“CRM needs to transition from an internally focused, sales-driven, customer data management system designed for monologue communication, process efficiency, and cost reductions, to an externally focused, conversation-driven, customer engagement solution designed to engage customers in dialogues across channel,” Schaeffer said.
ServiceNow has been looking to expand into CRM for several years, with a potential for huge growth in the space, said Andrew Miljanovski, a vice president advisor in the sourcing, procurement, and vendor management team at Gartner.
From system of record to ‘system of action’
The company is now positioning itself as an AI-driven “platform of platforms,” where several enterprise systems, including ITSM, IT operations management, contract lifecycle management, HR solutions, and now CRM, all work together, when necessary, Miljanovski added. ServiceNow sees its platform as a “control tower for AI” that’s running IT-related services across the enterprise.
