM, okay, it's a customer oriented. Right? Only customers can go and create the cases, but no. It is no more customer. It's customer plus internal employees. Right? Correct. So now also internal employees can go ahead and, you know, create the cases there. And the wonderful thing is that ServiceNow has given a great data model for the internal employees as well. Right? ServiceNow is bringing, I mean, is bringing business locations, is bringing service organizations, is bringing a lot more new data model tables that actually allow our internal employees to go ahead and, you know, log their own cases. Right? So it's not even dependent on, you know, customer contact and consumer and account data. It is now also have the feature to store their locations, their organizations, their you know, who is member of that organization. So all the franchisees, all the stores, we can actually store all those information in ServiceNow organization table. Yes. Right? So ServiceNow is expanding it a lot. Yeah. And and to be add one more thing. If by any chance you or someone has seen the CLGM five dot zero draft or the white paper, it is it is year old now, and if you go into the technical domain, it is clearly mentioned that it is for the customer workflow as well. And if you go into the consume domain, it is not only mentioned in service catalog. It is mentioned in our sales catalog as well. It means if I'm saying c CSM is there, then CSDM is the kind of a backbone to make the service service offering and catalogs which is available for the customer. It means one and and what, Abhijit, you said that one data model is helping across the platform in a better manner. The only thing is that how beautifully and how accurately and how correctly we use and understand the tables and their usage, and then we use CSM is is unbeatable, I can say. And now I'm remember that when I started my ServiceNow journey, CSM was just known for the cases. Case account, that's all. But if you open the CSM now, you will see that it is not only for the cases. It is going beyond that. Financials, I saw. Telecom, we saw. Medical, we saw. Then you can say examples of the insurance. We saw yes because wherever the customer involved, the CSM will be. there. So in and around, everywhere you can see. Might be I can say where I'm living now, they have a council. If I am facing some kind of a garbage bin problem, but bin is not getting picked up, I can go and log in to the council website and log a case. And they say, okay. It. is done. So what is this? It is b to it is g b to g to c, business to government to the citizen. Indirectly, I'm using the CSM everywhere day in, day out in the customer perspective. Okay. Absolutely. Absolutely. CSM is now making sure that they are expanding in b to e, like, to enterprises also. Exactly. Right? Yes. So Correct. that's one of the greatest feature that ECSM is coming up with. And if you talk about CRM, right, ServiceNow has introduced a great platform CRM. Right? A great platform s two p. Right? So what do you think? S two p and CRM are something else? 100%? No. Oh, no. No. It's it's a base. back end base. their back end process exactly. Their back end base is CSM only. Yes. Right? You if you are raising any, you know, if you're raising any kind of, you know, cases on CRM, if you are say like, on sale on you know? So if you have any queries on that, at the back end where you are doing, where you are where you are going in creating a case in CSM. Right? CSM is a base structure for source to pay and for CRM. Yes. And and, Anubhav, you you picked up correctly. Here might be I can say, Saima, please please connect with Anubhav and invite him for the next webinar. He has good knowledge of the CSM, the way he's he's putting the thoughts here. So CSM is definitely not only for what customer is selling. It is for telecom as well. It is for sales and order management as well, your codes, your order. All the things are are the base for this one. So be because I'm a I'm a, as I say, hardcore process person. So for me, layman language, where the customer involved, it's CSM. Irrespective what industry you're speaking, what industry you're talking, CSM is the base for the same now. Please. Next slide now. Yes. And and just to request in the in the meantime that if you find this session helpful and you want to be appreciate the efforts of me, Shama, or the Nauben and Saima specifically, we please go and put on the LinkedIn post as well. Tag me, Shama, Saima, Ahmed. She's she's in my connect as well. And, Nauben, you can tag them so that we guys get motivated because we're planning few new and new topics as well with Naube in the coming up months so that we can come back again with the more interesting topics there. Okay. Now reference. architecture overview. Question to my CTO friend. When you okay. Let's let's go a little off track here because I want to be linked here. So when you say the CTA, Shama, is CTA means that are we going to be discussed only technical stuff, or what CTA tell you? So the term CTSA is. technical architect, but it's way beyond technical. Right? It's just not technical. It just gives you that how you take care that you are enabling something. You're automating something for customer, and that is actually helping the customer in the longer run. Right? That is actually helping the customer to to make sure that they're able to maintain the system. They're able to, you know, having a very less debt. Right? They're actually making sure that all the implementation that they are they have been working on or they have, you know, they have implemented right now, it is not impacting their existing system. Right? So CTA is just not technical. It actually gives you a platform to talk to customer to tell you that I am here. Right? I'm here. I will give you advisory. Right? I will tell you what to do, what not to do. Right? What is best for you? What is not best for you? So this is actually not even technical. Right? I'm actually setting a standards for you. Right? Do this, Nice. and I'll make sure that nothing will impact. Yep. Nothing, you know, will have a impact when upgrade happens because we know that whenever the upgrade happens, right, most of our applications, right, they get impacted a lot. Right? Because ServiceNow is introducing a lot of new features in the all the releases. Right? So we have to make sure that we build something and take a consideration that it will not it will work for, like, future longer run as well. Correct. Correct. Correct. Correct. And and this this discussion are the part of this session, so I just put it separately. Okay. Now let's discuss the reference architecture overview. So, Shama, you can pick up first two, three points. Last last, I can pick it up. Over to you. Sure. So, basically, what exactly reference architecture does. Right? It actually enables you architecture that actually connecting all the dots together. Right? So it actually connecting our CSM channels to our CSM platform to the back end system. So it's one common workplace, one common centralized system wherein you're enabling all the things together. You can simply see in the diagram that it shows you that we have one common CSM platform. However, the features are multiple. Right? We are integrating with CRM. We are integrating with ERP. So nowadays, let's say that I am working on a, you know, application wherein I'm processing the payments for customers. Right? So what I have to do is I actually have to connect with my payment structure, with my other tools as well to make sure that the payment can actually happen smoothly for customers. Right? So let's say that customer raised a query that I need a refund. Right? So what I need to do is I actually, you know, make sure that I complete that refund for the customer. I also send that request to the payment system to make sure that that can happen automatically. Customer need not to send the email back again to the payment team that I did not receive my payment yet. Right? So this is how we are making sure that all the dots are connected with each other. There is no there is no segregation between what is channels, where exactly the case came from, what exactly the team is working on, what exactly the processing are happening. So it's one common platform wherein we are collaborating, wherein we are, you know, we are moving the things together so that we can actually have end to end perfect life cycle in place. Correct. And then second point, as as Shamal already picked up the CRM, it means it's a very big thing with ServiceNow also bringing now CRM, ERP there. So now third point, which we said that knowledge based integration. There was a day there was a time when ServiceNow say you had to bring your knowledge articles in the ServiceNow itself. But the way ServiceNow is expanding nowadays, it said, don't worry. I am giving the facility. I am giving the support. I am giving you the the capacity where you can go, and you can make the search across other platform as well. It means sitting on the one place. Just customer is sending putting one prompt, and it will go in the ServiceNow knowledge base. It will go to SharePoint. It will go to the committee and find the results for the customer at the one place. It means single integration can give you a lot of things there. Then the skill based. Yes. CSM is something which which heavily rely on the skills. And when you say that skills means because to work on a specific case, we need a specific type of skill set. So, like, if someone say, Atul, can you help me in the glide adjects? Sorry. This is not my skill. But if someone say, hey, Atul. Can you help me to understand this process? That is my skill. So depend on what type of case a customer is raising and what skill is required, the mapping has been in the background on the basis that we can route to the right team as well. So it is not only the assignment rule that one case to this particular group. On the assignment rule as well, we can put the logics that if a customer is raising the case and that case says printer issue, then it should go to this group who has a printer l one, l two, l three kind of a skills and then do the routing as well. And believe me, the customer to to whom I worked few months back, they shared a big list of the skills with me. So they are only they're just giving the market. They are just giving the five service and, I guess, 10 service offering for for each each part, and they give me, like, 200 skill kit. Atul, we need this to be approved. And believe me, the day we got, I was scared. But when we implemented that into the ServiceNow and when we go for the UAT, customer was happy for that one because a lot of routing happening in a very quick manner because of the right skill has been mentioned. So skill based and the advanced work assignment are the two keys here because we met we forget Shama here to mention the advanced. I. was about yeah. Exactly. Yes. Exactly. Advanced, assignment. you know, Right. earlier, we used to only get group routing. Right? Correct. That let's say that my case type is this, send it to this group route. Nowadays, what is happening, that one common group is actually working on more than one skills. Right? So I have, let's say, 20 members in a group, and somebody's working on, you know, some part of it. Somebody's working on, you know, let's say somebody's taking care of Unix tickets, somebody's taking care of Linux, somebody's taking care of ServiceNow, somebody's working on SAP. So in the same group, I'm having a lot of different members who have a different kind of skills. So nowadays, people are collaborating and connecting the group with the different skills. So let's say that if I get a ticket on the Unix, it should go it should go to the same group. However, the assigned to will be different. Correct. This is on what? This is on skills. Correct. 100100% correct on this one. So this is one of the, I can say, reference architecture. And last point is the field service integration. Generally, I give example and what I learned from experience that when I shifted a new house in Pune, so it was less just a month only old society. People are still moving there, and there was no caretaker properly who can reach out. So our lift was not working. So someone says that go to lift, you will find a customer care number, call to them, and talk to them. So I called that that particular company and say, sir, our engineers on that in that area only. He will be there in the next five to ten minutes. He will be reaching to you. I was surprised. Wow. That is so quick. But when I implemented CSM from my other customer and I used the FSM on that place, then I come to know that how my case is reached out to the field service in a quick manner because there's an integration in the place background. Case has been raised by the customer care. He's sitting somewhere in the one part of country. He put the case. He see that who's engineer, what location is mine, what is the what is the lift number. He take my lift number. He say, okay, sir. You are putting staying in this particular area of this location. I said, yes. This is your building name. I said, yes. Don't worry. Our engineer is there, and he was there in the next ten to twenty minutes. He was there. So it means the field service integration is also very much easy, and FSM is also very big thing in the background, which, I guess, we have to still more explore that how FSM can be helping us to do this part where the field engineers are required to be go to the customer side to be more and do the things here. Anything you want to be add, Shamar? Shall we move to the next slide? And I think FSM is also not working alone. Right? Yeah. FSM is also built on the top layer. It's. kind of a top layer. It's built on the CSM platform. So without CSM, FSM also cannot work alone. Right? So as Anubhav was saying, FSM. is definitely. a hidden gem because most of the people does not know the features of FSM. Correct. Right? People know about CSM. People know about CRM because these are most com you know, common, Come on stuff. know, applications modules. Yeah. But I think FSM exactly. CSM and FSM, obviously, FSM cannot work with CSM. Right? Because it's a it's a kind of a combined effort that both are, you know, connecting together. So, yeah, that's a great thought. Yep. Absolutely. I agree with you, and I just you know, I know that what FSM brings to the place. Sure. Right? It's it's a great platform. Yeah. Yep. Next slide, please, Saima. Okay. Core data model component. If you see on the high level account, contact case, task, SLA, knowledge articles, configuration item. But if you ask me as a platform owner, if we want to build a good CSM, then the main case main thing is required is the data. The right configuration of the account, and account means here the company to whom you are referring. Contact means the employer of that company who are using that part. So simple example that I got insurance from my company, but they are taking that insurance from, let's say, LIC or might be Biller Sun Life. So for them, my company's account, and I'm a contact for that one. What cases, what task that if I'm raising a case for the insurance claim, that what task need to be done. SLA, how much time it need to be done? Entitlement is a key here because I'm entitled. So I give you one example. It was somewhere 2009 or '10. I was in extension that time in Pune. I was sorry. In the Chennai. I was a night shift. So I go to the cafeteria because I have to withdraw some money. I withdraw the money. I forget the card. And I came to my bay. I start working that. But then after half a night, I said, like, oh my god. I don't have my card. Suddenly, my friend say, hey. Go and talk to the customer care. I call the customer care and say, sorry. You are not eligible to block the card at this point of time because you're not entitled, because I was just a normal user or the or the banking user for them. Then the ConceptCom entitlement means what a user is authorized to be used. Their service is coming entitlement. And entitlement not alone, it come with the contract as well that what your company has a contract with the service provider. So multiple things like entitlement contract work together. And the last is a configuration item, which means that what you're selling to your customer is kind of a configuration item. In the CSM world, we call this as a install base sold product. Multi multiple topics. Multiple things are there. But to be just to make it very clearly that in layman language, you can say it's a CI or something you sold to the customer is kind of a product that we're talking here. Any inputs on this part, Shima? Yeah. I think when I say core data model so what exactly? When we are we are getting a case. Right? Who is raising that case? Right? Because who is very important here. Right? When I say so who is what? Who is account? Right? Either company, organization, any account is case you know, creating a case. Right? Or any contact. So contact could be your customer contact, could be a vendor contact. Right? So who is actually coming into and coming into the place and creating a case for you? Right? So these are very important data model to understand that why do we need to store account? Why can I you know, I can't I cannot use CSM without using account and contact? Right? Because these are my prerequisite that who is coming in place, how will I get to know that, you know, if somebody is creating a case, I don't have any information. I don't have any account information. I don't have any customer information. I don't have consumer contact. How will I get to know to whom I'm responding back? Correct. Right? And who is my consumer who's creating a case? So these are very important core data practice in ServiceNow. And without this, I cannot actually go and build the process. Right? Build the automation. So without my customer, without my vendor, without my account, without my organizations, right, without my company, I cannot go and build architecture. Right? So these are very important factor that I have to consider. So this is where the CTA rules comes in. Correct. Right? Because you need to know what exactly ServiceNow gives. Right? You need to know why these data model are required, why you cannot go and, you know, automate the CSM without, you know, using these common common or the core data tables. Correct. So this is where that practice has to follow, and we have to follow the right architecture because ServiceNow has a great, you know, a great vision. ServiceNow is giving you something. It has a very great vision. ServiceNow is actually giving you a flexibility to do something, but you should not, you know, you should not do it mistakenly. You should not, you know, do something which will actually impact you later. Correct. So you have to be very, you know, very strict in doing something. Yes. Yeah. Next slide, please, Saima. I'm sure that we're almost at the end of the slides now. Okay. So we'll we'll cover this quickly because we just have a five minutes left, and then this session will be automatically get closed. So, definitely, by introducing CSM and coming the AI auto assignment skill based routing, we are able to make a automation impact as well. Reduce the manual routing, less chances of the wrong allocations. Fast resolution, quick assignment with the help of knowledge bases, AI able to do this to solve the things quickly. Higher first first contact resolution, definitely, yes. Customer just connecting the k customer is connecting to the agent, and agent say, okay. Give me a minute. I'll check the records and give the results in a better manner. Low acceleration rates because all things are automated. Reminders are going on the places and will and last, improved agent productivity. Agent is happy. He was able to do the things very quietly, and then it will increase the agent productivity as well. It's and does not mean that will the agent sit idle. No. Agent is not sitting idle, but he's able to concentrate more on the other domains where he can see the more productive opportunity as well. Okay. Samar, something you want to be add? Donna says, I missed. 4PM think. at the local for me. Have missed this. Is it recorded? Yes, Dona. So this session has been recorded. Yes. It is recorded. Saima is. going to be send you the recording link. Might be in one or two days on this particular part. Next slide, please, Saima. Next idea. Over to you. So I think yeah. I think this is one of the great, you know, metrics and KPI because this is very important for us. Right? How we can track that what we are automating is actually giving a, you know, is actually giving a fruitful response to us. Right? And, when we talk about, you know, FCR, first contact resolution, when we talk about CSAT survey, when we talk about SLA compliance, right, the case resolution time, how we are going to measure that, you know, we have to measure all that duration, all that KPIs, you know, by following the metrics. Right? We have the PA performance analytics dashboard. We have the, you know, workspace with us. So we have to make sure that by you utilizing all these KPIs, we should be monitoring and checking our CSAT score. We should be checking all the KPIs to make sure that we can actually see the numbers. Right? Because client always make sure that they see a numbers. Right? Without. numbers, they are not happy. Correct. Correct. So so it is something that what we see, what we're delivering, it's time to measure that part, and that is called the metrics and the KPIs. FCRC said self serve service adoption, first time contact will be there. Next slide, please, Saima. Okay. One to Nikhil said, want to understand AI use cases for the session the session for this topic. As of now, we we have nothing planned, but definitely, yes, we're working the background to be bring something more on the AI perspective as well. But here, the last I guess, slide is that what ServiceNow recommend is that whenever you're working, please make sure your SLA entitlement contracts are fully and clearly defined. Don't bring the garbage data here. Implement knowledge centered service means more focus on the knowledge articles instead of relying on the human being to be reply. Try to be used out of the box flows instead of going for the over customization. Customization, still, can see the best part, but over means that you are completely changing the behavior. And it is not that I'll get mature only, then I'll go for the self-service. Start from the day one for the self-service so that you can use you you can mature slowly on that particular part. And lastly, don't underestimate the power of dashboards and analytics. It is very much important for the executive perspective, the board perspective that how my how my things are behaving so that I can improve that particular part. Let me pick up one more point here that thank you. Okay. Pradeep says thank you, and Shama, for a wonderful session. Thank you so much, Pradeep. Lots of query learnings. Thank you. Quick question. How can I subscribe a NowBend webinar to receive alerts, incoming session, any way also any way to go through this recording for the past webinars? So just to be updated, Pradeep, on this particular part, just hold for, I guess, one or two days. Saima is one who will be leading this particular campaign from the Nobund perspective. She will be sending the emails to all the registered participants to for the recordings, and you can subscribe their email. Even I subscribe the newsletter for them, you can subscribe their their newsletters. You will get not only the webinar updates, but also you will get a lot more about the now Ben is doing the ServiceNow space, like blogs writing, upcoming kind of events, in more updates on the ServiceNow perspective, you'll get easily on that particular direction as well. And once again, thank you so much for kind words. Happy that our small knowledge experience able to help you in this particular part. Thank you so much, everyone. It's really feels great to have you with us and share the learnings. Yes. Okay. So thanks, Prahakar. I Prahakar, I can say, Good. Krishna, thank you so much for this wonderful opportunity, and thank you so much, Saima. I can request you to come on the stage, please. Now over to you, Saima, that there's a lot of questions come that how people can go for the recordings and how they can register for Nobun. sessions. Some people are really interested to see that. how the, you know, upcoming sessions are coming for now, Ben. They want to for all the sessions. Correct. Amazing. Thank you so much, Atul and Shama, for delivering this session. And, yes, everyone in the audience, if you go to our website now ben..com, I believe. Nowben.com, you will be able to see articles whenever we have upcoming webinars, and you'll be able to sign up through there. And, hopefully, we'll be working on a way to get our previous webinars up on the website soon, hopefully, fingers crossed, so that you can access that access all of those recordings. But the recording for this particular session will be shared in our follow-up email. And if you are keen to kind of look at all of our other webinars, then just pop me an email, and I can send you over all of the links. Yes. Thank you again, Apple and Shama. Yep. Thank you so much for your time today, and thank you everyone in the audience as well. Thank you. Thank you so much, everybody. you, Yeah. everyone. Thank you so. much. Thank you.