ServiceNow Customer Relationship Management: Winning the market with AI-powered platform

ServiceNow Customer Relationship Management (CRM) takes your customer service to the next level while controlling operating costs with AI-Powered self-service. Key benefits include:

• Using ServiceNow Responsible AI to streamline the flow of work within your customer operation teams.
• Equipping your agents with GenAI infused tools to quickly resolve customer requests.
• Engaging your customers by using their preferred communication channels.

Let’s figure out details with Novabridge!

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Overview of Customer Relationship Management

Customer Service Management or CRM is a system for organising, maintaining, and retrieving relevant customer information in real time. It gives marketers and sales professionals an up-to-date, holistic view of each individual customer, leading to better customer lifecycle management.

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How CRM impacts sales

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Strong customer relationships are the cornerstone of business success, and CRMs play a vital role in nurturing them. According to a ServiceNow Customer Relationship Management Statistic, by prioritising the customer journey, CRMs empower service teams to enhance customer satisfaction, boost retention rates, and drive higher sales.

• 69% of customes say they're likely to switch brands based on a poor customer service experience.
• 84% of customers say they're likely to recommend a brand based on great customer service.
• More than 74% of businesses recognise that a consolidated view of customer information is crucial for organisations to deliver optimal customer experiences.
• Using a CRM can help boost conversions by 300%.
• Nearly half (47%) of CRM users report a significant boost in customer satisfaction thanks to CRM technology.
• While 70% of organisations use CRM for customer service, a significant portion also leverage it for B2B marketing and sales automation (64%) and field service (62%), showcasing its departmental reach.
• Nearly two-thirds of businesses that used mobile CRM hit their sales quotas, compared to only 22% of companies that hit quotas without having a mobile CRM.

Key CRM trends in organisations

The CRM scene is constantly changing to help businesses make better use of their customer data. As customers become more particular about what they want, companies need to adjust their approaches to stay competitive. Whether you're running a paid CRM or going with an open-source option, fresh trends and new tech are influencing how we utilise these systems.

• 98% CRM purchasers put sales automation features at the top of their shopping list.
• CRM uptake is pretty solid, with roughly 90% of medium-sized businesses running some form of CRM system.
• Putting money into CRM can deliver an average return of $8.71 for every dollar you put in.
• In today's cut-throat market, 92% of businesses reckon CRM software is crucial for hitting their revenue targets.
• Nearly 73% of companies use CRM to build stronger relationships with customers and keep tabs on their interactions.
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AI is changing CRMs, but using AI responsibly is still the key

AI is now being built into CRMs to organise data and monitor customer journeys. This sophisticated functionality can deliver better workflows and processes to help companies cut costs and save time, but responsible AI is absolutely essential.

• 27% of business leaders reckon AI is the feature that's doing the most to reduce customer hassle.
• AI could potentially organise up to 90% of the existing data sitting in CRMs.
• Companies that use AI in their CRM systems are seeing an average 44% increase in lead generation.
• A whopping 91% of data in CRM systems is patchy, made worse by 18% being duplicated and 70% going stale each year. Generative AI tools can help spot these data issues quickly.
• Up to half of all CRM processes could potentially be automated using AI.
• One in five businesses see AI as a way to get the most bang for their buck from their CRMs.
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To know more about how to use AI smart and responsibly, take a look on AI spectrum in digital transformation in ANZ and ServiceNow Responsible AI offerings across ANZ enterprise.

ServiceNow Customer Relationship Management - A unified, AI-powered platform

While traditionally known for IT Service Management (ITSM) and IT Operations Management (ITOM), ServiceNow is now positioning itself as a comprehensive, AI-powered CRM platform that aims to disrupt the market.

Launched at the Knowledge 2025, the new ServiceNow Customer Relationship Management platform enables businesses to "sell, execute and serve on a single platform", cutting through the disconnection between traditional applications by integrating ServiceNow Responsible AI, data and automated workflows.

ServiceNow Responsible AI

ServiceNow Responsible AI is highly regarded for its responsibility, transparency and effectiveness. More than just ordinary chatbots, they're designed to self-orchestrate processes: from receiving requests, retrieving relevant information, delivering appropriate actions, and only escalating to staff when complex evaluation is needed.

Benefits: This helps reduce the burden on customer service teams, speeds up response times and minimises human error. With built-in control mechanisms, businesses can confidently deploy AI without worrying about ethical risks, compliance or security concerns.

ServiceNow AI Control Tower

To manage this AI system, ServiceNow launched AI Control Tower – a comprehensive AI activity monitoring centre that helps businesses track effectiveness, ensure compliance and detect risks early.
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Benefit: When integrated into the CRM system, AI Control Tower isn't just a control tool, but also a central operating brain that helps businesses monitor all customer interaction activities, from AI agents to human agents. This ensures every decision is made based on accurate data, following proper policies, whilst improving performance and service quality over time.

ServiceNow AI Agent Fabric

Meanwhile, AI Agent Fabric allows connection of ServiceNow Responsible AI agents with external systems using open-source technologies from Anthropic PBC and Google LLC (such as Microsoft Azure OpenAI or Google Vertex AI), creating intelligent workflow streams that extend across the entire enterprise.

Benefit: It creates a flexible and easily scalable infrastructure, allowing businesses to maximise existing AI resources without needing to change the entire system. From there, organisations can quickly build interconnected processes between departments, connect with external partners and deploy multi-platform customer experiences. Everything is intelligently orchestrated within the same ServiceNow environment.

ServiceNow Workflow Data Fabric

Instead of transferring information back and forth between email, ERP systems and support software, ServiceNow provides real-time access to source data, ensuring consistency and security through "zero-copy" architecture – part of the Workflow Data Fabric architecture.

Explore technical details with “From Zero-Copy to the AI-first ServiceNow Customer Relationship Management platform” article!

Benefit: Front-line teams can grasp the complete customer picture with just one view: from support tickets, orders to chatbot interactions. According to analyses, businesses with well-connected customer data have 35% higher retention rates and process transactions 25% faster, thereby enhancing customer experiences that outperform competitors. This is precisely the competitive advantage that ServiceNow Customer Relationship Management provides as a default standard.

Power your system with these custom ServiceNow CRM products

Specifically, the specialised products dedicated to ServiceNow Customer Relationship Management that managers can reference immediately include:

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Customer Service Management

ServiceNow Customer Service Management (CSM) connects people, data, and processes in one system of action with CSM. It delights customers with AI-powered workflows and AI agents. Enable self-service, resolve requests faster, and increase customer satisfaction while reducing costs.

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Benefits:

• Accelerate customer self-service:
  Deflect calls and increase satisfaction by enabling customers to self-serve answers and actions via an AI-powered conversational chat.
• Boost agent capacity and productivity:
  Integrate AI agents for repetitive tasks, allowing teams to focus on complex high-value cases. Save time with AI-generated case histories, summaries, and suggested resolutions.
• Speed up resolution time:
  Drive faster resolutions with AI-powered insights and end-to-end case visibility.

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Field Service Management

ServiceNow Field Service Management drives technician productivity, optimises scheduling across technicians and crews, and ensures teams have the right parts to complete the job on the first visit.

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Benefits:

• Empower dispatchers and technicians:
  Use AI to scale resources, upskill teams, and free up productivity time for your workforce.
• Optimise scheduling and dispatch:
  Automate work orders, improve work planning, and simplify crew management.
• Streamline operations and service delivery:
  Reduce truck rolls and eliminate silos with unified field and customer service.

Sales and Order Management

ServiceNow Sales and Order Management seamlessly manages opportunities, configure and price quotes, and captures and fulfill orders.

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Benefits:

• Launch products and services quickly:
  Create and manage complex products, bundles, and combined offerings for products and services efficiently.
• Automate sales and order fulfillment:
  Streamline your revenue cycle with our unified platform, driving efficiency from lead to renewal.
• Enhance customer lifecycle visibility:
  Improve customer experiences and increase cross-sell and upsell opportunities through better visibility across the customer lifecycle.

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Novabridge – Local advantage in global strategy

In Australia and New Zealand, where many large organisations are facing comprehensive digitalisation needs, the demand for integrating customer service with data and AI is becoming increasingly urgent, particularly in the finance, government and healthcare sectors.

As a ServiceNow Elite Partner in ANZ, Novabridge has successfully implemented many major projects at leading federal organisations and enterprises. With 100% of our team being Certified ServiceNow Technical Architects currently spread across Sydney, Canberra, Melbourne, Perth, Brisbane to Wellington, Auckland, Novabridge brings together technical expertise and local knowledge – a key factor for sustainable digital transformation.

Particularly, Novabridge is currently implementing transformation programmes from legacy system replacement, industry-specific customisation, to AI strategy consulting and ensuring local regulatory compliance.

Novabridge's experience in implementing systems for government sectors – where security and data sovereignty requirements are extremely strict – provides absolute peace of mind for private enterprises during AI-integrated CRM platform implementation.

Enhancing Customer Support for the Australian National Health and Medical Research Council with ServiceNow by Novabridge - Discover our real-world case study now!

Conclusion

From a strategic perspective, ServiceNow Customer Management is laying the foundation for a new generation of CRM where data, processes and Responsible AI blend together to create superior customer experiences. For large-scale organisations, the question is no longer "should we invest", but "how to invest effectively".

And the answer lies in the implementation partner. With extensive successful ServiceNow implementation experience, deep understanding of the ANZ market, and continuous updates following ServiceNow's global strategy, Novabridge is the ideal partner to realise that vision.

FAQ

1. How does ServiceNow Customer Relationship Management differ from traditional CRM?

ServiceNow CRM isn't just a customer information storage tool – it's a comprehensive platform that integrates Responsible AI, real-time data and automated workflows. Businesses can handle the entire sales, support and operations process on a single system, instead of using disconnected, poorly integrated software like before.

2. What benefits does ServiceNow Responsible AI bring to customer service teams?

ServiceNow Responsible AI helps automate routine requests, quickly retrieve data and support contextual decision-making. This enables support staff to resolve issues faster, reduce processing pressure and improve customer satisfaction, whilst businesses maintain control over AI ethics and information security.

3. How can businesses monitor AI activities in CRM?

Through ServiceNow AI Control Tower, businesses can monitor, measure and control all AI agent tasks within the CRM system. This feature provides visual dashboards, ensuring AI decisions always comply with regulations, align with internal policies and achieve high performance.

4. Can ServiceNow integrate with other AI systems?

Yes. With AI Agent Fabric, ServiceNow CRM can connect with leading AI platforms like Microsoft Azure OpenAI or Google Vertex AI, thereby extending intelligent processes beyond the ServiceNow ecosystem. This helps businesses flexibly apply AI according to their own strategy without needing to change the entire infrastructure.

5. What role does Novabridge play in ServiceNow CRM implementation in ANZ?

As an Elite ServiceNow Partner in Australia and New Zealand, Novabridge has a team of certified technical architects across the region. They lead in implementing ServiceNow Customer Relationship Management at large enterprises and government organisations, ensuring implementation processes are effective, compliant and optimised for each industry.