Self-service for Customer Service Management

  • Release version: Yokohama
  • Updated March 12, 2026
  • 5 minutes to read
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    Summary of Self-service for Customer Service Management

    The Customer Service Management (CSM) application enables ServiceNow customers to deliver self-service capabilities through web applications. These capabilities include knowledge articles, community forums, service catalogs, case management, and chat. Self-service empowers customers to independently resolve issues via intuitive digital experiences, reducing reliance on support agents and enhancing overall customer satisfaction and service efficiency.

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    Key Features

    • Self-service portals: Four types of portals are available—Business Portal and Consumer Portal (enhanced, widget-based), and Customer Service Portal and Consumer Service Portal (standard). These portals support both B2B and B2C customers, offering consistent self-service and Virtual Agent assistance.
    • Web Embeddables: Embed ServiceNow components into external websites to provide seamless, real-time interaction without requiring users to leave the current site. These components are configurable, reusable, and support low-code updates, enabling tailored user experiences.
    • Engagement Messenger: Allows customers to access information and services from third-party web applications outside ServiceNow, improving accessibility and engagement.
    • Service Catalog: Enables customers to request products and services via the portal and track request statuses, streamlining service delivery.
    • Knowledge Base: Provides searchable articles for customers to find answers and troubleshoot issues independently, supporting consistent and accurate information delivery.
    • Chat and Virtual Agent: Automates customer interactions through conversational bots that guide users to self-service resources or escalate to live agents as needed, enhancing responsiveness.
    • Community Forums: Facilitates collaboration between customers and agents by enabling search and engagement with community content for additional support.

    Benefits for ServiceNow Customers

    • Reduced agent workload: Customers resolve common issues independently, allowing agents to focus on complex cases.
    • Faster resolution and seamless support: Immediate access to information and automated assistance accelerates issue resolution.
    • Lower support costs: Routine inquiries are shifted to self-service channels, reducing operational expenses while maintaining service quality.
    • Consistent, accurate information: Centralized knowledge management ensures standardized, verified answers that minimize confusion and repetitive requests.
    • Improved customer experience: User-friendly interfaces and multiple support channels empower customers, boosting trust, loyalty, and engagement.

    Next Steps

    ServiceNow customers should consider implementing enhanced portals (Business Portal for B2B or Consumer Portal for B2C) to leverage advanced features. Configuring self-service portals with Virtual Agent and other capabilities will optimize customer support journeys. Embedding components into external sites via Web Embeddables and utilizing Engagement Messenger enhances accessibility and user experience across channels.

    With the Customer Service Management (CSM) application, you can provide service for your customers through web applications that hosts self-service capabilities like knowledge articles, community forums, service catalogs, case management, and chat.

    Self-service in CSM empowers customers to resolve issues independently through intuitive digital experiences. It reduces dependency on support agents and improves overall satisfaction. Users can find information, resolve issues, and request assistance through web applications. The platform provides access to knowledge articles, virtual agents, communities, and case management. It helps customers get the support they need quickly, reduces the workload on service agents, and improves overall service efficiency.

    Self-service in CSM offers the following benefits:
    Reduces agent workload
    Self-service enables customers to resolve common issues on their own using knowledge articles, guided help, and virtual agents. This reduces the volume of incoming cases and enables support agents to focus on more complex, high-value interactions.
    Seamless access to self-service support channels
    Customers can access support anytime through an intuitive portal, virtual agent, or knowledge base. Immediate access to information and automated assistance leads to faster resolution times and a more seamless support experience.
    Lowers support costs
    By shifting routine inquiries and requests to self-service channels, organizations can reduce the demand for live agent support. It decreases operational costs while maintaining high service quality and efficiency.
    Provides consistent and accurate answers
    Centralized knowledge management ensures that all customers receive standardized and verified information. Knowledge articles and automated workflows deliver accurate, up-to-date solutions, minimizing confusion and repetitive requests.
    Enhances overall customer experience
    Self-service offers a user-friendly interface that empowers customers to take control of their support journey. By providing multiple, easy-to-use channels and faster resolutions, organizations can strengthen customer trust, loyalty, and engagement.

    Web Embeddables

    With Web Embeddables you can embed web components into external websites outside the ServiceNow environment. These components enable interaction with the platform through dedicated APIs that support real-time data exchange and provide functionality without requiring users to access the ServiceNow interface. To learn more about Web Embeddables, see .

    Web Embeddables offer the following benefits:
    • Seamless user experience: Embedding components onto third-party websites enables you to access them without leaving the current site. You don't need to switch between multiple websites. This maintains a consistent user experience and enhances engagement.
    • Configuration: Configure the components to fit the specific needs of your website ensuring that the embedded components synchronize with other components on your website. This flexibility enables you to tailor the user experience according to your business requirements.
    • Reusability: The ability to modify the global code and component code enables you to reconfigure the components without developing new functionalities from scratch.
    • Low code configuration: Manage updates to data, event handlers, and the presentation of your components with minimal coding. Configure the component code enables you to trigger updates across your component with minimal effort.

    Self-service portals

    Use the Service Portal web application to create portals that empower your customers to resolve issues and submit cases and requests for themselves. To help direct customers to the right portal resources, you can also activate the Virtual Agent application for Customer Service Management.

    Self-service portal types

    You can configure four types of portals. The Business Portal and Consumer Portal are enhanced portals built on configurable widgets, while the Customer Service Portal and Consumer Service Portal are standard portals. New implementations should use the enhanced portals.
    Note:
    The Business Portal and Consumer Portal plugins are installed automatically when customers install the Customer Service Portal and Consumer Service Portal plugins respectively.
    The following table describes the four self-service portals:
    Table 1. Self service portal types
    Portal Description
    Customer Service Portal Supports your business-to-business (B2B) customers
    Business Portal Supports your business-to-business (B2B) customers and is built using configurable widgets. The Business Portal is an enhanced version of the Customer Service Portal.
    Consumer Service Portal Supports your business-to-consumer (B2C) customers
    Consumer Portal Supports your business-to-consumer (B2C) customers and is built using configurable widgets. The Consumer Portal is an enhanced version of the Consumer Service Portal.

    All the portals offer the same self-service and Virtual Agent assistance features.

    Note:
    Existing customers can migrate to the Business Portal (B2B) or the Consumer Portal (B2C) to experience enhanced features.
    Self-service on portals
    You can configure your self-service portals with the following features:
    Figure 1. Self-service portal
    Infographic displaying various options for self-service. For the text description, refer to the column in the Self-service on portals table.

    To get started with the portals, see Configure the Customer and Consumer Service Portals and Configure Business Portal.

    Engagement Messenger

    With the Engagement Messenger web application, your customers can easily access the information or services they need from your third-party web applications, even if they're located outside of the ServiceNow environment.

    To learn more about Engagement Messenger, see Set up Engagement Messenger.

    Service catalog

    With the Service Catalog capability, you can create service catalogs where customers can request items, such as service and product offerings. You can enable customers to request items from the portal by associating one or more service catalogs with the portal. Customers can also track the status of open requests from the portal.

    To learn more about Service catalog, see Service catalog integration with the Customer and Consumer Service Portals.

    Knowledge base

    With the Knowledge Management capability, you can create knowledge bases with articles to share information with customers on the portal. Customers can search the knowledge bases for information, such as troubleshooting or task resolutions, to resolve issues and answer questions.

    To learn more about searching the Knowledge base, see Search the knowledge base.

    Chat

    With the Virtual Agent platform capability, you can design and build automated conversations that help your customers get the help that they need.

    As customers answer questions and select options presented by Virtual Agent, they're directed to a self-service resource.

    If customers want to chat with an agent, Virtual Agent hands them off to a live agent. To provide this resource, use the Connect Support feature.

    To learn more about chat, see Configuring the chat channel.

    Community

    With the Communities capability, you can create forums for agents and customers to connect, engage, and collaborate with each other. On the portal, customers can search for community content that could provide the solutions and answers that they need.

    To learn more about communities, see Communities.