{"id":517850,"date":"2025-01-03T15:25:40","date_gmt":"2025-01-03T14:25:40","guid":{"rendered":"https:\/\/www.devoteam.com\/expert-view\/personalising-the-customer-journey-with-servicenow-csm-in-retail\/"},"modified":"2025-06-12T11:10:02","modified_gmt":"2025-06-12T09:10:02","slug":"personalising-the-customer-journey-with-servicenow-csm-in-retail","status":"publish","type":"expert-view","link":"https:\/\/devoteam.info\/en-pt\/expert-view\/personalising-the-customer-journey-with-servicenow-csm-in-retail\/","title":{"rendered":"Personalising the customer journey with ServiceNow CSM in retail"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In today&#8217;s competitive retail landscape, personalisation is no longer a nice-to-have; it&#8217;s a necessity. Customers expect brands to understand their individual needs and preferences, providing tailored experiences that make them feel valued and understood. This is where <a href=\"https:\/\/www.servicenow.com\/products\/customer-service-management.html\" target=\"_blank\" rel=\"noreferrer noopener\">ServiceNow Customer Service Management (CSM)<\/a> comes in.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-power-of-personalised-customer-journeys\">The power of personalised customer journeys<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine a customer walking into your store or browsing your website. Do you greet them with generic messages and offers, or do you acknowledge their past purchases, preferences, and interactions with your brand?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Personalised customer journeys are about creating tailored experiences that resonate with each individual. This can involve:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Personalised recommendations: <\/strong>Suggesting products or services based on past purchases, browsing history, or expressed interests.<\/li>\n\n\n\n<li><strong>Targeted promotions: <\/strong>Offering discounts or promotions on items that align with customer preferences.<\/li>\n\n\n\n<li><strong>Proactive service: <\/strong>Anticipating customer needs and providing support before they even have to ask.<\/li>\n\n\n\n<li><strong>Customised communication:<\/strong> Tailoring messages and notifications to reflect individual preferences and purchase history.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-servicenow-csm-the-engine-of-personalisation\">ServiceNow CSM: The engine of personalisation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">ServiceNow CSM empowers retailers to create these personalised customer journeys by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Capturing valuable data:<\/strong> Gather information from various touchpoints, including POS systems, online interactions, customer service interactions, and loyalty programs.<\/li>\n\n\n\n<li><strong>Creating a unified customer view:<\/strong> Consolidate all customer data into a single platform, providing a 360-degree view of each individual.<\/li>\n\n\n\n<li><strong>Automating personalised interactions:<\/strong> Trigger automated actions based on customer behaviour, such as sending personalised recommendations or offering proactive support.<\/li>\n\n\n\n<li><strong>Empowering employees: <\/strong>Equip your team with the tools and information they need to deliver personalised service at every touchpoint.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-examples-of-personalised-journeys-with-servicenow-csm\">Examples of personalised journeys with ServiceNow CSM<\/h2>\n\n\n\n<div class=\"wp-block-group alignfull feature-boxes has-global-padding is-layout-constrained wp-container-core-group-is-layout-bfb40af1 wp-block-group-is-layout-constrained\" id=\"benefits\" style=\"margin-top:0px;padding-top:var(--wp--preset--spacing--large);padding-right:0;padding-bottom:var(--wp--preset--spacing--large);padding-left:0\">\n<div class=\"wp-block-group alignwide is-vertical is-layout-flex wp-container-core-group-is-layout-b99ecfb1 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-4617f72f wp-block-columns-is-layout-flex\" style=\"margin-top:0px;margin-bottom:0px\">\n<div class=\"wp-block-column is-style-column-box-shadow has-border-color has-gray-light-border-color has-base-background-color has-background is-layout-flow wp-container-core-column-is-layout-79295932 wp-block-column-is-layout-flow\" style=\"border-width:1px;padding-top:var(--wp--preset--spacing--medium);padding-right:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium);padding-left:var(--wp--preset--spacing--medium);box-shadow:var(--wp--preset--shadow--natural)\">\n<figure class=\"wp-block-image size-large is-resized is-style-default wp-duotone-red-devoteam\"><img decoding=\"async\" src=\"https:\/\/devoteam.info\/wp-content\/uploads\/2024\/12\/lightbulb-on-sharp-light.svg\" alt=\"\" class=\"wp-image-243805\" style=\"width:60px\"\/><\/figure>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-b56e0895 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\" style=\"font-style:normal;font-weight:600\">Personalised product recommendations<\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\">A customer who frequently purchases running shoes receives targeted emails about new running gear and accessories.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-style-column-box-shadow has-border-color has-gray-light-border-color has-base-background-color has-background is-layout-flow wp-container-core-column-is-layout-79295932 wp-block-column-is-layout-flow\" style=\"border-width:1px;padding-top:var(--wp--preset--spacing--medium);padding-right:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium);padding-left:var(--wp--preset--spacing--medium);box-shadow:var(--wp--preset--shadow--natural)\">\n<figure class=\"wp-block-image size-full is-resized is-style-default wp-duotone-red-devoteam\"><img decoding=\"async\" src=\"https:\/\/devoteam.info\/wp-content\/uploads\/2024\/09\/telescope-light.svg\" alt=\"\" class=\"wp-image-5404\" style=\"width:50px\"\/><\/figure>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-b56e0895 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\" style=\"font-style:normal;font-weight:600\">Proactive service alerts<\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\">A customer who previously contacted customer service about a specific product receives a proactive notification about a software update or potential issue.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-style-column-box-shadow has-border-color has-gray-light-border-color has-base-background-color has-background is-layout-flow wp-container-core-column-is-layout-79295932 wp-block-column-is-layout-flow\" style=\"border-width:1px;padding-top:var(--wp--preset--spacing--medium);padding-right:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium);padding-left:var(--wp--preset--spacing--medium);box-shadow:var(--wp--preset--shadow--natural)\">\n<figure class=\"wp-block-image size-large is-resized is-style-default wp-duotone-red-devoteam\"><img decoding=\"async\" src=\"https:\/\/devoteam.info\/wp-content\/uploads\/2024\/12\/medal-sharp-light-1.svg\" alt=\"\" class=\"wp-image-262187\" style=\"width:45px\"\/><\/figure>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-b56e0895 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\" style=\"font-style:normal;font-weight:600\">Tailored in-store experiences<\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\">A customer who has expressed interest in a particular brand or product category is greeted with personalised recommendations and offers upon entering the store.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-style-column-box-shadow has-border-color has-gray-light-border-color has-base-background-color has-background is-layout-flow wp-container-core-column-is-layout-79295932 wp-block-column-is-layout-flow\" style=\"border-width:1px;padding-top:var(--wp--preset--spacing--medium);padding-right:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium);padding-left:var(--wp--preset--spacing--medium);box-shadow:var(--wp--preset--shadow--natural)\">\n<figure class=\"wp-block-image size-large is-resized is-style-default wp-duotone-red-devoteam\"><img decoding=\"async\" src=\"https:\/\/devoteam.info\/wp-content\/uploads\/2024\/12\/vector-square-light.svg\" alt=\"\" class=\"wp-image-244627\" style=\"width:36px\"\/><\/figure>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-b56e0895 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\" style=\"font-style:normal;font-weight:600\">Omnichannel consistency<\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\">A customer receives consistent messaging and support across all channels, whether they interact with your brand online, in-store, or via social media.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-benefits-of-personalised-journeys\">Benefits of personalised journeys<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">By personalising the customer journey, retailers can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Increase customer satisfaction and loyalty<\/strong> &#8211; Customers feel valued and understood when they receive personalised experiences.<\/li>\n\n\n\n<li><strong>Drive sales and revenue<\/strong> &#8211; Targeted recommendations and promotions can lead to increased purchases and higher average order values.<\/li>\n\n\n\n<li><strong>Improve customer retention<\/strong> &#8211; Personalised service can help reduce churn and encourage repeat business.<\/li>\n\n\n\n<li><strong>Enhance brand reputation<\/strong> &#8211; Customers are more likely to recommend brands that provide personalised and memorable experiences.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In today&#8217;s competitive retail environment, personalisation is essential for building customer loyalty and driving business growth. ServiceNow CSM provides the tools and capabilities retailers need to create personalised customer journeys that deliver exceptional experiences and foster lasting relationships.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-primary-color has-alpha-channel-opacity has-primary-background-color has-background is-style-dots\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ready to personalise your customer journeys with ServiceNow CSM?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Delivering this level of personalisation is more achievable than you might think. Discover how you can <a href=\"https:\/\/devoteam.info\/servicenow\/customer-workflows\/csm-quickstart-by-devoteam-powered-by-servicenow\/\">begin your ServiceNow journey efficiently with our CSM Quickstart package<\/a>, designed to get you running without delay. <br><br><a href=\"https:\/\/devoteam.info\/en-pt\/get-in-touch\/\" target=\"_blank\" rel=\"noreferrer noopener\">Contact Devoteam<\/a> today to learn more about how we can help you implement and optimise ServiceNow CSM for your retail business.<\/p>\n\n\n\n<div class=\"wp-block-columns alignfull has-secondary-background-color has-background is-layout-flex wp-container-core-columns-is-layout-c6f3fcac wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--medium);margin-bottom:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--x-small);padding-left:var(--wp--preset--spacing--small)\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-969dc29d wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:100%\">\n<div class=\"wp-block-cover is-light\" style=\"padding-right:0;padding-left:0\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-secondary-background-color has-background-dim-100 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-container-core-cover-is-layout-2efe2b56 wp-block-cover-is-layout-constrained\">\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"729\" src=\"https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/csm_customer-loyalty_mockup-1024x729.png\" alt=\"\" class=\"wp-image-460091\" style=\"width:490px;height:auto\" srcset=\"https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/csm_customer-loyalty_mockup-1024x729.png 1024w, https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/csm_customer-loyalty_mockup-300x213.png 300w, https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/csm_customer-loyalty_mockup-768x546.png 768w, https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/csm_customer-loyalty_mockup-1536x1093.png 1536w, https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/csm_customer-loyalty_mockup.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-stretch is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-right:0;padding-left:0;flex-basis:90%\">\n<div class=\"wp-block-group has-main-color has-text-color has-link-color wp-elements-1 is-layout-flow wp-container-core-group-is-layout-a34a34fd wp-block-group-is-layout-flow\" style=\"margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--large);padding-right:0;padding-bottom:var(--wp--preset--spacing--medium);padding-left:var(--wp--preset--spacing--medium)\">\n<p class=\"has-text-align-left has-main-color has-text-color has-medium-font-size wp-container-content-42c95ffb wp-block-paragraph\"><strong>Want to learn more about how ServiceNow CSM can boost customer loyalty?<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group is-vertical is-content-justification-left is-layout-flex wp-container-core-group-is-layout-0db67aad wp-block-group-is-layout-flex\" style=\"min-height:0px;padding-top:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium)\">\n<p class=\"has-text-align-left has-main-color has-text-color has-link-color has-base-font-size wp-elements-2 wp-block-paragraph\">Download our free ebook, &#8220;<em>5 ways ServiceNow CSM can boost customer loyalty in retail<\/em>&#8220;, to discover actionable strategies and best practices.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-5446dffb wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/devoteam.info\/ebook\/5-ways-servicenow-csm-can-boost-customer-loyalty-in-retail\/\">Download<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In today&#8217;s competitive retail landscape, personalisation is no longer a nice-to-have; it&#8217;s a necessity. Customers expect brands to understand their individual needs and preferences, providing tailored experiences that make them feel valued and understood. This is where ServiceNow Customer Service Management (CSM) comes in. The power of personalised customer journeys Imagine a customer walking into [&hellip;]<\/p>\n","protected":false},"featured_media":460205,"template":"","categories":[2882,2388],"tags":[],"industry":[2352],"class_list":["post-517850","expert-view","type-expert-view","status-publish","has-post-thumbnail","hentry","category-customer-workflows-en-pt","category-servicenow-en-pt","industry-retail-en-pt"],"acf":[],"cards":"\n\t<div class=\"single-post-card\">\n\n\t\t<figure class=\"wp-block-post-featured-image\"><a href=\"https:\/\/devoteam.info\/en-pt\/expert-view\/personalising-the-customer-journey-with-servicenow-csm-in-retail\/\" target=\"_self\" ><img width=\"1920\" height=\"1080\" src=\"https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/Personalising-the-customer-journey-with-ServiceNow-CSM-in-retail-2.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Personalising the customer journey with ServiceNow CSM in retail\" style=\"aspect-ratio:4\/3;width:100%;object-fit:cover;\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/Personalising-the-customer-journey-with-ServiceNow-CSM-in-retail-2.jpg 1920w, https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/Personalising-the-customer-journey-with-ServiceNow-CSM-in-retail-2-300x169.jpg 300w, https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/Personalising-the-customer-journey-with-ServiceNow-CSM-in-retail-2-1024x576.jpg 1024w, https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/Personalising-the-customer-journey-with-ServiceNow-CSM-in-retail-2-768x432.jpg 768w, https:\/\/devoteam.info\/wp-content\/uploads\/2025\/01\/Personalising-the-customer-journey-with-ServiceNow-CSM-in-retail-2-1536x864.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><\/figure>\n\n\t\t\n\t\t<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-43282307 wp-block-group-is-layout-flex\">\n\t<p style=\"font-style:normal;font-weight:700\" class=\"has-link-color wp-elements-4 wp-block-lp-post-type has-text-color has-primary-color has-small-font-size\">Expert View<\/p>\n\n\t\t\n\t\t<h3 style=\"font-style:normal;font-weight:400\" class=\"wp-block-post-title has-base-font-size\"><a href=\"https:\/\/devoteam.info\/en-pt\/expert-view\/personalising-the-customer-journey-with-servicenow-csm-in-retail\/\" target=\"_self\" >Personalising the customer journey with ServiceNow CSM in retail<\/a><\/h3><\/div>\n\t\t\n\t<\/div>\n\n","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Personalising the customer journey with ServiceNow CSM in retail | Devoteam<\/title>\n<meta name=\"description\" content=\"Discover how to provide tailored customer experiences that make them feel valued and understood with ServiceNow CSM.\" \/>\n<meta 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