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The End-to-End Customer Experience

Improving CX through Customer Workflows

 Shep Hyken interviews John Ball, the Executive Vice President and General Manager of Customer Workflows at ServiceNow. They discuss how companies can create a great end-to-end customer experience and enhance productivity through process mapping.

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Top Takeaways:

  • Customer service is traditionally focused on the engagement layer (how customers make requests) but not on customer operations (getting the job done). However, it is the customer operations that impact the customer’s experience the most.
  • A convenient and frictionless experience is what makes customers want to come back. Strive to create ease and convenience externally and internally.
  • Process mapping (having structured processes and workflows) empowers businesses to identify duplication of effort from customers and employees.
  • In 2020, only companies that modernized and digitally transformed processes continued to deliver seamless customer experiences.
  • Customers are more accepting when problems occur if they are given enough information, even before they ask for it.


“ Organizations need to modernize workflows across customer engagement and service delivery to provide seamless experiences for customers.”

“Customers love information. Proactive communication (through texting, chatbots, etc.) creates a better customer experience.”

“Process mapping the customer engagement and customer operations is how businesses can improve their end-to-end customer experience.”


John Ball is the executive vice president and general manager of Customer Workflows at ServiceNow, a company that creates great customer experiences through digital workflows.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. What is process mapping?
  2. How does process mapping improve the employee experience?
  3. What happens in the engagement layer of customer service?
  4. How can businesses modernize customer operations?
  5. What is an end-to-end customer journey?

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