Digital transformation remains a strategic necessity for many companies, and platforms like ServiceNow have proven to be a key tool to effectively optimize processes and foster innovation. There is no doubt that in the context of digital transformation, automation and artificial intelligence are setting the tone to be competitive, so it is essential to understand how these technologies can be effectively integrated into the business processes of companies to obtain measurable results and sustainable.
In this interview with Patricia Temiño, Sales Director for Iberia and France at Thirdera, a Cognizant companywe analyze the critical factors to implement and maximize the value of ServiceNow, as well as the trends observed by the interviewee in the Spanish market. From the key elements for effective platform governance to the adoption of approaches such as generative artificial intelligence, criteria and observations are addressed that can help organizations face the challenges of digital transformation with a strategic and practical vision.
(MCPRO) The advent of Generative Artificial Intelligence (GenAI) has been revolutionary for many industries. From your experience, how can a company start its GenAI strategy with ServiceNow, what competitive advantages can it obtain and in what areas of the company?
(Patricia Temiño) To consider working with GenAI, from a technological perspective, and more specifically from ServiceNow, it is important to have solid data foundations. The model, catalog, governance and data update capacity in an organization are the basis for any ultra-generation AI model.
When you are comfortable with the maturity of the data, at Thirdera we believe that the ideal would be a demonstration of the value of GenAI with specific use cases that have been identified. Recently, we have launched the first GenAI solution based on ServiceNow, which allows testing the main use cases in 60 days in a controlled environment, for making investment decisions in GenAI in an informed, contrasted and proven manner.
Better customer experience and response times, reduction of manual effort and optimization of resources, systems and processes with the aim of increasing efficiency, productivity or automation, are some of the benefits that ServiceNow is already providing.
(MCPRO) In your opinion, what elements are essential to ensure effective governance and an appropriate operating model on a platform like ServiceNow? How does Thirdera help organizations achieve them?
(Patricia Temiño) When ServiceNow expands as a transversal solution in end-to-end processes that have an impact on key areas such as HR, customer management, project and purchasing management, IT asset management, among others, teams can begin to work in silos. This causes misalignment with overall business objectives and increased, sometimes even doubled, expenses due to lack of communication.
The key to good governance in complex or innovation environments is having the right experts at each level of the operating model: from certified technical managers who ensure, for example, the implementation of ServiceNow best practices, to senior architects, who in A more strategic level provides speed of innovation and a roadmap in line with the client’s strategy and growth.
The organization of periodic Steering Committees will be another key to the success of the implementation of ServiceNow as a digital transformation and acceleration solution.
(MCPRO) It is increasingly common for technological solutions to be adapted to specific industry needs. How does ServiceNow position its capabilities to increase enterprise competitiveness and how does Thirdera collaborate to maximize it?
(Patricia Temiño) In recent years, ServiceNow has opted to create specific data models for different industries based on its own experience with HCLS, Retail or BFSI clients, betting on use cases that maximize efficiency and allow evidence of return on investment.
Cognizant has been elected ServiceNow Global Partner in 2024, standing out for its work in complex implementations and for its contribution to innovation in the platform. This positions us as a reference partner in the market. However, what really characterizes Cognizant is our high level of specialization and verticalization. We know our clients’ businesses as well as they know themselves, allowing them to feel comfortable sharing their challenges and goals.
(MCPRO) Thirdera has long been a standout in the ServiceNow ecosystem. After your acquisition by Cognizant, how has your role in the market evolved? What new opportunities have arisen for Thirdera and its customers thanks to this integration and what strategic advantages has Cognizant gained thanks to this integration, both in capabilities and positioning within the ServiceNow ecosystem?
(Patricia Temiño) For us it represents an opportunity to grow and accelerate the digital transformation process. Our clients expect that this synergy will translate into a deeper and more exhaustive knowledge of their organization, its stakeholders and its core processes and, above all, in clear and measurable efficiencies.
Above all this, at a team level, it has represented a huge opportunity for the world of technology consulting by providing a broad vision of the capabilities of ServiceNow as a transversal solution. This solution responds to challenges such as IT rationalization, the elimination of silos and the traceability of problems and results through automation and hyper-automation.
(MCPRO) Digital transformation continues to be a challenge and priority for many organizations. From your perspective, what key trends are you observing in the Spanish market in terms of adoption of platforms like ServiceNow? How do you rate the maturity of the digital transformation of Spanish companies?
(Patricia Temiño) IT service management remains a priority. In our market, ServiceNow is the #1 leader as an IT operations and service management solution. In fact, most Ibex 35 companies trust ServiceNow.
However, although significant progress has been seen, there is still some way to go. Full adoption and integration of digital technologies into all aspects of the business remains a challenge. Investment in innovation, together with organizational culture and a certain resistance to change, are also key factors.
(MCPRO) Consultative selling is increasingly present in the business world as a strategic approach to understanding and solving specific customer needs. How can Cognizant, together with Thirdera and ServiceNow, drive the adoption of consultative selling in enterprises?
For consultative selling to be effective, it is essential to know the transformation roadmap and the strategic objectives of the organization. This allows you to adopt a Trusted Advisor perspective and materialize ideas into tangible projects. Knowledge of the platform, industry experience and understanding of the company’s objectives are essential.
At Thirdera, we have maximized this integration by creating specific competencies in key sectors. Combining Cognizant’s industry expertise with Thirdera’s ServiceNow expertise has created a synergy that facilitates more effective adoption of the platform. In addition, we have developed tools and methodologies to evaluate the digital maturity of our clients, identifying areas for improvement and proposing strategies aligned with business objectives. This consultative approach reinforces our position as a trusted partner.
(MCPRO) In terms of innovation and development of new solutions, what are the next steps or areas of focus for Thirdera to continue leading in the ServiceNow ecosystem, especially after its integration with Cognizant?
(Patricia Temiño) Following our integration with Cognizant, we are focusing on several key areas to continue leading the ServiceNow ecosystem. We are already part of the global network of Elite partners, which co-leads this ecosystem. To date, we have developed 78 certified applications and 10 ServiceNow-specific integrated solutions.
We have a global team of 2,600 experts, with Spain also being the ServiceNow EMEA hub within Cognizant. In this market we concentrate 25% of the CTA and CMA of our organization. Our goal is to continue increasing the number of accreditations and certifications of our team and, of course, continue improving the average CSAT of our projects; currently at 4.55, which generates a better experience and results for our clients. The integration has allowed Thirdera to scale its operations globally, opening new market opportunities and allowing it to tackle more ambitious projects with the support of Cognizant.
(MCPRO) ServiceNow has been recognized as a key platform for process automation and optimization. Could you share a recent success story, possibly in Spain, where Thirdera used ServiceNow to drive digital transformation?
(Patricia Temiño) I would like to highlight the collaboration with one of our key clients in the hotel sector. It is a chain with a large national and international presence that we have been working with over the last year.
Over the last few months, we have been helping them automate processes within the User Support Team, with the aim of boosting the productivity and satisfaction of agents and employees and promoting self-resolution and a personalized experience, also providing reliable technology. , flexible and intuitive, that can scale with the growth and needs of the group.
Likewise, we also currently have a structured action plan to incorporate generative AI capabilities into this project, in line with the direction in which the ServiceNow platform is heading.
