ServiceNow Customer Service Management Enables Global Jewelry Retailer to Unify Omnichannel Customer Support During Pandemic
Swarovski, a global luxury jewelry retailer, addressed the sudden shift to digital sales during the pandemic by implementing ServiceNow Customer Service Management to consolidate customer communications across all channels and maintain service quality standards.
Value Results Summary
Swarovski, a global luxury jewelry and crystal products retailer founded in 1895, operates more than 2,800 stores across 170 countries and is renowned for delivering exceptional in-store customer experiences. When the COVID-19 pandemic forced store closures worldwide, the company faced a critical challenge: shifting customer service delivery to digital channels while maintaining the quality and personalization standards that define the Swarovski brand. The company had already begun consolidating regional service desks onto a global platform and had recently implemented ServiceNow Customer Service Management in September 2019, but the sudden surge in online demand required the organization to unlock the platform's full capabilities.
ServiceNow Customer Service Management transformed Swarovski's service operations by creating a single, unified view of customer interactions across all communication channels—phone, email, and chat. Instead of managing fragmented cases across multiple systems, service advisors working from home could now access complete customer histories and consolidate related requests into one case. This unified approach immediately reduced duplicate inquiries and allowed advisors to prioritize urgent needs more effectively. The results were substantial: Swarovski achieved a 58% reduction in case workload within the first month, sustaining a 55% reduction in service caseloads long-term. As delivery inquiries flooded in—reflecting the explosion of online shopping—the platform enabled Swarovski to identify and close resolved cases in bulk, clearing its pipeline and maintaining responsiveness despite unprecedented order volumes.
Looking forward, Swarovski recognizes that retail will remain fundamentally hybrid, and it is leveraging ServiceNow to blur the lines between physical and digital experiences. The company is piloting virtual product tours and video consultations with in-store advisors, all supported by unified customer service infrastructure. This partnership has evolved beyond a single implementation, with ServiceNow actively participating in design reviews and ongoing platform optimization. By consolidating customer engagement across all touchpoints under one unified platform, Swarovski has created a scalable foundation for delivering consistent, quality service that matches the luxury positioning of its brand—whether customers engage in a store or online.
