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2 hours ago
Messaging in ServiceNow CSM
An overview of messaging channels in ServiceNow, such as WhatsApp, and how they support conversational customer engagement.
Overview
ServiceNow provides robust messaging integrations that enable organizations to engage with customers over popular messaging apps and SMS. Through these channels, end users can chat with ServiceNow Virtual Agent or live support agents using the apps they already use, such as SMS text messaging, WhatsApp, Facebook Messenger, LINE, and Apple Business Chat. This omnichannel approach allows customers to reach support on their own terms, even outside of a traditional web portal.
Conversations over messaging are asynchronous, meaning users and agents can communicate at different times and resume conversations where they left off instead of needing a continuous live chat session. Overall, ServiceNow messaging capabilities bring support to the user preferred device, providing a seamless experience across multiple channels.
Under the hood, these messaging integrations leverage ServiceNow Virtual Agent and Agent Chat frameworks. A customer message from an external app is routed into ServiceNow, where a Virtual Agent can respond or escalate the conversation to a human agent. Agents use ServiceNow Agent Workspace to handle incoming messages from all channels in one place. Context and history are preserved when transferring from a bot to a live agent, ensuring a smooth handoff.
SMS Messaging
SMS messaging allows customers to interact with ServiceNow using standard text messages, making it one of the most accessible messaging channels available. ServiceNow supports SMS messaging through Twilio as the integration provider, enabling customers to initiate conversations, receive automated responses from Virtual Agent, and continue the interaction with a live agent if needed.
SMS is commonly used for transactional and time sensitive communication, such as status updates, alerts, appointment confirmations, and simple service requests. Because SMS does not require a smartphone app or internet connection, it is particularly effective for reaching a broad user base.
Typical use cases
- Receiving case or order status updates via text
- Submitting simple service requests through SMS
- Conversational support for quick questions or follow ups
- Proactive notifications for outages, delays, or confirmations
WhatsApp Messaging
WhatsApp is a widely adopted messaging platform and a key channel for customer engagement, particularly in regions where it is the primary communication tool. ServiceNow supports WhatsApp today through a Twilio based integration. A native WhatsApp integration is planned and coming soon.
Common capabilities include
- Customer initiated conversations
- Virtual Agent guided flows
- Seamless handoff to live agents
- Rich messaging experiences
WhatsApp is often used for higher engagement conversations that benefit from persistent history and a familiar user experience.
Facebook Messenger
Facebook Messenger enables organizations to provide support directly from their Facebook presence using ServiceNow conversational capabilities.
This channel is commonly used for
- Social customer service interactions
- Automated responses through Virtual Agent
- Live agent takeover for more complex scenarios
Facebook Messenger is particularly effective when customers expect support directly from a brand social channels.
LINE Messaging
LINE is a primary messaging channel in several Asian markets and is supported in ServiceNow for conversational engagement.
Typical scenarios include
- Region specific LINE first support strategies
- Automated self service interactions
- Interactive conversational messaging
LINE enables organizations to meet customers where they already communicate, while maintaining consistent service processes.
Apple Messages for Business
Apple Business Chat allows customers to engage with organizations using the native Messages app on Apple devices.
Key characteristics include
- Premium customer experiences on iOS
- Guided secure interactions
- Smooth transitions from bots to live agents
This channel is often used for high value customer interactions where experience and trust are critical.
Additional Resources
Best practices
- Conversational messaging for CSM process workshop presentation
- Conversational messaging for CSM starter stories
Documentation
