IDC MarketScape names ServiceNow a Major Player in telecom CX
The telecom industry is at a crossroads. Basic connectivity is increasingly viewed as a utility, and customers now have more choice than ever. Amid this shift, I’m excited to share that ServiceNow has been named a Major Player in the IDC MarketScape: Worldwide Customer Experience (CX) Platforms for Telecommunications 2025 Vendor Assessment.1
The report notes, “According to IDC's latest Telco Cloudification and Digital Transformation Survey, improving CX is telcos' No. 1 digital transformation investment.” Yet adding new channels or tools on top of fragmented systems doesn’t close the experience gap.
Organizations need a simpler, unified, AI-native foundation for telecom CX and operations. As the IDC MarketScape states, "These platforms must deliver advanced functionalities such as omnichannel engagement capabilities as well as seamless customer interactions across channels, including voice, SMS, social media, and chat. Leveraging AI and analytics is a core requirement and significant differentiator between suppliers.”
However, that front-end experience works only when it’s connected to the systems that run the business. Vendor integration with systems such as customer service, order management, billing, network monitoring, and inventory platforms is imperative.
This is where we believe the ServiceNow AI Platform shines—bringing together AI, data, and workflows on one platform to support cohesive, end-to-end customer and service operations.
A unified platform for the entire lifecycle
Customer journeys in telecom span sales, ordering, fulfillment, support, and network operations, yet these areas often run on separate systems. This fragmentation creates blind spots, slows resolution, and makes it difficult to modernize experiences.
Combined with our lead-to-order, order-to-activation, and case-to-resolution offerings, ServiceNow® Telecommunications Service Management and Sales and Order Management for Telecommunications enable operators to connect the entire journey across sales, fulfillment, service, and field execution—all on a governed data foundation and AI-ready architecture.
The IDC MarketScape states, “ServiceNow has a robust telecom portfolio with purpose-built workflows for customer service and network operations management on a single platform for customer experience.”
Customers are reaping results. BT Group consolidated 125 legacy service management tools. And Bell Canada is modernizing CRM and elevating CX in ways that make service easier and more responsive.
Closed-loop CX that continuously improves
Customers tell us they need to move beyond reactive support toward proactive, always-on service. This requires closing the loop across contact centers, field teams, and service and network operations so that CX improves continuously.
ServiceNow AI Agents help make this possible. They learn, reason, and act:
- Interpreting operational data
- Taking routine work off human agents’ plates
- Initiating the diagnostic and resolution steps that move issues forward automatically
This helps operators better anticipate and address customers’ needs at scale, 24/7—while freeing teams to focus on the complex, high-value interactions in which human connection matters most.
AI you can use your way
To help transform telecom, enterprise AI solutions must be flexible, trusted, and ready for demanding environments.
With ServiceNow, customers can use the AI models that best suit their needs, including our domain-specific large language models (LLMs), open-source options, or leading foundation models.
The IDC MarketScape assessment highlights this openness: “[ServiceNow] offers its own LLMs that are optimized for enterprises and telecom needs while enabling customers to integrate open source, telco-specialized, or partner LLMs.”
That flexibility extends to sales and commercial processes. Our acquisition of Logik.ai adds composable configure, price, quote (CPQ) capabilities that help operators maintain consistency and accuracy across the customer lifecycle.
We also embrace an open, standards-based architecture—including TM Forum Open API Gold certification and Ready for ODA status—to help operators reduce integration costs and future-proof their operations.
A modern foundation for AI-native operations
The CX leaders we work with are unifying AI, data, and workflows on one platform and using agentic AI to connect CX with service operations across front-, middle-, and back-office processes.
It’s an exciting time for the telecom industry. We’re thrilled to empower customers with a modern foundation for AI-native service operations to deliver experiences that are more connected, intuitive, and always improving.
Read excerpts from the IDC MarketScape report.
1 IDC MarketScape: Worldwide Customer Experience Platforms for Telecommunications 2025 Vendor Assessment, doc # US52580525, August 2025