About CRM

Release version: Australia

Updated April 28, 2026

2 minutes to read

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Summary of About CRM

ServiceNow's Customer Relationship Management (CRM) applications provide a unified platform to manage customer interactions, service requests, field operations, and order fulfillment throughout the entire customer lifecycle. These applications integrate people, processes, and data to offer a shared customer view and coordinated workflows across teams. Built on the ServiceNow AI Platform with a common data model, CRM enables seamless customer context sharing without duplication or manual synchronization.

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Key CRM capabilities include case and work order management, workflow automation, self-service tools (portals, virtual agents, knowledge bases), AI-assisted agent tools (recommended actions, case summarization, predictive routing), and configurable workspaces and playbooks to support consistent and efficient customer service processes.

Benefits

Connect front, middle, and back-office teams for end-to-end issue tracking and resolution without manual handoffs.
Provide agents and field technicians with comprehensive customer information including account history, active cases, entitlements, and installed products.
Reduce support contact volume and resolution time using self-service options and automated workflows.
Manage the entire product sales lifecycle—from lead to order fulfillment and contract renewal—on a single platform.
Extend CRM capabilities with industry-specific workflows and data models for telecommunications, financial services, healthcare, government, and technology sectors.

CRM Products and Solutions

Customer Service Management: Manage customer cases and automate workflows while providing agents with necessary tools and system visibility to deliver proactive support. It connects all relevant teams to track, escalate, and resolve issues efficiently.
Field Service Management: Manage on-site service requests with automated scheduling, mobile task access, and real-time work order tracking, connecting dispatchers, managers, and field technicians.
Sales CRM: Oversee the full sales lifecycle from leads and opportunities to quote generation, order capture, fulfillment, and post-sales contract management.
Industry Solutions: Prebuilt workflows, data models, and case types tailored to specific industries such as Financial Services, Healthcare and Life Sciences, Manufacturing, Public Sector, Retail, and Telecommunications, Media, and Technology.

Use the Customer Relationship Management (CRM) applications on the ServiceNow platform to manage customer interactions, service requests, field operations, and order fulfillment across the full customer lifecycle. Whether you are starting or expanding a CRM implementation, learn more about the available products, features, and workflows that can help your organization deliver consistent, connected customer experiences.

Overview of CRM

The ServiceNow CRM applications bring together the people, processes, and data involved in serving customers, giving every team a shared view of the customer and the workflows needed to act on it. Because all CRM applications share a common data model on the ServiceNow AI Platform, customer context flows across teams and systems without duplication or manual synchronization.

Case and work order management to track customer issues, service requests, and field tasks from creation to resolution.
Workflow automation to assign work, trigger notifications, and coordinate tasks across front, middle, and back-office teams.
Self-service tools including portals, virtual agents, and knowledge bases that enable customers to resolve issues independently.
AI-assisted agent tools such as recommended actions, case summarization, and predictive routing that help agents work more efficiently. Agents direct and remain accountable for the use of AI features.
Configurable workspaces and playbooks that surface the right information and guide agents through consistent processes.

Benefits

Connect front, middle, and back-office teams so that customer issues can be tracked and resolved across departments without manual handoffs.
Provide agents and field technicians with a complete view of the customer, including account history, active cases, entitlements, and installed products.
Reduce contact volume and resolution time through self-service tools and automated workflows.
Manage the full product sales lifecycle, from lead and opportunity through order fulfillment, contract management, and renewal, on a single platform.
Extend core CRM capabilities with industry-specific workflows and data models tailored to telecommunications, financial services, healthcare, government, and technology providers.

CRM products and solutions

Customer Service Management: The Customer Service Management application enables organizations to manage customer cases, automate service workflows, and give agents visibility into the customer systems and tools they need to deliver proactive support. Customer Service Management connects front, middle, and back-office teams so that issues can be tracked, escalated, and resolved efficiently.
Field Service Management: The Field Service Management application enables organizations to manage work requests that require on-site service from field technicians. Field Service Management connects dispatchers, managers, and technicians through automated scheduling, mobile task access, and real-time visibility into work order status.
Sales CRM: The Sales CRM applications, formerly Sales and Order Management (SOM), enable organizations to manage the product sales lifecycle, from pre-sales leads and opportunities through quote generation, order capture, order fulfillment, and post-sales contract management.
Industry Solutions: Industry solutions extend the core CRM products with prebuilt workflows, data models, and case types tailored to specific verticals. Available industry solutions include Financial Services Operations, Healthcare and Life Sciences, Manufacturing Commercial Operations, Public Sector Digital Services, Retail, and Telecommunications, Media, and Technology.