How ServiceNow mines product usage insights to deliver greater value

At ServiceNow, closing a customer deal isn’t the finish line. It’s the starting point. Once a customer purchases a product, we want to know:

• How are they using the product?
• Are they getting the value they expected?
• How can we help them get even more from their investment?

That’s the driving force behind a companywide effort to better understand product usage. By making this data more accessible across ServiceNow, we can see what’s working, what’s not, and where there’s room to deepen adoption and build stronger relationships.

It’s also how we avoid shelfware—purchased functionality that sits idle. When our teams can clearly see usage patterns, they can help customers course-correct, discover underused features, and unlock more impact from what they already have.

Product usage through a new lens

“Understanding how customers actually use our products is key to our business,” says Suchi S., senior staff product manager. “We worked closely with our product, success, and sales teams to align on the purpose and built customer usage insights that uncover key patterns—where users succeed, where they stall, and where we have opportunities to deliver more value. These insights are a cornerstone for customer success, product roadmap decisions, and account growth strategies.”

Occasionally, customers use products differently from the way they were designed. “We sometimes joke that it’s like a customer buying a sports car and using it to tow an RV trailer,” says Vanina N., senior staff product manager. “They’re happy with how it works, but it’s not how the product was meant to perform. That’s where our teams step in to help guide them toward better solutions.”

Other times, the data tells a more transformational story. “You might see an account start off using just 20% of what they purchased,” Vanina continues. “A year later, they’re using nearly everything. It’s incredibly rewarding to know your work helped turn things around.”

Data that tells a better story

For account executives, usage data isn’t just helpful—it’s essential. “I wouldn’t be able to do my job without it,” says Matt K., account executive. “I work with financial services clients, and I’m always looking for usage patterns. Those insights help me tell meaningful, data-driven stories.”

Those stories often spark new connections. “If I see strong AI usage in one account, I can take that to another customer with similar needs and show them what’s possible,” he adds. “They always ask what their peers are doing. This helps answer that and gets people excited.”

Trust, growth, and leadership

The impact of this work goes beyond customers. It’s also helping ServiceNow employees grow in their careers.

“I’ve had four different roles in my six-plus years here, and I’m really grateful for that kind of internal mobility,” says Jackie B., area vice president of the ServiceNow Inspire Value program in the Americas. “What I love about my role now is helping our customers dream bigger and create amazing experiences. All the different roles I’ve had have helped me think outside the box—not just for us, but for them.”

Now helming a team of 60, Jackie says her passion lies in people-centric leadership. “I’ve had great managers who really modeled that for me,” she explains. “A lot of the work we do is empathy and problem-solving. I personally get so much energy from seeing how people show up and succeed…all in service to our customers."

Although her background is in economics and data, Jackie is focused on relationships. “When we democratize usage data and help customers understand their adoption and ROI [return on investment], we stop being just a vendor,” she says. “We become a partner they trust. It’s how we move from being transactional to embracing real connection.”

Built together with the future in mind

That sense of purpose is shared across the teams working on the product usage initiative, where collaboration has been key.

“Getting alignment across various functions takes effort and can seem daunting,” Suchi says. “But everyone brings a different perspective. These perspectives add critical context to what matters. This helps us create true transformative, cross-functional solutions that drive long-term value and growth.”

Our teams have built customer business review AI agents that use product usage data and AI to autogenerate personalized customer value stories. And we have much more planned in this space.

“We’re adding customer next-best actions and more,” Suchi says. “This excites me the most, as now we are not talking about customer usage insights as just data points—but using them with AI to power next-gen strategic tools and strategies that create real customer and business impact.”

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