Sky IQ: Enhancing Client Service with ServiceNow
- Rapidly growing business and expanding staff
- Demanding clients with high expectations for service
- Need for IT resilience and flexibility
- ITSM solution based on ServiceNow with bespoke development to support Sky IQ products
- Single platform for administering a wide variety of products and services
- Automation in recruitment, hiring and employee separation in Human Resources
- Greater transparency, flexibility and confidence in IT system
- Improved customer service and support
- Efficient staffing yielding cost savings and a shift in focus to client-facing products and services
Sky IQ, a wholly owned subsidiary of BSkyB, specialises in analysing and interpreting consumer behaviour and counts major organisations such as Virgin Money, Debenhams and the Top Right Group amongst its client base.Combining its own data with that of its clients, Sky IQ enhances its clients’ understanding of their customers and the habits of consumers across the United Kingdom. It uses this data-driven insight to predict consumer behaviour to inform future marketing campaigns, strategy and investment and to help clients engage more effectively with consumers through targeted marketing that improves customer retention and increases market share.
ADVANCED IT AT THE CORE
Sky IQ’s offer is highly dependent on advanced IT, and the company provides a range of products and applications to help clients analyse their data. These applications are often customised, and clients can be demanding in terms of system availability and requests for changes, such as the ability to view or analyse data in a different way.Consequently, delivering high levels of IT resilience and flexibility is core to Sky IQ’s successful business model. Fruition Partners, a CSC company, has been working with Sky IQ for several years to provide an IT Service Management (ITSM) solution, based on ServiceNow, which helps deliver those goals. And now the benefits of greater transparency, faster change, more streamlined processes and improved efficiency have been extended beyond IT into the HR function.
FAST GROWTH CREATES CHALLENGES
Sky IQ was set up in 2010 with only 70 employees. Since then it has grown to 580 staff members in response to the growth in multi-channel marketing and the advent of big data, which has driven demand for capability to analyse and interpret trends in consumer behaviour.The company takes data from a wide range of sources, including Sky viewing data, third-party sources and consumers’ own data, and combines it to provide powerful insights. To support its rapid growth, the company’s IT set-up has had to grow fast too, along with the services to support its infrastructure and applications. Lee McMahon, technical support manager at Sky IQ, joined in September 2010 when, he says, “There were no processes, we were building from the ground up.” The team made a decision fairly quickly to build its ITSM around ServiceNow, and selected Fruition Partners as its implementation partner. McMahon says, “We knew we’d build the business around ServiceNow, so it was vital to have a strategic long-term partner to help us implement and develop it, and Fruition Partners had the skills and experience we needed.” Software-as-a-Service solution ServiceNow was selected because it was ITIL compliant, flexible and able to cope with the level of change within Sky IQ, while providing end-to-end support for the business. The flexibility of the platform has been critical from the early stages, and Fruition Partners has provided high levels of bespoke development of ServiceNow to support Sky IQ’s own products. Fruition Partners consultants consequently brought to bear their experience of process design as well as their experience in customising ServiceNow. From McMahon’s perspective, it has been a true team effort: “We have never had any full-time resource for ServiceNow, so we’ve been very dependent on Fruition Partners. And because we trust them, they have great people and we know they can deliver, that’s not a problem.”
AMBITIOUS PLANS FOR THE FUTURE
The most recent part of the business to benefit from this structured approach to service delivery is the HR team. In a fast-growing business that is constantly recruiting, it’s been extremely valuable to automate some of the processes associated with hiring new staff or separating employees who leave.Fruition Partners helped HR identify 17 steps to bringing on a new team member, from making the job offer, to providing them with a laptop and phone and a key fob for the office entry system. Previously this was handled by a series of emails; now, all the steps are managed via ServiceNow, which makes it much more streamlined and easier for the HR team to handle high levels of recruitment without additional resources. McMahon says there is still plenty to do. They are looking at how to further integrate and simplify client access to support via ServiceNow, as well as plans for supporting the increasing range of products that Sky IQ will offer to clients as the demand for improved understanding of customer behaviour grows.