Finding the right Contact Center as a Service (CCaaS) vendor for your organization's unique needs can seem like a daunting and difficult task. How do you find a solution that helps improve workflow efficiency, boost agent productivity, and drive personalized CX or EX at scale – all while also reducing operational costs? Per Gartner, “Effective cost optimization is not about large-scale, dramatic cuts in cost, but rather, efficient use of resources from day to day.” Setting the contact center up for success today and tomorrow is about leveraging the right technology and ensuring the service team has the right tools and processes in place to perform.1
To optimize the service desk, leading enterprises are investing in unified experience strategies, where the front-office (contact center) is connected to the back-office (system of record) to streamline workflows and engagement through a single workspace. This transformational approach helps improve contact center efficiency and productivity to drive better employee or customer experiences while reducing operation costs. While this might sound simple in theory, creating a truly unified omnichannel workspace is easier said than done. Major industry analysts are shedding light on potential challenges, often driven by contentious vendor relationships.2 With each technology provider heavily invested in its own infrastructure and innovation path, whose solutions should be leveraged and prioritized when creating a unified omnichannel workspace? Should the CCaaS platform be the primary source of truth, or should it be the CRM or service management platform?
When building your digital transformation strategy, it's crucial to understand which vendors display a harmonious relationship and can help your organization deliver a truly unified experience versus which ones are competing for your attention. The dynamic between ServiceNow and 3CLogic exemplifies a collaborative approach, where the service management platform (ServiceNow) is enhanced and complemented with embedded AI and CCaaS capabilities (3CLogic) to streamline operations and engagements through a unified omnichannel workspace. Let’s explore this in more detail!
The challenges in finding a truly unified experience
In the competitive landscape of customer and employee service technology, the relationship between the system of records (such as CRM, CSM, ITSM, HRSM, etc.) and the CCaaS provider is often built on a fragile “frenemy” partnership. In this type of relationship, the vendors are attempting to work together (“friends”) to deliver a unified workspace to their customers while still being challenged by competing initiatives (“enemies”). Because of heavy investments in their own infrastructure — which already is generating revenue — it’s sometimes difficult to justify giving up certain paths that have already been built and proven to perform. For example, if the CCaaS solution and service management platform are leveraging GenAI, whose GenAI capability should be provided to the customer to avoid duplication? Another common struggle is streamlined reporting — should ticketing/incident reporting be pushed to the CCaaS platform, or should contact center analytics and insights be integrated with the existing CRM/system management platform reports and dashboards?
As explained by Forrester, “There are also capabilities on which the vendors compete; for example, both vendors can manage digital channel interactions.”3 With multiple platforms and duplicative capabilities, costs and complexity quickly increase. Agents are forced to “swivel-chair” between platforms to access relevant information, slowing down service and increasing manual work (which leads to increased burnout and turnover, aka costs). Supervisors, on the other hand, have limited visibility into performance and reporting, which leads to challenges in making data-driven decisions, while a proactive service approach becomes almost impossible. Simply put, for a CCaaS and CRM/service managment provider relationship to be successful — and deliver the truly unified platform experience you’re looking for — it requires the vendors to have a joint vision and collaborative foundation.
The power of integrated ServiceNow CCaaS capabilities
To unlock the full potential of the service desk, ServiceNow and 3CLogic’s unified vision suggests creating a single omnichannel solution where contact center capabilities, such as voice, SMS, and call reporting, are seamlessly connected to the service management platform. In this unified approach, 3CLogic’s AI and CCaaS solutions are natively embedded within the ServiceNow workspace to streamline workflows and processes while effectively avoiding introducing multiple platforms or duplicative capabilities. By streamlining service desk operations, redundant costs and complex processes are effectively avoided, proven to save organizations $2,000,000 in operational costs while also improving call-to-service by 95%.
By streamlining service desk operations, redundant costs and complex processes are effectively avoided, proven to save organizations $2,000,000 in operational costs while also improving call-to-service by 95%.
Key benefits of ServiceNow and 3CLogic partnership for contact centers
1. Enhanced employee/customer experiences:
Personalization at scale is a must to meet employees’ or customers' needs as it creates a more relevant experience for the recipient. In fact, 71% of customers expect a personalized experience every time, and 76% feel frustrated when it is not delivered.4 That’s why 3CLogic and ServiceNow deliver an omnichannel experience with AI-powered capabilities, such as Conversational AI and intelligent IVR workflows, adapting to changing customer needs, events, and triggers in real-time.
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1. 3CLogic & ServiceNow Integration
2. Increased agent productivity:
Great employee or customer experiences start with creating an outstanding agent experience. 3CLogic provides integrated CTI and SMS messaging for ServiceNow, synced to existing digital ones (e.g., chat, cases/incidents, etc.), to empower agents with a single workspace that effectively removes the need for cross-platform “swivel-chairing,” reduces manual work, and speeds up handle times.
2.1 3CLogic & ServiceNow CTI Integration
2.2 3CLogic & ServiceNow SMS Integration
3. Improved supervisor insights:
To maximize productivity and profitability, every data point matters — and even better if it's provided in real-time. With 3CLogic, supervisors can enjoy AI-powered insights into engagement data and performance, delivered directly to the ServiceNow platform for streamlined and comprehensive reporting. With real-time call transcripts, AI-powered assisted recommendations with Now Assist, and actionable insights delivered with Speech Analytics, it becomes easy to proactively improve operational processes and provide agents with personalized training plans.
3.1 3CLogic & ServiceNow Reporting
4. Optimized operational outcomes:
With integrated AI and CCaaS capabilities for the SerivceNow workspace, the service desk can effortlessly serve more customers or employees in less time — without increasing manual workloads or hiring additional workforce. This, in turn, helps keep operational costs to a minimum while maximizing ROI. The added benefits of seamlessly integrated and complementary contact center capabilities for the ServiceNow workplace effectively avoid costs associated with duplicative capabilities and expensive IT or third-party vendor assistance for maintenance or complex capability enablement.
The strategic approach to a unified experience for employee or customer service organizations
To optimize service operations and boost outcomes and results, a strategic digital transformation plan is essential. To get you started, here are some key considerations backed by industry-leading Gartner analysts.
1. Develop a clear transformation strategy:
To develop a successful digital transformation plan, your organization must have an in-depth understanding of your unique service desk requirements and a clear understanding of the four pillars of successful CX/EX to effectively achieve your business's goals and objectives. For leading organizations, this often includes optimizing experiences through a connected rep strategy and embracing innovative technologies that can help automate and advance contact centers without adding additional manual work for agents and supervisors or requiring expensive IT assistance. Gartner reports that Generative AI, Conversational User Interfaces, and Digital Customer Service are the three technologies that will have the greatest impact on the transformation of a contact center.5
2. Enable unified omnichannel engagements:
From the first engagement to the last, the employee/customer journey experience must be seamless across channels. With 88% of customer service journeys starting through self-service channels, offering a smooth transition between self-service and the live agent interaction can have a major business impact. As explained by industry analysts, “Seamless transitions save an average of 4 minutes of costly rep time per customer journey because reps aren’t asking customers to repeat information they have already provided.”6 Customers who experience a seamless transition are also more likely to choose self-service again in the future, leading to decreased manual effort and more customers served in less time — improving CX and agent productivity while reducing operational costs.
3. Build proactive customer service:
Per Gartner, “The success of your customer experience strategy hinges on being able to proactively and predictively solve problems for customers to meet expectations and avoid issues before they happen.”7 As the employee and customer service industries continue to advance, contact center organizations must actively evaluate market changes and adapt their customer experience strategy and approach to proactively address changing customer needs and behavior. Gartner continues to explain, “This requires data-driven insights on customer behavior and expectations — which takes capabilities that not all customer service teams have.” A weekly evaluation of performance is recommended to maximize service outcomes and reduce operational costs. Capabilities such as Conversational AI, GenAI, and AI-powered sentiment analysis can provide organizations with automated insights to help drive competitive advantage in the market and build more proactive customer service.
The path forward with ServiceNow and 3CLogic
To sum up, finding the right CCaaS and service management platform vendors for your digital transformation initiatives is crucial to success — both short-term and long-term. As you go through your vendor evaluation process, focus on finding solutions that complement and enhance each other rather than compete.
As the only CCaaS provider to reach ServiceNow Advanced Platform Status, 3CLogic is uniquely positioned to deliver natively embedded AI and contact center solutions for ServiceNow that complement and enhance already existing ones. The synergy between 3CLogic and ServiceNow sets the standard for a harmonious vendor partnership, driving streamlined operations through a unified omnichannel workspace that helps organizations improve efficiency, boost productivity, reduce costs, and optimize experiences.
To learn more about what 3CLogic and ServiceNow have to offer, we recommend visiting our ServiceNow-centric webpage or scheduling a personalized chat with one of our ServiceNow-certified experts.
