ServiceNow, a leader in enterprise service management, made waves in 2025 by officially declaring, “We are in CRM.” This marked a significant shift in the company’s strategy, as it now competes with established CRM providers like Salesforce and Microsoft Dynamics. So, what can other companies learn from this move in terms of challenges, opportunities, and areas to focus on? Let’s explore the key takeaways.
Challenges: The Complexity of CRM Transformation
One of the biggest challenges businesses should note from ServiceNow’s CRM push is that it’s not a simple, plug-and-play solution. Unlike Salesforce, which offers easy-to-implement CRM tools for businesses of all sizes, ServiceNow’s platform requires a significant investment of time and resources to integrate across various enterprise systems, such as ERP, order management, and inventory.
Companies looking to follow in ServiceNow’s footsteps need to understand that CRM transformations can be complex. They’ll need to prepare for an extensive implementation process that connects different service touchpoints and integrates various back-end systems. This highlights the importance of clear strategic planning when adopting complex, data-driven CRM solutions.
Another challenge is the need to target the right decision-makers. While ServiceNow has extensive messaging focused on employees, customers, and finance, it must now expand its approach to target customer service and CX leaders directly. For any business entering the CRM space, identifying and catering to the correct audience is crucial for success.
Opportunities: AI and Data-Driven CRM Innovation
Despite these challenges, ServiceNow’s CRM strategy presents several opportunities for businesses. The company’s integration of AI into its customer service workflows is a game-changer. By combining AI with data from enterprise systems, ServiceNow offers businesses a data-rich CRM experience that personalizes customer interactions and enhances service delivery.
For companies planning their own CRM strategies, AI should be a focal point. Integrating AI into customer service workflows can streamline processes, reduce operational costs, and provide valuable insights into customer behavior, helping businesses stay competitive in an increasingly customer-centric landscape.
Additionally, ServiceNow’s ability to connect CRM with other enterprise functions like invoicing, order management, and inventory is a huge opportunity. Companies should look to integrate customer service with other areas of their business to create a seamless, efficient, and unified approach to service delivery.
Focus Areas: Strategic Implementation and AI Integration
When adopting a CRM solution similar to ServiceNow’s, businesses must focus on strategic implementation and AI integration. ServiceNow’s approach emphasizes the importance of customizing workflows, connecting disparate data sources, and ensuring alignment between customer service and back-end systems. A clear strategy is key to making a complex system work for your organization.
Additionally, companies should prioritize skill development and collaboration with partners to support AI integration. ServiceNow’s focus on training and upskilling employees for successful adoption is a critical lesson for companies looking to innovate their CRM solutions. Businesses must ensure their teams have the right expertise to manage and leverage AI-driven platforms effectively.
Key Takeaways for Companies
Key takeaways from ServiceNow’s CRM shift in 2025:
1. Embrace Complexity with Strategy
The ServiceNow CRM requires extensive integration, which calls for thoughtful strategic planning and execution.
2. Leverage AI and Automation
AI offers significant opportunities to enhance CRM performance and customer engagement. Companies should explore how AI can drive efficiency and personalization.
3. Collaborate and Upskill
Invest in training and partnerships to support a smooth implementation and maximize the value of AI-driven CRM systems.
4. Focus on End-to-End Customer Service
Consider how CRM fits into broader enterprise operations, connecting service functions across departments to drive efficiency.
