ServiceNow Contact Center integration framework

navyapandiri · an hour ago

Contact Center Integration Framework

Next-generation framework for seamless, native CCaaS integration with unified experiences across all channels

NEW: Launched March 2025 (Q1 Yokohama Release)

The Contact Center Integration Framework represents a fundamental reimagining of how ServiceNow integrates with CCaaS platforms. Moving beyond embedded CTI, this framework delivers truly unified experiences where ServiceNow becomes the single pane of glass for agents while seamlessly leveraging the specialized capabilities of leading contact center providers.

Launched in March 2025, this framework eliminates fragmented routing, inconsistent agent experiences, and siloed reporting—delivering orchestrated experiences across customers, agents, and supervisors.

📺 Watch the Overview

Get a comprehensive overview of the Contact Center Integration Framework in this video presentation.

▶ Watch Framework Overview →

The Challenge: Fragmented Experiences

Despite the progress made with the Voice Framework, three critical gaps remained:

❌ Fragmented Routing

Two independent routing engines making decisions based on channel origin, reducing agility during volume spikes.

❌ Inconsistent Agent Experience

Different workflows for voice vs. digital channels, requiring agents to remember multiple interfaces and processes.

❌ Siloed Reporting

Interaction data split between platforms, preventing accurate forecasting, scheduling, and unified analytics.

The Impact on Business

Customer experience is now the #1 brand differentiator—more important than pricing or product
Customers are 4x more likely to churn due to poor customer experience than any other reason
90% higher satisfaction when issues are resolved on first interaction
Fragmented systems create "human middleware" instead of intelligent automation

The Solution: Orchestrated, Unified Experiences

The Contact Center Integration Framework brings together the best of both platforms through intelligent orchestration:

✓ Framework Design Principles

ServiceNow Strengths

Single pane of glass for agents
CRM platform and customer data
Workflow orchestration across enterprise
Digital channels and AI capabilities
System of action and case management

CCaaS Strengths

Unified routing across all channels
Cloud telephony and voice infrastructure
Specialized quality management
Workforce engagement management
Journey orchestration capabilities

Key Innovation: Where capabilities overlap (digital channels, AI, chat), customers have seamless choice. No matter which platform provides the channel, agents experience consistent native workflows.

Three Pillars of Integration

The framework addresses the three critical gaps with comprehensive solutions

🎯 Pillar 1: Unified Routing on CCaaS

Consolidate ALL routing decisions—voice AND digital channels—on the CCaaS platform, eliminating fragmented routing engines.

How It Works

ServiceNow cases, chats, or messaging interactions that require live agent assistance are sent to the CCaaS platform
ServiceNow AWA queues have "external" flag configured, linking to CCaaS routing parameters
AWA creates a copy of the work item and inserts it into the CCaaS queuing system
CCaaS routing engine evaluates context, skills, and business rules to make routing decision
Once routed, the work item appears in the ServiceNow agent inbox for handling
All routing policies, queues, and skills are maintained in ONE platform (CCaaS)

✓ Benefits:

Operational Agility: Quickly adjust staffing during volume spikes without managing two systems
Cost Savings: Reduce administrative overhead by maintaining routing in one place
Simplified Management: Single platform for queue management, skill assignments, and routing policies

📋 Note: Skills, queues, and wrap-up codes are sourced from CCaaS. ServiceNow maintains a synced copy using the Contact Center Admin Console for seamless automation.

👨‍💼 Pillar 2: ServiceNow as Single Pane of Glass

Agents work entirely within ServiceNow Configurable Workspace with consistent, native experiences across ALL channels—regardless of origin.

Universal Inbox

All interactions—ServiceNow cases, chats, voice calls from CCaaS, CCaaS callbacks, voicemails—delivered in ONE unified inbox.

Result: No more switching between workspaces. Agents see all work in one place.

Native Call Controls

Voice interactions display call controls directly within the ServiceNow interaction page—no embedded CTI window needed.

Available Controls:

Mute/Unmute Hold/Unhold Consult Transfer Blind Transfer Conference End Call

Result: Voice feels like a native ServiceNow channel, not a third-party add-on.

Native Wrap-Up Experience

Consistent post-interaction wrap-up across ALL channels with automatic population of wrap-up codes from CCaaS.

Features:

Wrap-up modal auto-populates after interaction ends
Wrap-up codes fetched from CCaaS or configured in ServiceNow
Optional timer enforcement
Consistent experience whether voice, chat, case, or callback

🚀 Coming Soon: AI-powered wrap-up that automatically generates wrap-up codes and notes from transcripts.

Native Chat Experience for CCaaS Channels

CCaaS-originated chats (web chat, WhatsApp, SMS) appear as native ServiceNow chats with full context and tools.

Result: Agents can't tell the difference between ServiceNow chat and CCaaS chat—it's all just "chat."

Callbacks & Voicemails in Inbox

CCaaS callbacks and voicemails delivered in ServiceNow inbox with context, customer info, and action panels.

Callback Features:

Customer retains queue position while requesting callback
Agent sees callback context before initiating call
Select customer phone number and initiate outbound call
Full call controls once connected

Voicemail Features:

Voicemail player embedded in interface
AI-generated transcript and summary
Agent reviews before returning call

Extensible UI & Embedded Components

CCaaS providers can embed their specialized tools and components directly within the ServiceNow workspace—no more limited CTI real estate.

What Can Be Embedded:

Workforce Engagement Management: Scorecards, leaderboards, schedules
Quality Management Tools: Real-time quality monitoring
Agent Stats & Settings: Queue activation, station settings
Journey Orchestration: CCaaS-specific journey tools
AI & Analytics: Provider-specific AI assistance
Custom Tools: Any component agents need

✓ Genesys Example: Embedded WEM module allows agents to view scorecards, leaderboards, and schedules without leaving ServiceNow.

Framework Benefit: CCaaS providers control what they embed and when, evolving integrations over time.

📊 Pillar 3: Unified Reporting & WFO/WEM

As a direct result of unified routing and the universal inbox, both ServiceNow and CCaaS platforms now have complete interaction data across ALL channels—eliminating the reporting and analytics gap.

The Problem Before

Previously, interaction data was split based on channel origin:

Voice and CCaaS digital channels → Only in CCaaS reporting
ServiceNow cases and chats → Only in ServiceNow reporting
WFO/WEM systems lacked complete channel data
Inaccurate forecasting and scheduling due to incomplete data
Supervisors managed two separate dashboards

✓ The Solution Now

Because all channels route through a single platform and are handled in the ServiceNow inbox:

Both platforms receive complete interaction data across ALL channels
ServiceNow WFO has voice data from CCaaS for complete forecasting
CCaaS WEM has ServiceNow case/chat data for comprehensive scheduling
Unified dashboards show metrics across all channels in one view
Accurate forecasting based on complete historical data
Precise scheduling with full visibility into all work types

Real-World Impact

For ServiceNow WFO:

Now includes voice interaction data from CCaaS, enabling accurate agent capacity planning across ALL channels, not just digital.

For CCaaS WEM:

Now includes ServiceNow case and chat data, providing complete view for workforce engagement management and quality monitoring.

Example: Genesys WEM Integration

Because ServiceNow cases and chats now route through Genesys (unified routing), Genesys WEM has ALL interaction data. This powers accurate scheduling, forecasting, and quality management across voice AND digital channels—something that wasn't possible before.

Contact Center Admin Console

Seamless synchronization of queues, skills, and wrap-up codes between CCaaS platforms and ServiceNow.

Purpose

While the CCaaS platform is the "source of truth" for queues, skills, and wrap-up codes, ServiceNow needs a synced copy for:

Initial skill determination when interactions originate on ServiceNow
Transfer to queue functionality during live interactions
Wrap-up code dropdown population
Reporting and analytics

How It Works

Navigate to Contact Center Admin Console in ServiceNow
Select "Import from CCaaS Provider"
Automatic sync pulls all queues, skills, and wrap-up codes
Maintain assignments in CCaaS—ServiceNow stays synchronized

✓ Benefit: Zero manual work. No duplicate entry. Single source of truth in CCaaS.

Presence Synchronization

Bi-directional presence sync ensures both platforms coordinate agent availability for optimal routing.

Why It Matters

When agent changes status in ServiceNow (Available, Away, Break), CCaaS platform needs to know. When CCaaS changes agent presence, ServiceNow needs to update. Synchronized presence prevents routing conflicts.

How It Works

Framework provides APIs for real-time presence sync. When agent logs into ServiceNow workspace, they're also logged into CCaaS. Status changes immediately reflected in both systems.

Integration Architecture

Voice Call Flow

Customer initiates call → Lands in CCaaS IVR
IVR interaction → Can access ServiceNow operation handlers for personalization and automation
If live agent needed → CCaaS routing makes decision, calls ServiceNow AWA assignment API
AWA presents call → Appears in ServiceNow inbox with full context
Agent accepts → Native call controls appear, interaction record screen pops
During call → CCaaS streams real-time transcription to ServiceNow
Call ends → Wrap-up modal auto-populates with CCaaS codes
Post-call → Now Assist generates summary from transcript

ServiceNow Digital Channel (Case/Chat) Flow

Customer initiates case or chat → Enters ServiceNow self-service
AI attempts deflection → Virtual agent tries to resolve
If escalation needed → Work item goes to ServiceNow AWA queue with "external" flag
AWA sends to CCaaS → Copy inserted into CCaaS queuing system
CCaaS routing decision → Based on skills, availability, business rules
CCaaS calls AWA → Assignment API to deliver to agent inbox
Agent accepts → Native ServiceNow case/chat experience with full context
Interaction ends → Native wrap-up experience

CCaaS Digital Channel (Chat/Callback) Flow

Customer initiates CCaaS chat → Enters CCaaS chatbot
CCaaS bot attempts deflection → Access to ServiceNow data for personalization
If escalation needed → CCaaS routing makes decision
CCaaS calls AWA → Assignment API to deliver to ServiceNow inbox
Agent accepts → Native-like chat experience in ServiceNow (third-party chat adapter framework)
Chat ends → Native wrap-up, transcripts available for AI summarization

Benefits by Persona

👤 Customers

Consistent experience across all channels
No need to repeat information
Optimized journey orchestration
Faster issue resolution
Proactive service through integrated platforms

👨‍💼 Agents

Truly unified desktop—one workspace, one inbox
Consistent experience across all channels
Reduced handle times with AI assistance
No tool toggling or context switching
Access to both ServiceNow and CCaaS tools

📊 Supervisors

Operational cost savings through unified routing
Reduced operational overhead
Consolidated analytics across all channels
Accurate forecasting with complete data
Agile staffing adjustments during volume spikes

🏢 Business Owners

Continuous CX optimization
Leverage best-in-class capabilities from both platforms
Future-proof architecture
Strategic flexibility and choice
Faster time to value

Supported CCaaS Providers

✓ Available Now (Q1 2025)

Genesys Cloud

First CCaaS partner with certified applications on ServiceNow Store

🚀 Coming Q1 2026

Five9

NICE CXone

3CLogic

Amazon Connect

Actively developing integrations, targeting end of year launch

📅 Future Roadmap

Zoom

Vonage

Cisco (ongoing discussions)

Safe Harbor: Roadmap items are subject to change. Contact your ServiceNow representative for latest information.

Implementation

🎓 ServiceNow University Course

Take the comprehensive course on implementing the Contact Center Integration Framework with Genesys reference implementation.

Take the Course →

📖 Implementation Guides

Comprehensive step-by-step guides for implementing the Contact Center Integration Framework.

Genesys Cloud Implementation

Joint ServiceNow and Genesys guide covering all framework capabilities including unified routing, native controls, admin console, and embedded components.

Includes:

Architecture overview
Core installation (ServiceNow & Genesys steps)
Feature-by-feature enablement
Testing and troubleshooting

View Genesys Guide →

For CCaaS Partners

Technical guide for CCaaS providers building integrations using the Contact Center Integration Framework. Includes API references, adapter development, and certification.

Covers:

Framework APIs and endpoints
Adapter development guidelines
Certification requirements
Best practices and patterns

View Partner Guide →

💡 Tip: Implementation guides are jointly maintained by ServiceNow and CCaaS partners, ensuring accurate steps for both platforms with clear labeling of where each configuration occurs.

When to Choose This Framework

✓ Ideal For

Organizations wanting the most native, unified experience
Voice as a primary or high-volume channel
You want native call controls in ServiceNow UI
You want consistency in experience across all channels
You want one universal inbox irrespective of where the channel originates (CCaaS or ServiceNow)
Need for unified routing across ALL channels
Desire to consolidate routing management on CCaaS
You want to maintain skills, queues, routing policies in one place (CCaaS platform with ServiceNow admin console for syncing)
Maximum flexibility in channel and AI choices
Leveraging CCaaS specialized capabilities (WEM, journey orchestration)
Future-focused, cutting-edge architecture

ℹ️ Consider Voice Framework If

Voice-only integration needs (having other channels from CCaaS is supported as well)
Organizations with one of the certified CCaaS providers
Deployments where embedded CTI is acceptable
Voice as a supplemental channel to ServiceNow digital channels
Proven, mature framework requirements
Implementations needing wide CCaaS provider support
Organizations wanting optional unified routing via AWA

→ See Voice Framework page for comparison.

Ready to Implement the Contact Center Integration Framework?

Explore implementation guides or compare with other integration options

Genesys Implementation Guide → Compare with Voice Framework → Back to CCaaS Integrations →