Configuring a contact as a consumer

  • Release version: Australia
  • Updated March 12, 2026
  • 1 minute to read

    • Associating a contact with the consumer in Customer Service Management (CSM) application enables you to function as both a B2B contact and a B2C consumer. Using this feature, you can easily switch between different customer portals without separate login credentials.

    Contact as a consumer

    Earlier, Customer Service Management (CSM) required separate user records for each customer persona. If a person was both a B2B contact and a B2C consumer, they would need two distinct user accounts with separate credentials. So, to meet customer expectations, the contact as a consumer feature enables organizations to provide a unified login experience for individuals, who hold multiple customer roles within the same ServiceNow® platform.

    For example, in banking and financial services, a customer has a personal savings account (B2C consumer) and also owns a small business with a business account (B2B contact). With Contact as a Consumer, they can use one login to manage both accounts, switching between personal and business contexts as needed.

    Flow explaining the model of contact as consumer