Almost 100 years ago, a young guy delivering ice blocks to people’s homes wrote: “Give the customers what they want, when they want it.”
The wise words of Joe Thompson, founder of 7-Eleven, are still relevant today. To maintain customer loyalty, the chain of convenience stores must provide the help customers seek quickly and on the channels they prefer.
An effortless customer journey
A new 7-Eleven store opens every 3.5 hours. There are more than 66,000 stores in 17 countries. The chain’s success lies in its customer focus. And that includes making it easy for customers to receive help when they want it, where they want it, and how they want it.
“We want to find, fix, and prevent the things that are hindering the customer by offering them meaningful and relevant solutions,” says Jerry Campbell, Senior Customer Experience Manager at 7-Eleven.
But 7-Eleven is not focused on agent speed. Helping to ensure customers get the help they need is far more critical to the retailer, and ServiceNow helps with that too. Campbell explains, "Our focus is on first-time resolution: the customer being satisfied and not returning calls. With ServiceNow Customer Service Management, we can look at first-time resolution as a team and as individual agents."
Embracing digital technologies to accelerate resolution
7-Eleven began separating customer feedback from help requests. It continued to use the customer experience data analysis tool, Medallia, to glean insights from surveys and feedback. ServiceNow Customer Service Management was used to create the 7-Help customer help desk.
7-Help brings together 20 different help desks—from HR, payroll, and merchandising help desks to separate help desks for IT and facilities maintenance. The solution gives customers and store franchisees alike a single platform for reporting issues—and they report 130 on average each day.
The omni-channel capabilities of ServiceNow Customer Service Management help ensure customers receive assistance when they want it, where they want it, and how they want it. The tool automatically creates and prioritizes cases when they arrive, and then routes them to the right agent for rapid resolution.