Genesys and ServiceNow have teamed up to launch a unified CCaaS-CRM offering.
After teasing the “Unified Experience from Genesys and ServiceNow” last year, it’s now available on the Genesys AppFoundry Marketplace and ServiceNow Store.
The offering pulls solutions from Genesys Cloud CX into the ServiceNow Customer Service Management (CSM) platform.
As a result, service teams can work from one single workspace, centralize customer data, and deliver coordinated customer experiences.
With one unified platform, customers may also accelerate time to value and reduce the burden of managing two separate platforms.
Additionally, Olivier Jouve, Chief Product Officer at Genesys, noted on LinkedIn:
Bringing our platforms closer together will give our customers choice and flexibility as they work to elevate their customer and employee experiences.
Among the Genesys solutions that the offering brings to ServiceNow CSM are its native interaction controls, routing engine, and reporting tools.
The native interaction controls form part of a single desktop experience that combines customer data, automation, and AI into a “single pane of glass view” of the customer.
Unlike traditional open CTI integrations, this unified experience consolidates real-time data and enables agent-assist applications to support reps in the flow of their work.
The routing engine is significant, too. As Sam Rector, Director, Product Marketing, explained in a blog post:
Unified Experience from Genesys and ServiceNow brings together the routing of front-office interactions with back-office tasks into a single artificial intelligence (AI)-powered orchestration engine.
“Routing is centralized in the Genesys Cloud platform, which streamlines the delivery of work to the right people at the right time, integrating real-time experiences such as voice calls and chat messages with offline work-like cases,” he summarized.
Often, agents get overwhelmed because of conflicting routing rules. Yet, according to Rector, this approach will allow leaders to deploy agents across channels and types of work without this risk.
Finally, the Unified Experience from Genesys and ServiceNow will provide agents with a centralized, personal dashboard to monitor their performance, schedules, and adherence.
ServiceNow Continues to Ramp Up CRM Ambitions
Relationships like this are beneficial for ServiceNow as it continues to ramp up its CRM ambitions.
These ambitions were evidenced earlier this week when ServiceNow agreed to acquire Moveworks for $2.8BN, the largest deal in its history.
By collaborating itself with Genesys – and other CCaaS competitors – ServiceNow is initiating itself with a different buyer: CX function leaders.
Already, it does an excellent job of marketing to IT teams, who often push internally for businesses to deploy ServiceNow’s technology.
Yet, as it bids to become “the market leader” in CRM, these partnerships and co-innovations will help spread the word about its differentiated CRM offering.
CCaaS-CRM Unification: A Broader Trend
There is a broader trend of CCaaS-CRM co-innovation partnerships.
The growing list of partnerships includes Genesys-Salesforce, Five9-ServiceNow, and Webex-Epic.
Indeed. Cisco announced a new integration between its Webex Contact Center and Epic Cheers at HIMSS 2025.
The integration makes various Webex Contact Center capabilities natively available inside the Epic environment.
Similar to the Genesys-ServiceNow announcement, these include its routing, queue management, and reporting solutions.
