We’ve all experienced it—on the phone with customer service, repeating our issue for the third time, and wondering, “Why doesn’t this company know who I am?” It’s frustrating. But the issue often lies not in intent but in infrastructure. Many companies still rely on CRM systems designed for another era—systems built when relationships were linear, sales-driven, and less complex. Inside many organizations, the reality is this: service teams use one tool, sales teams use another, and operations may not even be part of the conversation. The result? Slower resolutions, frustrated customers, and internal friction that costs more than just time. Today’s customers expect more: personalized service, instant responses, and a seamless journey across every touchpoint.
At a time when you have so many options in the market at the drop of a hat, enterprises are taking their customer experience very seriously. But just arming more people to front the customers will not be enough.
ServiceNow’s latest acquisition of Cuein’s technology will help AI agents take disconnected or incomplete customer interaction data (like chat logs, emails, or service tickets) and turn it into useful, organized information. Essentially, it helps transform scattered data into clear, actionable insights that improve both service quality and operational efficiency. Just yesterday, I was questioned if we can make sense out of our interactions’ transcripts. AI can quickly understand and act on a personalized need and help organize chaos.
With the CRM market projected to hit 100x more than a pure ITSM market by 2028, Salesforce and ServiceNow are both riding the horns to the races. Being called out as a CRM Customer Engagement center leader in the 2024 Gartner Magic Quadrant, ServiceNow has all the special ingredients to be successful in the markets for B2C and B2B, especially in Technology, Energy, Transport, Health, and Manufacturing. Each one of these industries relies heavily on IT and OT for service or product availability.
Rather than being a siloed application, ServiceNow’s CRM is part of a larger platform that links every step of the customer journey—from initial touch to fulfillment and follow-up. It’s not just about managing relationships; it’s about orchestrating them intelligently, with AI threaded together with automation, creating an end-to-end synergy every step of the way for a great service.
From our experience, when organizations connect the dots between teams, tools, and customer touchpoints, everything changes—for both the customer and the employee.
When every department is aligned, customers don’t fall through the cracks, and internal teams stop wasting time chasing down information. We’ve witnessed how this shift can improve employee confidence, it adds meaning, and a purpose to work. When the customer’s story is clear, and everyone is on the same page, our teams can make smarter decisions faster. We at Alcor, always start with the vision and goals and document ways to quantify and measure success.
AI in CRM is about augmenting human capabilities, not replacing people. It’s about surfacing the next-best actions, predicting customer churn, and providing insights that enable teams to respond faster and more intelligently. The magic happens when AI is tailored to your unique data, not just the generic out-of-the-box logic. We’ve helped companies configure AI skills that don’t just look at numbers but account for unique customer behavior and use cases to benefit both the customer and the business.
Facilitating integrated discovery workshops across business units can help you design workflows that remove silos, boost collaboration, and lay the foundation for lasting adoption. You can start by identifying high-volume, repetitive tasks that can be automated—such as auto-routing service tickets, triggering order status updates, integrating with purchase orders, or sending follow-ups based on case progress. Automating them doesn’t just reduce errors; it frees your teams to focus on what matters most—like resolving a customer issue before it even becomes a complaint. Many of our project portfolios involve automating key workflows in Source-to-Pay and Order-to-Cash processes, and proactive alerting from AIOps to customers, building stronger, more trustworthy, and personalized relationships.
Integration should not feel like a patchwork quilt of systems. Modern CRM needs to integrate seamlessly with our core tools—finance, HR, IT—without adding complexity. The smoother these connections, the easier it is to deliver a unified customer experience, even with complex backend systems. Our work on customer service for mobility and technology provider service management clients demonstrates how seamless integrations provide a 360° view of the customer—enabling teams to make faster, more informed decisions.
Personalization is not just addressing customers by name in an email. It’s understanding their history, context, and preferences at every step. That means connecting data across different channels and surfacing it at the right time. Our UI/UX experts have worked on projects where this type of personalization turned every customer interaction into an opportunity to build trust and loyalty. AI helps build context, not just offer a simple list of items but creates brand advocates when the interaction benefits the customers.
Modern CRM isn’t just about the right software; it’s about the right strategy, execution, and alignment. That’s where Alcor comes in.
As an Elite ServiceNow Partner, we help organizations maximize their CRM investments by aligning technology with strategic and operational needs. With over 16 years of consulting experience and a team of 300+ certified ServiceNow experts, we’ve supported global enterprises across industries to rethink how they engage with customers.
Here’s how we help:
Tailored CRM Strategy
We work with you to define success both short-term and long-term and design a CRM roadmap that delivers.
Workflow-Driven Implementation
Our expertise lies in creating intelligent workflows across sales, service, and fulfillment teams.
AI and Automation Enablement
We configure AI models, Agentic AI skills, and automation strategies that align with your data maturity and business needs.
Seamless Experiences and Integrations
We ensure you have great portal experiences, your CRM connects smoothly with IT, finance, HR, and more, delivering a true 360° view of your customers.
Change Management & Adoption
From role-based training to digital adoption tools, we guide your teams through every stage of the journey.
Alcor doesn’t just implement CRM, they help you operationalize it to ensure long-term value and sustainable outcomes.
The best CRM system is only as effective as how it’s implemented and adopted. Here are some lessons we’ve learned:
Bring Everyone to the Table Early
CRM isn’t just for sales anymore. Involving all relevant teams—service, fulfillment, IT, and marketing—from the start ensures a system that reflects how your work actually gets done.
Bake in Automation from Day One
Automation is core to delivering speed and consistency. We start by automating repetitive tasks—case routing, order tracking, follow-ups—to achieve maximum improvements. But it’s also important to see how this impacts your broader enterprise strategy.
Focus on People, Not Just the Platform
The technology is only part of the equation. Ensuring that your teams are comfortable and confident with the new platform is key to success. We emphasize training, digital adoption tools, and ongoing support.
Choose a Partner Who Knows the Landscape
A knowledgeable partner helps you align business needs, tackle integration challenges, and drive adoption. ServiceNow CRM enhances every part of the customer journey, but thoughtful strategy and collaboration across teams are crucial for success.
Whether you’re reimagining CRM from scratch or modernizing an old system, the goal remains the same: create seamless, personalized, and valuable customer interactions that drive loyalty—and business success.
As a trusted partner to global technology leaders—including ServiceNow (Elite Partner), Oracle, Microsoft, and AWS—we bring deep platform expertise, integration knowledge, and cross-functional insights to every engagement.
From solution design to user training and continuous improvement, we ensure that your CRM investment drives long-term value and customer trust. Ready to move beyond traditional CRMs? Reach out to us at information@alcortech.com.
Co-Authored By:
Padmariya Ravishekhar
Director, Enterprise Architecture – ServiceNow
Alcor Solutions, Inc.
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