ServiceNow has introduced its updated CRM, which aims to provide a unified platform for sales, fulfillment, and service. It uses AI to coordinate work across departments, intending to streamline customer experiences and reduce time spent switching between applications. ServiceNow also announced new AI agents for CRM, designed to complete tasks autonomously and support call centers and sales teams.
Traditional CRM systems often stop at the front office. ServiceNow CRM is built to offer personalized experiences across the entire customer lifecycle. The ServiceNow AI Platform connects workflows across different systems and departments.
ServiceNow’s CRM business is growing, driven by demand for a single platform for sellers, agents, and field technicians. The CRM business has an annual contract value (ACV) of $1.4 billion, reflecting 30% year-over-year growth as of year-end 2024. The customer experience operates on a single platform with AI capabilities, aiming to deliver faster customer service, increase productivity, and improve revenue opportunities.
John Ball, ServiceNow EVP and GM of CRM and Industry Workflows, said, “ServiceNow is delivering a groundbreaking new vision for CRM that transforms the entire customer experience around the powerful capabilities of AI. Far beyond rebranded chatbots, we’re enabling our customers to orchestrate end‑to‑end sales and service on a single AI‑powered platform, helping organizations manage the entire customer lifecycle with greater efficiency. ServiceNow does things differently – delivering complete workflow automation from order capture through fulfillment, allowing customers to focus on value‑added selling and delivering exceptional service to their own customers, not wasting time tangled up in out‑of‑date systems.”
Customers today expect proactive and personalized service. New capabilities in ServiceNow CRM aim to help businesses move from reactive customer service to proactive engagement and consistent end-to-end service across departments. ServiceNow also introduced CRM AI Agents.
These specialized AI agents are designed to autonomously manage tasks across the customer lifecycle, from sales to service. Unlike traditional automation, these AI agents can determine the best course of action dynamically. They can resolve inquiries instantly, route complex cases with context, and manage workflows across departments. These agents begin with conversational interactions to capture requests and can then manage the fulfillment process, coordinating with human agents when necessary.
ServiceNow reports that AI agents already automate 37% of the company’s customer support case workflows. By scaling live call center agents, they aim to boost efficiency, speed up resolutions, and enhance customer engagement, enabling more autonomous, AI-driven experiences.
This announcement follows other developments in ServiceNow’s CRM and Industry Workflows business. In April, ServiceNow agreed to acquire Logik.ai, a company offering an AI-powered CPQ solution. This acquisition is intended to expand ServiceNow’s CRM offerings and help sales organizations. ServiceNow’s recent Yokohama platform release also enhanced CRM capabilities, including self-service commerce portals, CCaaS integrations, and AI agents for CRM use cases.
By connecting AI, data, and workflows on a single platform, ServiceNow aims to advance its CRM offerings for sales, fulfillment, and service, from initial contact to resolution.
