Web embeddables extend ServiceNow CRM self‑service into any website using secure, low‑code components—driving higher self‑service adoption, faster resolution, and lower operational complexity.
ServiceNow Web embeddables enable organizations to deliver seamless CRM self‑service directly within their existing websites—eliminating the need for separate customer portals. With no/low‑code configuration, secure authentication, and fully responsive web components, organizations can embed case management, knowledge, service catalog, data visualizations, and guided playbook experiences into any third party website.
By keeping customers in a familiar, branded environment, Web embeddables reduce friction, increase self‑service adoption, and accelerate resolution—all while maintaining real‑time connectivity to ServiceNow data. Components are centrally hosted and automatically upgraded, lowering long‑term maintenance costs and simplifying operations for both business and technical teams.
Designed for B2B, B2C, B2B2C, and public sector organizations, Web embeddables provide a modern, scalable approach to consolidating customer experiences and transforming self‑service into a cohesive, app‑like journey—without rebuilding new websites or standing up new portals.
New in the Australia March release, Web embeddables brings Case Management, Service Catalog, Playbooks, Knowledge, data visualization and more to any organization’s website to increase customer engagement in one seamless experience.
What are Web embeddables?
Web embeddables are standards-based web components that can be configured using no/low-code properties. Each component is embedded using generated Global code that handles authentication, theming, and initialization, and component code for each specific web component on the page.
All web components are fully responsive and adaptive to mobile, tablet, and desktop layouts, ensuring a consistent experience across any device.
Authentication is handled securely via OpenID Connect (OIDC) for single sign-on, or via JWT tokens for non-OIDC environments. Customers are authenticated to ServiceNow the moment they log into the host website, with no separate login screen required. Guest users also have access to knowledge articles and Service Catalog items where access has been given to unauthenticated users.
Why should organizations implement Web embeddables?
The benefits include:
- Seamless customer experience: Customers interact with case management, knowledge, and catalog without ever leaving the branded site, resulting in no portal switching, or context loss.
- Brand consistency: Every component inherits the chosen module theme, ensuring the ServiceNow experience feels native to the website's look and feel.
- Low-code configuration: Business users or administrators configure components with point-and-click properties, generate embed code with a single button, and hand off two code snippets to the web development team.
- Real-time data: Every component communicates live with the ServiceNow instance with case lists that refresh automatically, form submissions to create records instantly, and knowledge articles always reflect the latest published content resulting in fewer cases and faster resolution.
- Easy upgrades: Since components are hosted and versioned within ServiceNow, updates to functionality are delivered automatically without requiring website redeployment for lower maintenance costs.
- Cross-component interactivity: Components on the same page can communicate with each other. For example, when a user clicks on a status segment in a Data Visualization donut chart, it can automatically filter the Case List component on the same page and create a genuinely dynamic, app-like experience.
Web component library
Every web component is configurable with properties, event handlers for custom interactions, and includes a static preview option during setup. The following components are available today:
|
Component |
Description |
|
Case Create |
A case intake form that enables customers to submit new cases directly from their organization’s website, capturing details like product, description, urgency, and more. Includes configurations for confirmation message with reference number, navigation buttons, and more. |
|
Case List |
A real-time, filterable table of cases, showing case number, status, description, and timestamps. Supports configurable columns, queries, sorting, search, and pagination. Can display records from any extended case or task table. |
|
Case View |
A full case detail view with activity stream, attachments tab, related lists, and an optional playbook process tab. Customers can add comments and see every update — agent notes, attachments, and status changes — in one place. |
|
Catalog Item |
A display of a specific service catalog item as an inline request form. After submission, a confirmation page displays the reference number and navigation options. Ideal for placing targeted service requests on product or support pages. |
|
Catalog Browse |
A full catalog browsing experience that lets customers search and browse items across multiple catalogs and categories, with quick links for recently requested and popular items. Supports dynamic content types including knowledge articles, external URLs, and playbook-driven intake flows. |
|
Knowledge Article View |
A display of a single knowledge article with title, content, author, read time, view count, ratings, and language selector. Supports article rating, feedback, and multilingual switching. When the Knowledge Base is configured with appropriate user criteria, unauthenticated (guest) users can access public articles — making this a powerful tool for contact deflection before a customer even logs in. |
|
Data Visualization |
A graphical representation of any ServiceNow table data, supporting single score, pie chart, donut, and semi-donut chart types. Ideal for customer dashboards showing case status summaries or SLA metrics. (Requires Professional license or higher.) |
|
Playbook Intake |
A guided case submission experience powered by ServiceNow Playbooks. Systematically captures case details through structured stages and activities, with configurable horizontal or vertical stage orientation. (Requires Professional license or higher.) |
|
Object List |
A versatile list component that displays records from any ServiceNow table with full support for sorting, filtering, inline editing, bulk actions, nested row hierarchies, and pagination. Useful for order history, interaction logs, or any structured record set. |
|
Custom |
Optionally, organizations can create new web components using ServiceNow’s UI Builder for capabilities unique to the organization. |
Guest/unauthenticated access: The Knowledge Article View component can serve unauthenticated visitors when the underlying Knowledge Base is configured to allow public access via User Criteria.
⚠️ Admin tip: Public knowledge access requires careful User Criteria configuration. Review “Can Read” and “Cannot Read” rules before enabling guest visibility.
For Catalog Item access, catalog items must be made available to "Any User" via User Criteria settings to enable unauthenticated submission. See Configuring Knowledge Management and Configuring Service Catalog documentation for details.
Ready to get learn more and get started?
Check out the Community posts starting with the Web embeddables Overview with videos to get you started. Next, drill into the details of each web component with these YouTube videos and review the full Web embeddables documentation and the CRM Release Notes for the latest capabilities.
Get started!
