ServiceNow CRM & Customer Interaction

Photo drs. Caroline Raaijmaakers
Author: drs. Caroline Raaijmaakers
Senior CRM Software advisor
Table of Contents

In this comprehensive article, we show an abstract of our 100% vendor-independent CRM & Customer Interaction survey about the software vendor ServiceNow and its portfolio of products (such as ServiceNow Store, ServiceNow Virtual Agent, and ServiceNow Reporting). ServiceNow CRM & Customer Interaction scores better in our survey than Kustomer but slightly worse than SugarCRM. Of all the categories in our research, ServiceNow scored the best in customer service management and does not have a strong focus on lead management. We have been able to establish this objectively. Within the context of CRM & Customer Interaction, we have put together the main advantages and disadvantages of ServiceNow platform, and present them by component (CRM). We also point out the highlights of the main products such as ServiceNow Store, ServiceNow Virtual Agent, and ServiceNow Reporting et cetera.

How does ServiceNow CRM & Customer Interaction score on different parts?

In our study, we also inspected the various tools of ServiceNow software. More than 180 evaluation criteria were examined. The image below illustrates the pros and cons of ServiceNow platform, in general terms. Please note that Passionned Group is 100% independent of the software vendors in our research. We do not sell licenses, we do not make deals or have any legal ties to the vendor. Among other things, we help and advise companies in the proper selection of CRM systems.

Score of ServiceNow platform software.Figure 1: Scorecard of the CRM provider ServiceNow. The best supplier on a particular topic gets a maximum of 100 percent. Source: The CRM & Customer Interaction Guide 2024. Do you want additional information about our CRM & Customer Interaction guide? Click here to download this guide.

The ServiceNow analysis has been established by intercepting big data and from there it was thoroughly analyzed. More than 267 documents further we know that ServiceNow excels in customer service management. In this analysis process, both machine learning models as the critical eye of an experienced and independent specialist played a key role in finalizing the validation process.The CRM & Customer Interaction Guide 2024 Image of The CRM & Customer Interaction Guide 2024In our 100% vendor-independent CRM & Customer Interaction Guide we have collected all the ins and outs of ServiceNow for you. You get access to hundreds of (shorter) trainings, tech talks, demos, lectures, tutorials, and so on and always have the latest CRM news. In addition, this guide helps you in to further develop your knowledge about CRM & Customer Interaction.ServiceNow in our CRM & Customer Interaction Guide

ServiceNow and their complete CRM & Customer Interaction product portfolio

The vendor ServiceNow has (a minimum of) 4 products in the realm of CRM & Customer Interaction. In order of relevance we rank and describe the products below:

What is ServiceNow platform?

In this part, we report the (main) characteristics of ServiceNow platform, including some of its features and any related products. This product group consists of ServiceNow Store, ServiceNow Virtual Agent, and ServiceNow Reporting. The product ServiceNow platform can be characterized by the following features:

  • automation platform
  • no-code
  • workflow automation

Do you want to know everything about all the functionalities (100+) of ServiceNow platform? In that case, order the CRM & Customer Interaction Guide™ 2024 here.

Lacking capacity and want to hire an experienced ServiceNow platform consultant?

Do you want to hire a freelance ServiceNow platform developer who can help you get started, and implement a professional ServiceNow platform application? You can always call on the ServiceNow platform specialists of Passionned Group. Indeed, hiring ServiceNow platform developers is not always preferable. Leave a message here and we will be happy to work for you.

Screen shot of ServiceNow platform software.
Picture of ServiceNow platform tools.
ServiceNow platform in action
Figures 2, 3 and 4: Overlying images illustrate the functionality of ServiceNow platform. Click on an image to magnify. Credits: ServiceNow & partners.

What is ServiceNow Store?

We don’t reveal everything here but, in this paragraph, we give you insight into the key behaviors of ServiceNow Store, including some of its features and any related products. The product ServiceNow Store can be defined by the following characteristics:

  • account
  • automate tasks
  • contact
  • customer interactions
  • customer service
  • data protection
  • search

Do you want to know everything about all the functionalities (100+) of ServiceNow Store? Download the CRM & Customer Interaction Guide™ 2024 here.

Screen shot of ServiceNow Store software.
Picture of ServiceNow Store tools.
ServiceNow Store in action
Figures 5, 6 and 7: Overlying images illustrate the functionality of ServiceNow Store. Click on the image to magnify. Credits: ServiceNow & partners.

What is ServiceNow Virtual Agent?

We do not display here all the features but, in this paragraph, we report the (main) characteristics of ServiceNow Virtual Agent, including some of its features and any related products. This product can be defined by the following properties:

  • account
  • contact
  • customer service
  • data protection
  • generative ai
  • incidents
  • search

Do you want to know the intricacies of all elements (100+) of ServiceNow Virtual Agent? Open the CRM & Customer Interaction Guide™ 2024 here.

Screen shot of ServiceNow Virtual Agent software.
Picture of ServiceNow Virtual Agent tools.
ServiceNow Virtual Agent in action
Figures 8, 9 and 10: Various figures show the operation of ServiceNow Virtual Agent. Click on the image to make it bigger. Credits: ServiceNow & partners.

What is ServiceNow Reporting?

We don’t reveal everything here but, in this paragraph, we provide a description of ServiceNow Reporting, including some of its features and any related products. The ServiceNow Reporting can be best characterized by the following properties:

  • advanced reporting
  • contact
  • incidents
  • reporting
  • search

Are you curious about all the functions (100+) of ServiceNow Reporting? Then download our CRM & Customer Interaction Guide™ 2024 here.

Screen shot of ServiceNow Reporting software.
Picture of ServiceNow Reporting tools.
ServiceNow Reporting in action
Figures 11, 12 and 13: These three images give a first impression of ServiceNow Reporting. Click on an image to magnify. Credits: ServiceNow & partners.

ServiceNow platform tools and the version history

Over time, ServiceNow has seen a stable evolution with respect to CRM & Customer Interaction functionality.

We reviewed ServiceNow’s current releases of its product portfolio. Below you can see the structure of the various releases of the various CRM & Customer Interaction products of ServiceNow:

  • ServiceNow platform: 2022

Behind each product, we mention the version numbers, the older the version the more backward the version is in the list.

What are the licensing costs of ServiceNow Store, ServiceNow Virtual Agent, and ServiceNow Reporting?

In many cases, it can be difficult to determine the licensing costs of ServiceNow CRM & Customer Interaction because it depends on the country, the number of users (and/or the number of cores if you want to run it on a server), the connectors to data sources, and at what point in the year you request a quote. If you request a quote just before the end of the fiscal period of ServiceNow, you can probably get a decent reduction in the license cost. As part of a cloud-first strategy, it makes sense to run the software in the cloud. You then only pay for what you use. The purchase cost of ServiceNow Store, ServiceNow Virtual Agent, and ServiceNow Reporting may not be the largest amounts, but maintenance and support do put a strain on your budget each year.

What makes ServiceNow CRM & Customer Interaction worth watching

In our study, we see that ServiceNow in the field of CRM & Customer Interaction software has a few specific features which may be the deciding factor in purchasing. This makes ServiceNow platform more or less unique: automated task and data anonymization.

The advantages and disadvantages of ServiceNow platform

Tag cloud of the ServiceNow platform tools.Figure 14: Tag cloud with the strength-weakness analysis of ServiceNow CRM & Customer Interaction

In the following paragraphs, we name all the advantages and disadvantages of ServiceNow CRM & Customer Interaction, ServiceNow Store, ServiceNow Virtual Agent, and ServiceNow Reporting, et cetera. There is momentum, because: ServiceNow may be working with partners to building on features that meet specific customer needs at this time (such as support for b2c, lead generation, lead qualification, lead scoring, sales automation, sales pipeline, lead conversion, cross-selling, social CRM, and mobile crm). It may also be that a feature has not yet been adequately described.

Share your experience

Write a review about ServiceNow CRM & Customer Interaction here. Your observations may then start to count and contribute to a better, even more balanced assessment of ServiceNow platform.

1. ServiceNow Customer Service Management

89%

The company has an excellent performance in our current CRM & Customer Interaction survey on the section ‘Customer Service Management’, given that they score 89% on this, relative to other vendors. We looked at the following criteria, among others: customer service, case management, ticketing system, field service management, incidents, and call center CRM. In total, we examined 9 features within this discipline. Would you like to learn more about the topic ‘Customer Service Management’? Then download here our CRM & Customer Interaction Guide.

2. ServiceNow Infrastructure

80%

ServiceNow has an excellent score in our objective CRM & Customer Interaction survey on the subject ‘Infrastructure’ with a score of 80%, relative to other vendors. We looked at the following criteria, among others: authentication and document management. In total, we examined 56 criteria in this category. Are you excited about the topic ‘Infrastructure’? Then download here our CRM & Customer Interaction Guide 2024.

3. ServiceNow Customer Data

74%

The vendor ServiceNow has a good score in our 100% vendor-independent CRM & Customer Interaction study on the section ‘Customer Data’ with a score of 74%, relative to other vendors. We looked at the following criteria, among others: account, appointment, customer data platform, and data protection. In total, we examined 45 criteria within this section. Would you like to go into more depth with the topic ‘Customer Data’? Then download here our CRM & Customer Interaction Guide 2024.

4. ServiceNow Automation Platform

67%

The vendor ServiceNow has a good rating in our objective CRM & Customer Interaction survey on the section ‘Automation Platform’ with a score of 67%, relative to other vendors. We looked at the following criteria, among others: marketing automation, sales automation, process automation, generative ai, business process management, all-in-one marketing automation, and app marketplace. In total, we examined 28 features within this discipline. Would you like to learn more about the topic ‘Automation Platform’? Then download here our CRM & Customer Interaction Guide.

5. ServiceNow Customer Relationship Management

63%

The vendor ServiceNow has a good performance in our objective CRM & Customer Interaction survey on the section ‘Customer Relationship Management’ with a score of 63%, relative to other vendors. We considered the following factors: customer interactions and small businesses. In total, we examined 25 criteria in this category. Are you excited about the topic ‘Customer Relationship Management’? Then download here our CRM & Customer Interaction Guide 2024.

6. ServiceNow Task Management

59%

ServiceNow has a good score in our objective CRM & Customer Interaction survey on the subject ‘Task Management’, given that they score 59% on this, compared to other vendors. We considered the following factors: repetitive tasks, automate tasks, create tasks, and task list. In total, we examined 13 criteria within this section. Would you like to go into more depth with the topic ‘Task Management’? Then download here our CRM & Customer Interaction Study.

7. ServiceNow Sales Management

46%

ServiceNow has a moderate performance in our 100% vendor-independent CRM & Customer Interaction study of the theme ‘Sales Management’, given that they score 46% on this, compared to other vendors. We looked at the following criteria, among others: opportunity management and customer lifetime value. In total, we examined 51 features within this discipline. Would you like to delve further into the topic ‘Sales Management’? Then download here our CRM & Customer Interaction Guide 2024.

8. ServiceNow Campaign Management

41%

The company has a moderate rating in our recently updated, independent CRM & Customer Interaction study on the section ‘Campaign Management’ with a score of 41%, compared to other vendors. We considered the following factors: email marketing, email campaigns, and drip campaigns. In total, we examined 25 selection criteria within this main theme. Would you like to go into more depth with the topic ‘Campaign Management’? Then download here our CRM & Customer Interaction Guide 2024.

9. ServiceNow Reporting

36%

The vendor ServiceNow has a moderate rating in our objective CRM & Customer Interaction survey on the subject ‘Reporting’, given that they score 36% on this, compared to other vendors. We looked at the following criteria, among others: CRM analytics, bounce rates, advanced reporting, sales dashboards, reporting dashboards, interactive reporting, and pipeline chart. In doing so, we assessed the following products: ServiceNow Reporting. In total, we examined 11 features within this discipline. Would you like to go into more depth with the topic ‘Reporting’? Then download here our CRM & Customer Interaction Guide.

10. ServiceNow Data Quality

28%

ServiceNow has a poor score in our study on the subject ‘Data Quality’ with a score of 28%, compared to other vendors. The following criteria were used: merge duplicate and duplicate search. In total, we examined 16 features within this discipline. Are you planning to specialize further in the topic ‘Data Quality’? Then download here our CRM & Customer Interaction Study 2024. Or take a deep dive in the following content:

11. ServiceNow Lead Management

2%

The vendor ServiceNow has a poor score in our 100% vendor-independent CRM & Customer Interaction study on the subject ‘Lead Management’. The score amounts to 2%, compared to other vendors. We considered the following factors: lead generation, lead conversion, and lead qualification. In total, we examined 12 aspects in this category. Would you like to learn more about the topic ‘Lead Management’? Then download here our CRM & Customer Interaction Study.

Want to know more? Then order the CRM & Customer Interaction Guide™ 2024 here

In which sectors is ServiceNow CRM & Customer Interaction most active?

In our objective CRM & Customer Interaction survey, we also found out at which industries a software vendor moves to. These are the industries where ServiceNow has the largest footprint: banking, education, governments, healthcare, insurance, manufacturing, public sector, real estate, retail, and telecom.

ServiceNow software is most used by…

The CRM & Customer Interaction software from ServiceNow is most often mentioned in combination with the following functions/roles: account managers and support agents.

Hire an experienced ServiceNow developer

Education and training course ServiceNow CRM & Customer Interaction

The teachers of Passionned Group give various classes in the field of CRM & Customer Interaction but can also provide specific ServiceNow training, for example as in-company. The following software solutions are addressed: ServiceNow Store, ServiceNow Virtual Agent, and ServiceNow Reporting. Of course, we color such a training with the ideas of the intelligent, data-driven organization.

In conclusion: ServiceNow platform scores high

ServiceNow has a compact product portfolio with which it scores high in our CRM & Customer Interaction survey. ServiceNow CRM & Customer Interaction innovates (approximately) at an average rate of less than 5 features per year, is active (for now) in many different sectors, and specializing in customer service management.

About Passionned Group

logo of Passionned Group, the ServiceNow CRM & Customer Interaction specialistPassionned Group focuses on 100% independent CRM & Customer Interaction consulting and the implementation of CRM & Customer Interaction solutions. Our dedicated and passionate consultants help businesses and governments to advance as intelligent, data-driven organizations.

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customers
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training courses
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people trained
9.3
customer satisfaction
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consultants & teachers
19
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