ServiceNow CRM

Track customer interactions, and maintain a comprehensive customer information database with ServiceNow CRM. Personalize customer interactions, improve customer satisfaction, and drive customer loyalty.

Customer Relationship Management

CRM (Customer Relationship Management) is a cloud-based software platform designed to help organizations manage and streamline customer interactions and relationships. It offers a range of tools and features that enable businesses to handle customer inquiries, complaints, and feedback through multiple channels, including email, phone, and social media. The platform also provides tools for managing sales pipelines, customer onboarding, and contract renewals, enabling businesses to optimize their sales processes and drive revenue growth. ServiceNow CRM is a powerful tool for organizations looking to improve customer relationships and drive business success.

Key Features of CRM


Allow businesses to customize the platform to meet their needs. It includes adding custom fields, creating custom reports and dashboards, and tailoring workflows to fit the organization’s unique processes.


Able to integrate with other business systems, such as email, marketing automation, and accounting software. It allows businesses to streamline processes and reduce duplication of effort.


Provide robust security measures such as data encryption, user access controls, and regular backups to protect data from theft, loss, or corruption. Security is critical as a CRM system will contain sensitive customer data.

Contact management

Allows businesses to store and manage customer data in a centralized location, including contact information, interactions, and other essential details.

Sales management

Help businesses manage the entire sales process, from lead generation to closing deals. It can provide sales teams with a unified view of the sales pipeline, sales forecasts, and customer interactions.

Marketing automation

Allows businesses to automate marketing tasks such as email campaigns, lead nurturing, and social media engagement. It can also provide insights into customer behavior and preferences, helping businesses to tailor their marketing efforts more effectively.

Customer service

Help businesses track customer issues, complaints, and requests, allowing them to respond quickly and effectively to customer needs. It can also help automate support processes such as ticket management, case routing, and resolution tracking.

Reporting and analytics

Give businesses insights into customer behavior, sales trends, and marketing campaign effectiveness. It can help identify areas for improvement and optimize business processes to improve performance.

Collaboration and communication

Enables teams to collaborate and communicate more effectively with features such as shared calendars, project management tools, and instant messaging.

Mobile access

Access customer data and business processes from anywhere, allowing teams to work remotely and stay connected to customers and colleagues.

CRM to ServiceNow Modules

Customer Service Management

This module provides a complete view of customer interactions across multiple channels, including phone, email, chat, and social media. It enables customer service teams to manage customer issues, track requests, and resolve problems quickly and efficiently.

Field Service Management

This module is designed for businesses that provide on-site services, such as repairs or installations. It enables field service teams to manage their schedules, track inventory, and communicate with customers in real time.

Sales Management

This module provides sales teams with a complete view of the sales pipeline, including leads, opportunities, and accounts. It enables sales reps to manage their accounts, track their progress, and collaborate with team members to close deals.

Marketing Automation

Allows to automate marketing campaigns, like email marketing, social media advertising, & lead nurturing. It provides insights into customer behavior and preferences to help enterprises tailor their marketing efforts.

Partner Management

This module enables businesses to manage their relationships with partners and vendors, including contracts, agreements, and performance metrics. It allows companies to collaborate with partners and manage their performance more efficiently.

IT Service Management

Provide a comprehensive customer interaction & issue view. Manage their IT services, including incident, change, and problem management that ensure technical issues impacting customers are resolved quickly.

CRM to ServiceNow Integration

API integration

ServiceNow provides APIs that enable integration with other systems, including CRM systems. With APIs, you can automate the data exchange between ServiceNow and your CRM system, allowing you to keep customer information up-to-date and accessible.

Middleware integration

Middleware solutions like Dell Boomi or Mulesoft can also integrate ServiceNow and a CRM system. These tools help streamline the integration process by providing pre-built connectors and workflows that enable data to flow seamlessly between systems.

Custom integration

If you have specific integration requirements that cannot be met using API or middleware solutions, you may need to develop a custom integration solution. You can do it by leveraging ServiceNow’s integration capabilities or using third-party tools such as Zapier or Workato.

Choose the integration method that best suits your needs

Pick API integration if you have a technical team with experience in coding. Select Middleware integration if you want to leverage pre-built connectors & workflows. You can choose the custom integration method as per your specific integration requirements.

Ensure data quality

Integrating ServiceNow with a CRM system requires accurate and consistent data to flow between systems to exchange high-quality data. So you can avoid issues, e.g. duplicate or incorrect customer data by implementing data validation and quality control measures.

Train users

You need to train users on how to use the new capabilities effectively after setting up. This training includes accessing & using the combined features of ServiceNow and your CRM system and handling any new workflows or processes resulting from the integration.

How Can Aelum Consulting Help You with ServiceNow CRM?

Aelum Consulting is a Premier ServiceNow Partner firm that provides expertise and guidance to businesses looking to optimize their ServiceNow CRM implementation. Here are some ways Aelum Consulting can help you with ServiceNow CRM:


We can help you implement ServiceNow CRM, ensuring that it is configured to meet your business requirements and that all features are properly set up and integrated with other systems.


Aelum Consulting can help you customize ServiceNow CRM to fit your unique business needs, such as developing custom workflows, reports, and integrations.


Our experts can train your team to ensure they are proficient in using ServiceNow CRM and can make the most out of its features and functionalities.


We can provide ongoing support to ensure that your ServiceNow CRM implementation runs smoothly and that any issues or bugs are resolved promptly.


We can help you optimize your ServiceNow CRM implementation, such as improving performance, enhancing security, and identifying areas for improvement.


Our experts can help you integrate ServiceNow CRM with other systems and applications used by your business, such as ERP, HR systems, and marketing automation tools.

Who uses CRM?

Management and executives

Operates CRM systems to gain insights into customer behavior, track sales performance, and monitor customer satisfaction.

IT teams

Responsible for implementing and maintaining CRM systems. They ensure the system is configured correctly and integrated with other systems and that data is backed up and secure.

Small business owners

Manage user relationships & sales-marketing efforts to improve efficiency, track interactions, and make data-driven decisions.

Sales teams

Manage their sales processes, track leads, and manage customer interactions for better and growing business techniques.

Marketing teams

Manage marketing campaigns, track performance, & analyze user behavior to understand and create marketing strategy accordingly.

Customer service teams

Manage customer issues, complaints, and requests. They can access customer information and interaction history to provide more personalized support.

Frequently Asked Questions

ServiceNow is a cloud-based platform that provides a range of modules to manage various business processes, including customer relationship management (CRM). ServiceNow integrates with CRM systems to provide a more comprehensive view of customer interactions across all channels and touchpoints.

Integrating CRM systems enables ServiceNow to pull customer data from the CRM system and populate it within ServiceNow modules, such as Customer Service Management and Sales Management. This integration provides a complete view of customer interactions, including service requests, support tickets, and sales opportunities.

ServiceNow also enables businesses to automate their workflows and processes, improving efficiency and reducing manual errors. For example, when a customer service ticket is created in ServiceNow, the system can automatically create a corresponding case in the CRM system, enabling sales teams to track the customer’s history and interactions.

Moreover, ServiceNow provides analytics and reporting capabilities to help businesses gain insights into customer behavior, track sales performance, and monitor customer satisfaction. These insights can help enterprises make data-driven decisions to improve customer interactions and business processes.

Overall, the integration between ServiceNow and CRM systems gives businesses a comprehensive view of customer interactions and enables them to manage customer relationships more effectively. It improves efficiency, reduces manual errors, and provides data-driven insights to help businesses make informed decisions.

Here is a tabular comparison of Cloud, On-Premises, and Hybrid CRM deployment options:


Deployment Option Cloud CRM On-Premises CRM Hybrid CRM
Definition A CRM solution hosted and managed by a third-party vendor in the cloud. A CRM solution is installed and managed on the organization’s servers and IT infrastructure. A combination of cloud and on-premises deployment models, some parts of the CRM solution are hosted in the cloud. Others are installed and managed on the organization’s servers.
Accessibility Accessible from anywhere with an internet connection, through a web browser or mobile app. Accessible only within the organization’s network, typically through desktop applications or VPNs. Accessible from anywhere with an internet connection for cloud-hosted components and within the organization’s network for on-premises components.
Scalability. Easily scalable, as additional resources can be provisioned from the cloud provider as needed. Scalability depends on the organization’s IT infrastructure and may require additional hardware or software purchases. Scalability is possible for cloud-hosted components, but on-premises components may require additional hardware or software purchases for scaling.
Customization. Customization options may be limited due to the shared infrastructure of the cloud environment. Customization options are extensive, as the organization has full control over the IT infrastructure. Customization options may be limited for cloud-hosted components but more extensive for on-premises components.
Maintenance The cloud provider handles maintenance, updates, and security patches. The organization’s responsible for maintenance, updates, and security patches, which can be time-consuming and costly. Maintenance responsibilities are shared between the cloud provider and the organization, depending on the specific deployment model.
Cost Typically involves a subscription-based model with predictable monthly or annual fees. Typically involves a one-time license fee and ongoing maintenance and support costs. Cost can vary depending on the specific deployment model and may include subscription-based fees, one-time license fees, and ongoing maintenance and support costs.
Security. Cloud providers have extensive security measures in place, such as encryption, multi-factor authentication, and regular security audits. The organization is responsible for implementing and maintaining security measures, which can be challenging and require significant resources. Depending on the specific deployment model, security responsibilities are to be shared between the cloud provider and the organization.


Comparison of CRM and CSM:


Feature CRM CSM
Definition A software solution that helps manage customer interactions and data throughout the customer lifecycle, with a focus on sales, marketing, and customer service. A software solution focuses on managing customer service interactions, including case management, knowledge management, and self-service capabilities.
Primary Goal To manage customer relationships and improve customer satisfaction by providing personalized, relevant experiences. To provide excellent customer service by quickly and efficiently resolving customer issues and delivering personalized support.
Key Features Lead and opportunity management, sales forecasting, marketing automation, customer segmentation, and customer analytics. Case management, knowledge management, self-service portals, service level agreement (SLA) management, customer feedback, and satisfaction measurement.
Main Users Sales, marketing, and customer service teams, as well as management and executive teams for strategic decision-making. Customer service teams, including agents, supervisors, managers, and customers, for self-service support.
Data Management Provides a centralized customer information database, including contact information, purchase history, and customer interactions across multiple channels. Provides a centralized database of customer service interactions, including case details, resolution times, customer feedback, and knowledge articles.
Integration Integrates with various business systems, such as ERP and marketing automation tools, to provide a complete view of the customer. Integrates with various customer service tools, such as chatbots and social media platforms, to deliver consistent and personalized support across multiple channels.
ROI Helps increase sales revenue, improve customer retention, and reduce customer acquisition costs. It helps increase customer satisfaction, reduce case resolution times, and improve agent productivity and efficiency.

Adding Customer Service Management (CSM) to Customer Relationship Management (CRM) can significantly benefit businesses. Here are some of the key benefits of adding CSM to CRM:

  1. Improved Customer Experience: CSM helps businesses provide timely and effective customer service, improving the overall customer experience. By managing service requests, tracking service level agreements (SLAs), and automating service processes, businesses can ensure that customers receive high-quality service that meets their needs.
  2. Better Customer Retention: By providing effective customer service, businesses can improve customer satisfaction, leading to better customer retention. Happy customers are more likely to stay with a business and recommend it to others, which can help to grow the customer base and increase revenue.
  3. Increased Efficiency: By integrating CSM with CRM, businesses can streamline their service processes and reduce manual effort, increasing efficiency and reducing costs. Automation can reduce errors and ensure service requests are handled promptly and accurately.
  4. Comprehensive View of the Customer: By integrating CSM with CRM, businesses can gain a comprehensive view of the customer, including their service history, preferences, and needs. It can help businesses to tailor their service and marketing efforts to meet the needs of individual customers, which can improve customer satisfaction and loyalty.
  5. Improved Collaboration: By integrating CSM with CRM, businesses can improve collaboration between service and sales teams. Service requests can be escalated to sales teams when opportunities arise, and sales teams can provide insights into customer needs and preferences to help improve service.
  6. Proactive Customer Service: By integrating CSM with CRM, businesses can implement proactive customer service strategies. CSM enables businesses to identify service issues before customers report them and resolve them quickly. It can help businesses to prevent negative customer experiences and improve overall customer satisfaction.

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