Transform your customer service operations effortlessly with ServiceNow Customer Service Management. Tailored to streamline every aspect of your business. Read More!

1. ServiceNow Customer Service
Management: Transforming Customer
Service into Strategic Asset
In this modern world of automation, many businesses still rely on manual processes for
customer service. These processes are very time-consuming and prone to human-made errors.
Additionally, they lack transparency, which makes it difficult for the customers and even the
service representatives to track the requests or tickets raised by the customers.
To address these challenges and eliminate the manual workload over your teams, ServiceNow’s
Customer Service Management is the ultimate solution.
This blog will introduce you to ServiceNow Customer Service Management and its wide range of
solutions that streamline and automate customer service processes.
Let’s get started!

2. What is ServiceNow CSM?
ServiceNow Customer Service Management is a cloud-based tool that allows you to serve your
customers with service and support through various channels. These communication channels
include the web, email, telephone, social media and chat.
When your customers raise a query through any of these channels, ServiceNow CSM
automatically tracks those queries, creates tickets and assigns them to the relevant support
staff.
Basically, it unifies all the communication platforms for you to efficiently cater to your
customers in resolving their issues and maximizing customer satisfaction.
ServiceNow CSM Features and Applications
It offers an exclusive range of all-encompassing solutions that streamline and automate
customer service processes. Let’s have a look at them:
1. Case Management
A ‘case’ refers to an instance where the customer has raised concerns or is not satisfied with
the service. They can raise multiple cases if they face any difficulty or have some complaint
regarding service(s).
Case management refers to the process in which support agents track cases through various
channels. These cases are then assigned to the relevant support staff for resolution.
Furthermore, the activities involved in the resolution process, such as phone calls made, emails
sent, knowledge base research, conversations with the experts and many more, can also be
tracked.
2. Communities
This is an application similar to a big meeting room, which brings customers, employees,
partners, and prospects together on a single online platform. They can collaborate, share
relevant information, ask questions and find solutions.

3. Moreover, they can look at various blogs and related videos and also can search for past
discussions that might have the answers they need.
It is a quick and easy way for customers to look out for the answers to their queries, along with
Knowledge Base and Service Catalog.
3. Continual Improvement Management With CSM
CIM is an application that, along with Customer Service Management, shows opportunities to
perform improvements in the system. With this tool, you can explore various ways to excel, and
it provides you with a plan to make those improvements happen.
Let’s understand it differently. It is like a personal trainer who suggests you ways to get better
for a certain workout. It will suggest you what diet plan you should follow to reach your
improvement goal and will also keep a check on your fitness level regularly, to see how much
you have improved.
In the same way, Continual Improvement Management with CSM will help you find areas where
your customer service can be improved. It suggests various ways to improve and keeps track of
how much improvement is done.
4. Customer Data Management
With this capability of ServiceNow CSM, businesses can import existing customer information,
create new data for a user and can store it securely.
This data includes the following details of the customers:
● Name of the customer
● Address
● Phone number
● Account detail
● Products and asset details
● Service contracts and entitlements

4. 5. Customer Project Management
It is a feature of ServiceNow’s Customer Service Management, which combinedly works with the
PPM standard (formerly known as Project Portfolio Suite and Financials).
Here is how this integration helps users of ServiceNow CSM:
● It helps in managing large and complex projects that incorporate multiple tasks.
● It allows the end users to gain visibility into their projects and monitor them.
● Users can easily track what is going on with these projects.
For example, a business can use this to create a project for their upcoming product launch. They
can add various tasks to it, such as ‘Designed products’, ‘Tested products’, etc. With this,
employees can look into these tasks, track the progress and see what they need to do next.
6. Field Service Management
With this collaboration of these two different applications, users can provide excellent customer
service.
Here is what users get:
● A comprehensive view of account and contact details on work orders and tasks, along
with the cases from the customer service portal.
● They can create new work orders and view details of the same.
● They can look into the appointments scheduled and modify them.
7. Financial Management
Customer Service Management with Financial management is like having a smart accountant
for your business. It enables you to allocate your budget, track expenses, and report costs to
your business.
Expenses are divided into smaller parts, known as allocations. Each allocation is linked to a
specific area of your business and accounts, allowing you to create a precise cost model. This
also helps you understand the costs associated with providing customer services.

5. Moreover, it provides users with a feature called Financial Management Workbench. It is like a
dashboard where financial administrators can see, manage costs and allocate expenses.
8. It Operations Management
CSM integration with IT Operations Management allows you to start a case automatically or
manually when an alert is triggered. When this is done, you can see which accounts and install
base items, including the products or services a customer has, are affected. Also, you can check
how well these are working.
9. Knowledge Management
ServiceNow’s knowledge management is like an extensive online library, which is filled with
articles that users can read to resolve issues at their own pace. It contains various readables
related to troubleshooting, FAQs and self-help.
Let me simply explain the concept of Knowledge Management to you. Suppose you are a
student, and your school contains a library filled with books. These books contain all the
information that can help you with your homework. Now, imagine the librarian who organizes
these books into sections like math, science, history, etc. Also, he checks and approves new
books before they are added to the library.
Similarly, Knowledge Management is the library, where articles act as books, the librarian is the
manager and knowledge bases are the categories. The librarian or the manager is responsible
for categorizing, reviewing and approving the new articles. You, the user, can go through these
articles, browse through them, and provide feedback for improvements.
Now, think of an online library: Knowledge Management Service Portal. Here, you can view all
the articles and see which are the newest and most popular ones. This is how a Knowledge
management application works. It helps users to find the information they need.
10. Machine Learning Solutions For Customer Service Management
Machine learning in customer service helps in different tasks related to customer service cases.
It can accurately predict the category of a customer’s case as well as its priority for resolution
based on the information provided by the customer. Also, it suggests the most suitable service
staff member to whom the case should be assigned.

6. Along with this, it groups cases of a similar nature and recommends similar cases, providing
agents with valuable assistance in case investigation and resolution. Furthermore, it suggests
related articles from the knowledge management system for self-help.
11. Major Issue Management
This feature of ServiceNow Customer Service Management is a superhero for the business
team. It helps you identify impacted customers who have been affected by a problem, even if
they haven’t reported it. With this, it creates a case for them.
A big problem is referred to as a ‘major case’, and for each customer affected by this problem,
you can create a ‘child case’, which contains their specific information. There is an automatic
sync of information between these cases.
You can create a list of accounts and consumers who are affected by the issue and then attach
it to the ‘major case’. This list can be made using the ‘targeted communications’ application.
You can build it by setting conditions, running a script or importing customer information.
12. Mobile Experience For Customer Service Management
Customer Service Mobile Application allows you to manage customer service cases from your
mobile device. It will enable you to stay connected and access the information in real-time to
complete tasks quickly.
Service agents can quickly review cases and work on resolving them in no time. They can
perform routine actions and approvals effectively, anytime and anywhere. Not only them, but
customers can also use this application to track their case status.
13. Omni-Channel Communication
As we have already discussed, you can meet customers through their favourite communication
channels through this omnichannel support feature. Let’s explore all of these:
Chat Channel: It is available over the platform where a customer can raise a chat request. This
request is either routed to a virtual agent or to a real agent who has the required expertise. The
agent then responds to the request and can also link it to various resources like articles and
videos or link to existing cases.

7. Email Channel: When customers send emails to businesses to specify a complaint or a query, it
creates an email case. The service agents interact with the customer using this channel and
suggest a solution by drafting a solution mail. It is up to the customer whether they want to
accept or reject the solution.
When the case gets closed, the customer receives two different emails. One, stating that the
case has been resolved and closed, and the other one with a link over the service feedback.
Phone Channel: Customers make a call to report an issue or a query. This is all possible
because of a technology called Computer Telephony Integration (CTI), which connects the
customer service platform with phone service providers. It allows agents to make and receive
calls from customers and identify and record their account information related to the case.
14. Order Management For Customer Service Management
It is a tool that helps you to perform things for your customers. It streamlines and manages the
product ordering process for its customers. Imagine you have a customer who wants to place
an order but is unable to do so due to any reason. Thus, this tool lets you place an order on their
behalf. It’s like you are their personal shopper. Also, if your customer wants to modify the
ordering details or cancel the order, this tool lets you make those changes quickly and efficiently.
After an order is placed, the customer naturally wants to know the current status of their order.
Hence, this tool provides you with all the tracking details so you can keep your customers
updated. It is a great way to provide efficient customer service and keep your customers happy.
15. Outsourced Customer Service
Outsourcing is when a company decides to delegate some of its work to a different company or
people who are not their employees. These companies or people are referred to as Outsourced
Service Providers (OSP). They perform the customer service work for you and charge some
amount against it.
Outsourcing customer service gives you access to skilled expertise in a cost-effective way.

8. 16. Proactive Customer Service Operations
This is a remarkable tool offered by ServiceNow. It allows you to start the process of solving any
issue or problem, even before the customer asks for it. This phenomenon is called proactively
triggering case workflows.
This tool keeps an eye on all the digital services that your customers are using, known as the
‘install base’. If, among these services, you notice a problem, this tool lets you create a case for
the same and notifies your customer about it, indicating that you are working on resolving this
issue.
If your customer wants to track the update over the case, the Customer Service Portal is always
open for them. It keeps them informed of the current status of the case and sees when it will get
fixed.
17. Service Management Applications
The Customer Service Management tool integrates with other applications that offer incident,
change, problem, and request management. These applications are known as IT service
management tools, and they streamline the business’s IT processes.
This integration allows agents to create and manage different types of records directly from the
customer service cases. Also, it enables them to modify, link or remove cases. Furthermore, any
updates performed over these cases are shown in the dashboards, and they can use it to talk to
customers.
18. Surveys
As we have discussed, after the case closes, customers get a feedback form to share their
service experience. This form is referred to as a survey.
It is shared with the customers through the same channel they are communicating, be it chat,
email or phone. Additionally, CSM offers a default survey form, which can be customized as per
the business needs.

9. 19. Virtual Agent
ServiceNow Virtual Agent tool provides businesses with pre-made conversations that are
powered by artificial intelligence. Within the chat channel, a virtual agent is like a bot that offers
a personalised experience to customers based on their queries. Also, it can answer FAQs,
provide tutorials, update records, gather data, perform diagnostics and solve multi-step
problems. Along with this, a virtual agent is efficient in handling everyday tasks and frees up
your employee’s time to focus on tasks of major importance.
20. Visual Task Boards
These boards are like user-friendly digital bulletins, where tasks can be organized in an orderly
fashion. These tasks can be moved around the interface, and new tasks can be added to the
extended list.
It can be used in many situations, like managing a project, organizing your tasks, or getting a
new employee set up.
21. Flow Designer- Visual Workflow And Automation
This is a tool on the Now platform that helps automate processes and workflows, resulting in
saving time and effort. It describes workflows in simple language and in the form of diagrams to
make them understandable for all. It is a cost-effective solution as it replaces complex scripts
with upgraded and safe logic from the Now Platform. It also provides a library of reusable
actions, thereby reducing development costs.
Moreover, it can manage different subscriptions for integration and Robotic Process Automation
(RPA), making it a comprehensive tool for process automation.
There are various components of this tool. These include:
● Flows- Automated processes made up for trigger and sequence of actions.
● Flow execution details- Page that shows real-time information about an action or flow.
● Flow error handler- This is a feature that lets the flow catch and report errors.
● Subflows- Mini flows without triggers. They run when called from another flow or
subflow.

10. ● Actions- These are reusable operations that let you automate the features of the Now
platform without coding.
● Spokes- These are applications that contain actions and subflows.
22. Walk-Up Experience For Customer Service Management
ServiceNow Walk-up Experience is a tool that lets you set up a service centre where people
check in online or in person for quick help. There are multiple users of this tool. These include:
● Requesters- They can check in to the nearest service centre, join the queue, schedule
appointments and receive email notifications for their requests.
● Technicians or Agents- They provide help to requesters, manage daily operations, resolve
issues and handle various interactions.
● Managers- They oversee technicians and their operations.
● Administrators- These are the people who set up and maintain the system. They
configure queue locations, schedules, appointments, advanced work assignments,
notifications, and customer satisfaction surveys.
23. Workforce Optimization For Customer Service
It is a customizable tool that helps you to manage your team’s productivity all in one place. You
can assign tasks to your team members, manage their skills and schedules and keep an eye on
their performance. Additionally, you can predict what skills your agents might require and take
up training decisions.
24. Workspaces In Customer Service Management
The Workspace in ServiceNow offers a centralized view that allows customer service agents to
handle all types of tasks, understand an issue, and get suggestions to resolve that issue.
Different types of agents can use the Workspace:
● Chat/SMS Agents: These agents handle customer requests that come in through chat or
SMS.
● Phone Agents: These agents deal with customer inquiries that come in over the phone.
● Case Agents: These agents handle cases that are created from the Consumer Portals or
inbound emails.

11. ● Location Agents: These agents handle cases that are created from walk-up interactions.
ServiceNow Customer Service Management Pricing
The pricing for ServiceNow CSM is not fixed and might fluctuate based on the needs and
requirements of your business. You have two options: either you can choose from the pre-made
packages that it offers, or you can go with the flexible pricing option.
In order to gain more ideas for the same, you can consult a ServiceNow consulting company.
They can assess your needs and suggest the best possible quote or package.
How To Get Started With Servicenow Customer Service
Management?
ServiceNow Customer Service Management is a versatile solution that can improve your
customer service operations across your front, middle, and back office.
To start with it, you must be clear about your customer service goals and prioritize them. Also,
you need to gain an understanding of the various applications and features it offers and which
ones you need to achieve your customers’ loyalty.
ServiceNow offers various internal resources like articles, blogs, demos and videos that can give
you insights into the technology. Also, it offers a developer instance that you can use to gain
hands-on experience with the platform.
Still, if you need more assistance, ServiceNow consulting firms are your go-to solution.
Cyntexa, a ServiceNow consulting firm with a team of 400+ tech professionals, carefully listens
to your business requirements and aims to provide you with the best of their services.