Cheetah Digital's Transformation: Enhancing ESM with Freshservice
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
- Application Infrastructure & Middleware - Middleware, SDKs & Libraries
Applicable Industries
- Equipment & Machinery
- Finance & Insurance
Use Cases
- Leasing Finance Automation
- Material Handling Automation
Services
- System Integration
About The Customer
Cheetah Digital is a leading provider of cross-channel customer engagement solutions for modern marketers. The company's Customer Engagement Suite enables marketers to create personalized experiences, collect zero-party data at scale, power cross-channel messaging, and implement loyalty strategies. All these are underpinned by an engagement data platform that can scale to meet the changing demands of today's consumer. Some of the world’s biggest brands, including American Express, Hilton, Coca-Cola, and Vodafone, trust Cheetah Digital to help them drive revenue, build lasting customer relationships, and deliver a unique value exchange throughout the customer lifecycle.
The Challenge
Cheetah Digital, a cross-channel customer engagement solution provider, faced significant challenges in its IT operations after breaking away from Experian in 2017. The newly formed IT team was understaffed with only four agents, insufficient to meet the volume of demands. The team had previously relied on Experian’s internal tools to manage IT requests and needed a new ticketing system. The company's IT roadmap was to be cloud-first, requiring a solution that could provide continuous maturity and stability. Additionally, the IT department recognized the need for automation to scale with increasing demand. The company also faced challenges in driving user adoption of the new ITSM solution, as most IT requests initially came in through emails or walk-ups.
The Solution
Cheetah Digital chose Freshservice as their ITSM solution due to the IT manager's positive past experience with the platform. Freshservice's advanced automation features and seamless integrations equipped the IT team to handle the growing volume of IT requests efficiently. The team used automation in four key ways: Service Catalogue for automating complex tasks, Freddy AI for helping agents fill in mandatory fields, an employee onboarding module for gathering key information from new hires, and integration with Slack for immediate ticket notifications. To drive user adoption, the IT team created a 'Walk-up' ticket template to document and track requests that came in through emails or walk-ups. The flexibility of Freshservice allowed the team to customize fields and capture richer data beyond the usual ITSM information. Over time, other departments like Finance and HR also started using Freshservice, further increasing its usage rates.
Operational Impact
Quantitative Benefit
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