hello everyone welcome to the live observational webinar topic of the day here is customer access management I am Krupa singapally I'm an album product management director and I'm joined by my colleague prati Gupta from our inbound product management team and we're going to tell you all about why you should care about customer access management before we get started um here is our Safe Harbor notice uh some of this content may be forward-looking so make sure you are taking this information as it is this particular webinar is one of a series of live answers now webinar topics so here is a link for you to register for the ongoing series and we will be sharing the link for this in the chat as well but I highly encourage you to join us for this series the next one that we're going to be presenting is very exciting on what's coming up in what's new in Vancouver we do have some time at the end for Q a so you can use the Q a um link here on the button on the top and then um ask your questions and we will share this recording afterwards and our request to you we you will be sent a survey after this so any feedback you give us will help us tremendously in um this series going forward okay with that let's jump uh right into the content we already know uh it's gonna be me and pratik who are going to be taking that taking you guys through this journey right here first we're going to talk about what are related parties and what is customer access management and then um pratik's gonna do a live demo for us followed by a q a so let's take a step back right let's talk about customer service and customer service processes we have your your business customers should be to be customers your b2c customers and they have sold products installed based on their own products that companies sell and they have cases where they're requesting help uh for awm products or other issues they have with respect to your company and you would think that okay customer service these are the customers and we have a service agent and this is where they're interacting with each other that's the customer service process but the reality of it is there are many many more parties involved in relation to this whole process and that's what we're very originally calling him as related parties they could be something like your your spouses your family members your household members from um and if you're a consumer it could even be a um another account the contacts of that account or it may even be a completely third-party business contact think you're you know attorneys repair technicians people who are interacting with the company on behalf of you as a customer right where they need um a level of access they need a level of involvement in this process now um let's actually go through some specific examples to make this more tangible right so Kenny Kenny here is a consumer and there are scenarios where he needs others like these related parties to update and track and collaborate on his issues so let's think one scenario on where is um a case situation now he is applying for a loan he needs to add his wife to them as a co-applicant this means that the his wife needs a level of access to the loan where she's providing her own financial information answering questions updating now there may be another related party here think um there is a Uncle who is guaranteeing this loan now this particular person doesn't need access to the case but Bank needs to keep this person's information and track these details now um let's take another look at if you have certain products what are the scenarios where you have some related parties involved in the process think of a insurance policy as a product many times you're adding a trust which is an account as a beneficiary to the life insurance policy again as a beneficiary the trust or the trustees don't need an access to the product or the product details but uh the company does need to track who are the trustees what's their contact information uh or take these other very common scenario that all of us encounter like where you have a family member you're adding to the mobile plan now they need full access to the product and the details so if their device is having issues or there are network outages things like that any one of them can raise the issues and follow and track through now this is a consumer but the same kind of scenarios exist in a B2B perspective as well now the other key uh consideration from a B2B perspective is the levels of access could be very broad to very granular depending on the scenario like for example in a boxio is a account and they purchased an Erp subscription and a CRM subscription now you have Jack who is the Erp architect so um he needs to track all the Erp cases whether it's submitted by him or submitted by others so that he can have that full view on where things are but there may be a procurement Department had Perry where there's something wrong with the Erp there's an issue there so now he can't stand any POS normally he wouldn't want to be tracking Erp but he wants to know what's happening with this specific issue because that's affecting his ability to work right so these are very common scenarios that we see in in different Industries on this need of access for related parties and you know um there are some examples here across multiple Industries on technology in addition to the one that we just saw there may be scenarios like there is a support contact or maybe there is a partner that maintaining different parts of the application and then you need different contacts for maybe there's a production server in the dev server and different partners are responsible or you know in a healthcare scenario maybe there is a medical device that purchased but the device administrator needs to know from a risk assessment on when is it up maintenance and all those kinds of things but the reservation department needs to know if there are any outages and things like that so that they stop scheduling uh patients for use of this device um and then you know a B2B without b2c scenario in banking in a B2B you could have something like a conglomerate an account that owns the bank account but then there are subsidiaries so the authorized signatory is a very common use case in a financial world government very common uh you have beneficiaries where beneficiaries may not need all information but governments do need to track all the beneficiary details there may be certain agencies who are helping these beneficiaries attain those benefits higher education there are trusts or parents who are actually paying the tuition fee so they are the responsible parties uh cars um appliances General um manufactured goods typically you might have your family member maybe there was a volunteer request repair request they are following me so these scenarios are so very common in so many different Industries but why don't companies or businesses uh include all these related parties in the customer service process why not right now there are significant challenges that businesses face when they try to expand this access beyond the primary requester first of all the customer relationships they are very complex they're hard to model and track so there is a authorized user there is someone you just need to capture for information there is a uh someone who needs full access someone who needs restricted access this and then these informations may not all be in the same system okay one system is tracking access to cases another one has your install based details so um giving this access and tracking these relationships across these systems uh is is really hard for businesses now the second part is even if you're able to track that um customers they want a seamless and efficient process they can't they can't be told oh oh you need this access okay give me one week and then we will add you if they want this to be very seamless very smooth but the reality is the back of these processors here are very complex they are very involved in authorizing this access there's some verifications that you need to do all these things right now um the third part of course is and as we talked about it in terms of the level of access needed it could be something broad like the Erp case we saw or something very narrow like a single case now providing these different levels of access control and requires most of the time a lot of custom access Central logic which means you're spending a lot of time in maintenance and overhead costs so this was where um the customer access management capabilities in servicenow CSM they let businesses enable these related parties to track cases submitted and products that are purchased and owned here by a primary requester in a low code configurable manner how do we do that um the customer access management capabilities in CSM let you establish specific contact specific access for specific cases products and services and there's even a level of let's say automatic access based on other entities like for example you have access to a product then you have access to the cases related to that product but this is actually where you know we talked a lot about what it is and I'll actually like to turn it over to pratik to show you how easy and simple it is to achieve this with customer records Management in um all right greetings to all and thank you Krupa for setting the context and the need for related parties building further let's try to First understand the key elements that make up and contribute to customer access management which are related parties roles and responsibilities let's take an example Kenny Rogers a b2c consumer has a set of cases raised by or for him that he has access to similarly Susan Rogers is another consumer and Kenny's wife who has her own set of cases now Susan requires access to one of Kenny's cases for example they apply for a mortgage case so that she can track and contribute to the case as we touched upon earlier this access can be achieved through related parties now there are two paths to a relationship through related parties which we'll discuss one is a name or a label for the relationship to denote what role the user is playing on the record and two the level of access granted through the relationship the name of the relationship can be provided through related party types for example Susan is added as a co-applicant body type to the case the axis further depends on two layers one the user having a responsibility on the related party record assigning the applicable responsibility for example the authorized representative responsibility denotes that the user should get access to the record on the other hand not having the responsibility or keeping the responsibility blank means that no access shall be granted the related party setup for the scenario that we discussed looks something like this so Susan can be added as a related party to a case on Kenny as a co-applicant party type and with the authorized representative responsibility the second element for Access is the user having the appropriate role assigned to them as we know access on the servicenow platform is driven by roles and apart from having the responsibility on the record the user also needs to have the role that eventually grants access so a consumer user who is added on a case as an authorized representative would further need a case authorized consumer role assigned to their user so in a nutshell a combination of a role on the user and a responsibility on specific records grants access to these records we shall be covering these Concepts in more detail in the demo with this let's go through how we can configure and Implement customer access management as part of the demo we'll be covering b2c and B2B scenarios across different industry use cases as you can see on your screen first up let's go through some b2c scenarios the first scenario is in the banking domain where an individual is applying for a home loan so Kenny Rogers approaches ABC Bank for a loan the bank initiates a home loan application in the form of a case now apart from Kenny there are a few other participants required on the case one a co-applicant who needs access to the case for example Kenny's wife Susan and two a guarantor who doesn't need access to the case rather just needs to be added for tracking purpose on the application in this scenario it will be his Uncle Ernie first let's see how an admin can configure the scenario for that we have logged in to the platform as a system administrator the first item to configure is the type of limited parties that can be added to cases in our example we saw that we are adding two party types one is a co-applicant and the other is a guarantor these will these party types can be configured through the related party configuration screen by the Admin as you can see let's quickly just understand the different attributes to a configuration the name field denotes the name of the relationship or party type for example co-applicant the applies to field denotes The Entity on which a related party would be applicable for our scenario we are going to be adding these parties on the case entity The Entity type refers to the type of the user who is going to be added as the related party for example the user who could be added as a consumer or a b2c customer user a reference condition is used to filter the users who can be added as related parties and finally the default responsibility is the selected responsibility when a new related party is added these responsibilities as we discussed previously determine if the user should get access to the record or should not get access and only be added for tracking now let's go ahead and configure the related parties for our scenario the admin can click on new and start setting up new party types first let's set up the co-applicant body type by providing a name to the party this party applies to the case entity so we select case the type of user who would be added as a co-applicant is a consumer in the CSM system we don't need any reference conditions here and as this party requires access to the case we will assign the default responsibility as authorized representative which is an out of the box responsibility uh that we ship to the product we can submit this similarly let's configure the other party type which was the guarantor let's give a name to the party type and again this applies to cases as well a consumer and in in this scenario the guarantor does not require access to the case once you added as a related party so we can choose to leave the default responsibility as blank here we just configured related parties where we gave a name to a relationship as you saw a co-applicant and guarantor and optionally we also gave a responsibility to denote whether these parties should get access to the record or not as we might recall apart from just the responsibility uh the users who are added as related parties should also have the appropriate role to get access for that let's quickly have a look at the list of roles that need to be granted to the users based on the user type and the entity will they will be added as related parties as you can see we have different roles for the case entity for the install base and the sole product entities in our scenario we are adding uh consumers as related parties on the case record so such users would need the case authorized consumer role assigned to them let's ensure that the users in our scenario have this role before we add them as related parties for that let's open up the user record so the admin can open the user records for Susan and Ernie first the admin would need to Grant the case authorized consumer role to Susan let's set that up as you can see this is the case authorized consumer role which we are assigning here to Susan and let's also give the same role to Ernie let's search for the role case authorized consumer role and then yeah please know that these roles are meant only to provide access for users for scenarios where these users are added as related parties as a one-time setup like we saw an admin can assign these roles to all users or can contain them in other roles without any impact the users with these roles shall only get access to records where they are added as related parties and also have the responsibility now with this setup completed let's now go back to our loan application scenario for that let's login as the customer service manager who is John so John logs into his workspace he locates um Kenny who is a consumer in the system this is this is a record for Kenny um and let's open up the home application a home loan application case that was initiated for Kenny now as part of this application process we need to add co-applicants and guarantors to the case to do so John can navigate to the related parties section over here and can now start adding the related parties required on the case so first up he adds a co-applicant by selecting the party type this is the same party type that we configured um as an admin and then you select Susan Rogers as the co-applicant on the case as you can see a responsibility has been populated by default which means that Susan Rogers once added as a related party should get access to the case similarly let's also add the guarantor to the same case going back we select the party type as guarantor and in this example we'll be adding his Uncle Ernie Mahomes as the guarantor and as you can see there is no responsibility assigned because a guarantor does not need access to the case at all and only needs to be added for tracking and with this we have set up these two party types now Susan as an authorized representative and a co-applicant um should be able to access the case on our portal and contribute to it for that let's login as Susan Rogers so this is the portal view for Susan Rogers she can navigate to her list of cases and as you can see as Susan was added as a related party on this case she had now has access to the case she can open and view the details of the case and also contribute to it in terms of adding comments uh she can add attachments and she can also perform other actions like closing the case on the other hand if you remember Ernie was added as a related party on the case but wasn't assigned a responsibility due to that when Ernie does log into his portal and navigates to his list of cases he won't be seeing the case because he was just added there for tracking rather than for Access as you can see the home loan application case is not available to earning so in summary in this scenario we added two related parties to a b2c case one with access which was a co-applicant and one without access which was a guarantor these are the list of steps that we just performed let's now look at another b2c example in the insurance domain Kenny Rogers purchases a life insurance policy which is a product he nominates his wife Susan as a beneficiary who does not require access to the product and its cases and he also wants to add his Family Trust as a beneficiary again without access and just for tracking now let's see how we can set up this scenario going back to the CSM manager John again John locates Kenny now the life insurance policy that we talked about is modeled as a product and would be available under install based items as you can see so this is the life insurance policy so the manager opens up this policy he can view the details and now he can also add the different related parties as beneficiaries to this policy so first up the CSM manager clicks on new and this time we'll be adding a beneficiary as a related party similar to the steps We performed earlier the beneficiary body type has already already been configured in the system and that's why it is available over here for selection and he can add Susan Rogers as the consumer again no responsibility denoting that um Susan Rogers would not be able to access the product similarly um Kenny also wanted a trust to be added as a related party so over here we'll select a different type of a beneficiary which is a trust and the trust that we'll be adding is the Rogers Family Trust the a trust has been modeled as an account in the CSM system as you can see and we'll submit it now you can see that we have added two types of beneficiaries over here one is a consumer or an individual that is Susan and the other is a organization that is a Rogers Family Trust the trust is added so that the details of this trust and the details of the trustees are available for tracking by agents so an agent can open up the trust record and view the details of the trust um things like contact details addresses and email addresses and the primary trustee for the Rogers Family Trust is Ernie who is the uncle of um Kenny so in this scenario we added different types of related parties to a b2c product and individual as well as an account similarly let's take up another b2c example this time in the Telecom domain Kenny Rogers can subscribe to our Mobile plan for his household and for which he shall be the billing user as as the owner of the mobile plan but he can also add different members of his family such as Susan Rogers his wife and Julius Rogers his son as additional users to the plan let's go back to John Jason the customer service manager in order to set up the scenario so John navigates to the list of households and opens up the Rogers household over here a household is basically a a set of consumers or family members um you'll see the Rogers household over here Kenny Rogers is the head of the household this household also has other members as we saw which include Susan Rogers and Julius Rogers so this household consists of three different members or consumers now in order let's now go to the um the product first which is the mobile plan so this mobile plan has been created on the Rogers household let's open this up as you can see over here we have already set up the related parties um on the mobile plan uh Kenny Rogers as a primary user has been added as a billing user and Susan and Julius Rogers as the members of the household but also users of the same family mobile plan have been added as additional users as you can see we have given the authorized representative responsibility to all of these members so that each one of them would be able to access this mobile plan on their portal and create cases against it for that let's login as Susan first as an authorized representative on that Mobile plan Susan should be able to access that product she can do so by going to support and install base this is where all the products accessible to Susan are available so she can go to the mobile plan as you can see Susan has access to all the existing cases on this product or mobile plan additionally she can also choose to raise a new case for example she has she's facing issues with network and raises a case for Network outage so she raises a case on this mobile plan as you can see now once she has created this case this case would be available to all the other related parties on the case for example if Kenny Rogers logs into Portal and navigates to the same product which is the mobile plan you'll be able to see that Kenny has access to all the existing cases and also the new case that was raised by Susan so as an authorized representative Kenny can also contribute to a case created by another family member in this scenario we added multiple members of a household to a b2c product as authorized representative and seen how these members can view all the existing cases as well as create new cases on the same product with that let's have a look at a couple of B2B scenarios uh now B2B customers are represented as accounts and their employees are represented as contacts in the CSM application let's start off with an example in the manufacturing domain um there's a customer account box your manufacturing who purchases multiple products for example an Erp and a CRM subscription which are modeled as different sold products now boxer manufacturing has various employees or contacts Emma Jones is the CEO of the organization Jack Henry is the Erp admin Tom Goodman is the CRM admin and Perry Mason is the procurement head now Jack Henry being the Erp admin needs access to only the Erp product and its cases similarly Tom Goodwin is the CRM admin and would only need access to CRM and its cases further Perry Mason is a procurement head and only wants to be kept in the loop for critical cases related to Erp for which um Perry Mason only needs to be added to the priority One cases on Erp and not to the other cases which are of lower priority now let's see let's set up this scenario and see it in action first let's log into the system as an administrator to set up the scenario so this is uh the admin view um first the admin would need to configure the body type for our scenario as we saw we have two types of admins that need to be added on the products one is an Erp admin and one is a CRM admin for that we have we have created a party type of admin in order to add these employees on on on the products also the users who are going to be added as related parties as we discussed earlier would also need the required roles now the roles in this scenario are going to be a little different because the type of user is a contact so Jack Henry would need a would need a sole product authorized contact role in this scenario because he's going to be added as a as a related party on a sole product similarly Tom Goodwin would also require the uh same role for Perry Mason who only wants to get access to cases and not to the product itself he would require a case authorized contact role denoting that Perry Mason would be added to cases as a contact with that now let's go and set up the scenario let's go to John Jason who is the customer service manager as this is a B2B scenario boxio manufacturing is modeled as an account and would be visible over here as you can see this is the account these are the account details and the employees are modeled as contacts so these are the contacts that we have already added for this account similarly over here you can see the different products that have been purchased by this account one is the Erp product the other is a CRM product for our scenario the ARP product should should be visible to Jack Henry so we have already added Jack Henry as a related party on this product we have given him the uh admin party type and responsibility um which would allow Henry to access this product on his portal and create cases similarly on the CRM product we shall add Tom Goodwin as an admin for this product so he has access to everything related to this product if you remember as per our scenario Perry Mason who's a procurement head only wants access to certain cases for the Erp product so as you can see on the CRP product there are a couple of cases now Perry Mason is only interested in getting access to and tracking the critical cases for example this is a data processing error case which is critical let's open that up in order to give Perry Mason access to this particular case we will need to add a massive related body so we navigate to related parties and we start adding Perry Mason for this scenario we'll be using an out of the box responsibility that comes with the product which is an authorized contact and we'll be selecting Perry Mason and as you can see a responsibility has been assigned so that uh Perry Mason gets access to this product foreign as a related body to this particular case now when Perry logs into his portal as you can see over here and navigates to his list of cases he shall be able to now see and get access to the case and be able to track and you know contribute to it in terms of comments so in this scenario we have seen uh two levels of granularity one we saw how an employee can be added as a related party to a product which gives them access to the product and all the cases for that product and two we saw how other employees can be given granular access to certain cases for for example Perry Mason was only granted access to certain critical cases for the Erp product with that let's look at another B2B example this time in the healthcare medical devices domain boxy Hospital which is an account purchases an x-ray machine there are different types of Staff members of the hospital who would want access to this machine and be able to create cases for example Emily Jackson is a radiologist who wants access um and be able to create cases and we also have an engineer from the CMS Department Sean Miller who would want a similar level of access let's look at this scenario in action and go back to John the customer service manager this time he locates a boxier hospital account over here the product that this hospital has purchased which is a sole product is the X-ray machine and again related parties can be added to this product through the related party screen and we have already added to two um hospital employees over here Emily Jackson the party type of radiologist and Sean Miller which is a cmms engineer so in this scenario we saw that different types of Staff members can be added to a B2B Soul product or a product that is purchased by an organization and they can each View and race cases on the same product finally this is a snapshot of the out of the box entity supported for related parties uh we did see these in our different scenarios so you can add radio parties on cases specific cases or on products which can be either install based items or sold products along with that these are the different types of parties that can be added to these entities you for example you can add a contact which is a B2B customer to a case and you can also add a consumer which is a b2c customer these are the responsibilities uh that we Ship by default which which is the authorized representative responsibility and as we also saw that apart from the responsibility the users also need the role that drives access so the different roles required for these different parties have been mapped over here and can be seen in this column with that I'll hand it over to Krupa to talk about next steps thank you pratik this is I mean amazing the how much you can do with just a few clicks here without writing code without setting up a whole level of complex access and and how easily can give access and then change it when needed thank you and great scenarios multiple Industries multiple use cases I mean these are these are examples we see in our everyday life so thank you for bringing it making it tangible to everyone here on the call so uh for our attendees so what can you do what are the next steps for you to learn more about this first of all this capability is available in CSM standards so it's there in your instances so go try it out create your own relationship types create these new ones assign new responsibilities add the roles test it try it see how it works for uh related parties or cases so products install base now to find more information we have a couple of links here for our product documentation on um what are the tables what are the plugins um how do you use customer access management and we would love to hear your feedback your use cases and um other information on this topic so thank you once again for joining the session and thank you pratik for uh a very cool and exciting