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Conference Presentation

Driving Digital Adoption through Outside-In Thinking and Customer Journey Mapping

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In 2020, in order to better understand our customer's adoption journey of our XaaS products, ServiceNow created a global, cross-functional team to flip the organizational thinking from inside-out to outside-in. Using the Customer Journey Mapping methodology, ServiceNow facilitated inside-out workshops, outside-in customer and partner interviews, and hosted storytelling of those connections, which ultimately led to voting on the most impactful blockers to adoption. These blockers became part of our prioritized goals in 2021. The end result was a series of targeted digital on-boarding and nurture campaigns, which have kicked off in Q2 and have fabulous results so far. We would like to share our journey so far, and how we will continue to listen to our customers to always have a pulse on what is most important to them.

Presented By:

Jamie Kulig

Director, Product Management, ITSM, Servicenow

Tracy Laird

VP, Product Management, ServiceNow

Publish Date: October 20, 2021

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