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The customer experience: Orchestrating success

Published Date

A Bell employee assesses how to leverage emerging technologies to improve the customer experience.

By Yasmin Beddek, ServiceNow

"The customer experience is like an orchestra. When every musician plays their part in sync, the result is a masterpiece. But if even one is out of tune, the harmony breaks down."  
Yasmin Beddek, Canada Leader, Customer, Industry & Supply Chain Workflows,  
ServiceNow 

Yasmin BeddekYasmin Beddek, from ServiceNow – a global leader in AI-supported workflow management – emphasizes that exceptional customer experiences depend on seamless orchestration across every touchpoint. A successful experience requires a high-quality offering, excellent service and efficient processes working in unison. 

With nearly two decades of industry expertise, Beddek observes that many businesses excel in providing great products and services. They invest heavily in research and development and in the customer-engagement layer. However, outdated processes – often powered by legacy technologies – remain a barrier to delivering consistently exceptional customer interactions. 


Reshaping the customer experience with modern technology 

ServiceNow has played a pivotal role in transforming middle-office processes, streamlining workflows to drive operational efficiency. Building on this strong foundation, the platform is now enhancing front-office experiences for both agents and customers with omnichannel support. To enable businesses to create differentiated and seamless customer interactions, ServiceNow uses innovations like the agent desktop as well as partnerships with CCaaS providers to route the right task to the right person at the right time. 

Beddek also highlights ServiceNow’s next evolution: expanding capabilities in opportunity management and sales exception handling. These tools empower organizations to orchestrate critical moments across the value chain, turning the platform into a comprehensive solution for delivering value at every stage. 


Leveraging emerging technologies for seamless experiences 

Technologies like AI and automation amplify the ability to deliver well-orchestrated customer experiences by simplifying and streamlining operations: 

      • Automation: Directs queries to the right teams, retrieves customer histories, and offers self-service options to reduce wait times. 
      • AI Integration: Enables virtual agents to handle simple cases 24/7, summarizes case histories for faster resolution, and optimizes knowledge base searches for quicker responses. 

"It’s essential to put the customer at the center," Beddek explains. "However, no matter how positive individual interactions may be, if my problem isn’t resolved quickly and effectively, the experience ultimately falls short." She highlights how outdated tools and cumbersome processes significantly limit an organization’s ability to operate with agility and efficiency. 

Reflecting on a personal experience, Beddek recalls dealing with a company that relied on manual back-office processes, leading to frustrating delays. While the staff were consistently polite and professional, the absence of streamlined systems created unnecessary friction for both customers and employees. She also shares a striking example from another organization, where their systems were so outdated that they required bringing a retiree back just to implement changes – a clear illustration of how legacy tools can hinder progress. 


Opportunities to transform customer interactions 

While technology can improve customer service in any industry, Beddek identifies key areas where it has the greatest impact: 

      • Public Sector: Governments, healthcare and education can use AI and automation to provide faster, more transparent services, meeting the expectations of younger, digitally savvy generations. 
      • Financial Services: Financial Services organizations are under constant pressure to accelerate loan approvals, simplify transaction disputes and ensure compliance with stringent regulations. 
      • Field Service Management: Intelligent work planning, scheduling and dispatching, preventative maintenance, and optimized travel routes all boost both customer satisfaction and operational efficiency. 


Overcoming transformation challenges 

While large-scale transformations may seem daunting, Beddek advises starting small, "Focus on tools that are due for replacement soon and identify opportunities to consolidate and simplify. " 

Equally critical is developing a long-term strategy. Companies should avoid piecemeal solutions that add unnecessary complexity. Instead, they should collaborate with experienced partners to design cohesive, future-ready systems. Beddek highlights an example of an organization burdened by a multitude of disconnected systems and processes to manage a single business function, illustrating the inefficiencies such fragmentation creates. 


Securing buy-in for change 

Transformation requires buy-in from leadership and employees alike: 

      • Executive Buy-In: Often driven by strong financial business cases. 
      • Employee Buy-In: Requires education and reassurance, especially in cases where workers fear technology may replace their roles. 

"Every transformation is always human-centred. When possible, we engage employees early," says Beddek. "By understanding their pain points, we can show how new tools solve problems and make their work easier." 


Strategic partnerships: The key to success 

Partnerships are crucial in orchestrating successful transformations. Bell’s collaboration with FX Innovation and ServiceNow has revolutionized its operations and elevated the customer experience through intelligent automation.  

The creation of a ServiceNow Centre of Excellence, coupled with the acquisition of HGC Technologies, has united Canada’s ServiceNow experts, enabling Bell to optimize its services while supporting other organizations in achieving their own transformation goals. 

By integrating front-office, middle-office, and back-office solutions, ServiceNow empowers organizations to orchestrate seamless customer experiences across the moments that matter. When every element works in unison, the result is a masterpiece of efficiency, innovation and satisfaction – creating lasting impact for both customers and businesses.