Company
The organization is a leading retail store chain in the United States, operating across thousands of locations with a workforce exceeding 5,000 employees. With a large customer base and an extensive franchise network, delivering consistent, high-quality customer service is critical to maintaining brand loyalty and operational efficiency.
As customer expectations evolved and service volumes surged during the pandemic, the organization needed a scalable and resilient customer service model to support both in-store and remote operations.
Challenges
Siloed Systems and Rising Service Demand
The organization’s legacy customer service environment struggled to keep pace with increasing demand and operational complexity. Disconnected systems and manual processes limited efficiency and impacted service quality. Key challenges included:
- Manual and Reactive Issue Management: Legacy systems relied heavily on manual processes to identify, categorize, and prioritize customer issues, resulting in slower response times.
- Siloed Call Center Operations: Multiple call centers operated independently, lacking a unified view of customer interactions and case history.
- High Volume of Customer Cases: The organization faced a surge in high-volume, high-urgency queries, especially during the pandemic, overwhelming support teams.
- Limited Support for Remote Agents: The transition to work-from-home created operational challenges, with agents lacking the tools and knowledge access needed for efficient resolution.
- Inefficient Work Allocation: Without intelligent routing, cases were not always assigned to the right agents, leading to delays and inconsistent service experiences.
Goal
To implement an omnichannel customer service platform that unifies customer interactions, optimizes case management, and empowers agents with the tools and insights needed to deliver faster, more efficient support, across both in-store and remote environments.
Aelum implemented a unified ServiceNow customer service platform that streamlined omnichannel support, reduced case volumes, and enabled faster, more efficient customer issue resolution at scale.
What Solution we provide
Omnichannel Customer Service Transformation with ServiceNow
The organization partnered with Aelum to design and implement a comprehensive ServiceNow-based customer service solution. The focus was on unification, automation, and intelligent work distribution.
- Omnichannel Customer Service Platform: Implemented a unified solution to capture and manage customer interactions across multiple channels, separating feedback from actionable issues to improve case handling efficiency.
- Advanced Work Assignment (AWA): Deployed ServiceNow’s AWA to intelligently route cases to the most appropriate agents based on skills, availability, and priority, ensuring faster and more accurate resolutions.
- Optimized Case Prioritization: Introduced automated prioritization mechanisms to flag high-urgency cases for immediate attention, improving response times and customer satisfaction.
- Enhanced Knowledge Management: Built a centralized knowledge base enabling agents to quickly access relevant information, reducing resolution time and supporting remote work environments.
- Remote-Ready Agent Experience: Enabled seamless transition to work-from-home operations with unified tools, workflows, and access to real-time case data.
- Integrated ITSM and CSM Ecosystem: Connected customer service operations with IT workflows to ensure faster issue resolution and improved cross-functional collaboration.
ServiceNow Tech Stack Used For:
ServiceNow Customer Service Management (CSM), IT Service Management (ITSM), Advanced Work Assignment (AWA), Knowledge Management
Outcomes
The implementation transformed customer service operations, enabling the organization to handle higher volumes efficiently while improving service quality and agent performance.
Significant Reduction in Case Volume:
Better categorization and separation of feedback reduced unnecessary case creation.
Faster Response and Resolution Times:
Automated routing and prioritization ensured quicker handling of customer issues.
Improved Agent Productivity:
Enhanced tools and knowledge access empowered agents to resolve more cases efficiently.
Seamless Remote Operations:
Agents transitioned smoothly to remote work without compromising service quality.
Enhanced Customer Experience:
Faster resolutions and consistent service delivery improved overall customer satisfaction.
Impact
93%
Reduction in Average Case Volume
75%+
Decrease in Response Times
30%
Increase in Agent Productivity
Let’s improve your service operations
