The Challenge of Building a Digital Customer Experience & an Opportunity to Scale Globally

ServiceNow is a global business with multiple offices and customers across the world. ServiceNow intends to record over 200 presentations, offering them to global customers and accounts as a training, education and engagement tool. ServiceNow has several internal groups creating and presenting content for customers, to be broadcast as part of the annual sales and training event, Knowledge22.

The current corporate infrastructure at ServiceNow has no formal pathway to organize these internal groups, and lacks the people power to manage the project to schedule, record, produce and organize several hundred presenters and digital files.

While, in the past ServiceNow hosted this annual Knowledge event as an onsite experience, for 2022 they elected to host the event virtually. ServiceNow wanted to pre-record speaker content and have the video and presentations ready for on-demand viewing.

ServiceNow has inherent complexities found in global, hybrid events. The business has over 500 global presenters from both the internal organization and from customers they are using to evangelize and sell their product. Across all presenters, there is no consistent technology used – each presenter uses and relies on various forms of software and technology (Apple, Android, etc.) in their day-to-day business environment. As presenter were not organized into groups, they work from various countries, and have different streams of communication, ServiceNow required a high-touch event service agency.

In January of 2022, ServiceNow added an onsite component to Knowledge22, planning to host in-person events across several countries — Australia, Netherlands, and two cities in the U.S. — Las Vegas and New York. This element of in-person created a last-minute demand for all content to be recorded, produced, edited and uploaded for on-demand viewing before the in-person events on May 11, 2022.