Using Omnichannel Callback for Customer Service Management

  • Release version: Zurich
  • Updated July 31, 2025
  • 2 minutes to read
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    Summary of Using Omnichannel Callback for Customer Service Management

    The ServiceNow Omnichannel Callback for Customer Service Management app provides customers with the option to request callbacks when wait times for live agents are long or agents are unavailable. This feature enhances customer experience by allowing them to avoid waiting on hold and choose convenient callback times.

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    Callback Workflow

    • Customers see a callback option based on estimated wait time or agent availability.
    • They enter callback details including name, contact information, and callback reason.
    • Callbacks can be requested immediately or scheduled for a specific date and time.
    • Callback interactions are created either right away (for immediate requests) or shortly before the scheduled time.
    • The Advanced Work Assignment (AWA) application identifies available agents and creates callback work items, adding them to the callback queue.
    • Agents receive callback notifications in their workspace inbox and can review relevant context such as knowledge articles and Virtual Agent interactions before calling.
    • When the agent calls, the interaction is completed if the customer accepts; if not, the agent can retry or manually re-queue or close the callback.

    Callback Request Options

    • Immediate Callback: Customers can request a callback right away, seeing the average wait time for the callback.
    • Scheduled Callback: Customers select a preferred date and time, and receive email confirmation.
    • Rescheduling: Customers can reschedule using available upcoming dates and times.
    • Cancellation: Scheduled callbacks can be canceled by customers via the self-service channel where the callback was requested.

    Callback Channels and Types

    • Callbacks can be requested through Virtual Agent chat, Engagement Messenger, or the Customer Service Portal.
    • Customers may choose either phone callbacks or Zoom video callbacks.
    • Video callbacks require scheduling, while phone callbacks can be immediate or scheduled.

    The ServiceNow® Omnichannel Callback for Customer Service Management app enables a callback option for customers when there’s a long wait time for a live agent.

    For more information, see Omnichannel Callback.

    Callback flow

    The callback workflow proceeds as follows:
    1. Customers are presented with an option to request a callback when the estimated wait time to reach an agent is too long or when agents are unavailable.
    2. The customer enters callback details such as name, contact details, and the reason for the callback.
    3. Customers request a callback as soon as possible or at a specified date and time.
    4. A callback interaction is created immediately for an immediate callback request or a minute before the selected time for a scheduled callback request.
    5. The ServiceNow® Advanced Work Assignment (AWA) application determines the availability of agents and creates a callback work item for an available agent. AWA adds the callback task to the callback queue. The agent then receives a Callback notification in the workspace inbox.
    6. The agent can choose to review the callback context such as knowledge base article views, searches, and Virtual Agent conversation before calling the customer.
    7. The agent calls the customer.
      • If the customer accepts the call, the interaction is marked as complete when the call ends.
      • If the customer doesn’t accept the call, the agent can retry the callback later.
    8. The agent can decide to close the interaction or queue the callback again manually from the workspace.
    Figure 1. Callback flow diagram
    Callback flow diagram

    Callback requests

    Immediate callback request
    Customers can request a callback immediately. The customers are shown the average time that the agent will take to call back. This request prevents them from having to wait in the queue to connect with an agent.
    Scheduling a callback request
    Customers can request a callback by selecting the preferred date and time. The customer will receive a confirmation of the scheduled callback request via email.
    Rescheduling a callback request
    Customers can reschedule the callback request by choosing from a list of upcoming dates and times for callback requests.
    Cancelling a callback request
    Customers can cancel scheduled callbacks from the self-service channel they requested the callback from.

    Callback channels

    Customers can request a callback during a chat on Virtual Agent or Engagement Messenger, or from Customer Service Portal. They can request either a phone callback or a video callback on Zoom. Video callbacks must be scheduled but phone callbacks can be requested immediately or scheduled.