Over the past year, Genesys and Zoom have launched tight integrations with ServiceNow Customer Service Management (CSM), the widely utilized customer support CRM.
Unlike other integrations, these embed several of the CCaaS vendors’ tools, including voice and digital channels, call management, and routing, natively inside ServiceNow CSM.
The integrations go by the name:
- Unified Experience from Genesys and ServiceNow
- Unified Engagement from Zoom CX and ServiceNow
Both releases received plaudits. After all, they establish a central platform for customer service, converge data, and streamline the agent experience.
Yet, upon announcing its offering in May, Zoom shared plans to expand the integration and provide “a turnkey, AI-first solution for customer service and IT support in the contact center.”
In other words, the integration won’t just converge the worlds of CCaaS and CRM; it will also pull ServiceNow ITSM (IT Service Management) into the mix.
Genesys made a similar announcement at Xperience 2025. Indeed, it pledged to bring the Unified Experience from Genesys and ServiceNow to ServiceNow ITSM.
By doing so, it hopes to extend “the value of Unified Experience to help desk agents.”
Yet, there are plenty more reasons why Genesys, Zoom, and – of course – ServiceNow want to connect the worlds of customer service and ITSM.
What Is ITSM (IT Service Management)?
ITSM technology allows IT to keep tabs on the services it delivers across the enterprise.
That includes everything from setting up new applications and maintaining the tech infrastructure to managing assets and disseminating knowledge.
Several heavyweight players offer ITSM tech. Atlassian (Jira Service Management), BMC (Helix), Freshworks (Freshservice) are prominent providers. Meanwhile, IBM and Microsoft also dabble in the space.
However, ServiceNow rules the roost, occupying over 40 percent of the market, per enlyft.
5 Reasons Genesys & Zoom Are Converging Customer Service & ITSM
Genesys recently received $750MN in investment from ServiceNow. Meanwhile, Bill McDermott, the ITSM leader’s CEO, sits on the Zoom board.
These close relationships with ServiceNow likely stoked conversation and co-innovation around the opportunity to converge customer service and ITSM.
Here are five reasons why that discussion matters.
1. IT Is Playing a Much Greater Role in Today’s Contact Center
20 years ago, on-premise contact centers were optimized within an inch of their existence. There was little for IT to do apart from keep the system running.
With the shift to the cloud, that changed, and the opportunity for innovation flourished. Yet, IT remained largely disengaged with the contact center. After all, voice and phone numbers remain tricky and unexciting.
However, AI has flipped the script. Now, there’s an opportunity for AI agents to fulfill end-to-end resolutions, grabbing data from and triggering actions within various enterprise systems.
IT must work more closely with customer service to bring these resolution flows to life and pull the contact center into the broader enterprise. System convergence can aid these efforts.
2. IT Is Calling the Contact Center Procurement Shots
According to 2025 Metric Sherpa research, contact centers only lead 16.6 percent of AI purchasing decisions. Nowadays, it’s primarily IT making the buying choices, for the reasons above.
As such, CCaaS vendors need to do more to appeal to the CIO.
One way to do that, as Genesys and Zoom have done, is for vendors to make their solutions easily accessible through ServiceNow, which IT teams are familiar with and may use as their foundation for enterprise-wide AI agent deployments.
Jensen Huang, CEO of NVIDIA, recently underscored the significance of this. He said:
As a third party watching the world of enterprise AI, ServiceNow is destined to be the best platform, the operating system of enterprise AI agents.
Alignment with that operating system is, therefore, a crucial consideration.
3. IT Needs Greater Access to Customer Journey Intelligence
Contact centers hold critical data regarding where their journeys break down. Until now, many IT teams haven’t utilized that data effectively.
As Nate Brown, Head of Education and Enablement at Metric Sherpa, wrote in an insightful blog: “Every service conversation generates valuable signals about needs, friction, and opportunities. Treating ITSM and customer service as separate silos wastes this insight.
Converging the functions enables organizations to capture and apply interaction data holistically, fueling smarter decisions and consistent outcomes across the enterprise
4. Customer & IT Service Share a Need for Case Management
Both IT and customer service teams share a goal of resolving tickets. Vendors like Genesys and Zoom will have specialist tools for this. Meanwhile, IT will use separate systems altogether.
Now, with unified IT overseeing the enterprise, IT buyers are much more likely to ask: “Why can’t the ITSM application that handles trouble tickets also work in the contact center?” Genesys, Zoom, and ServiceNow are moving to answer that question with an empathic: “They can!”
5. ITSM Is Highly Compatible with Employee Experience
Overlaps, like case management, are becoming clearer. As such, IT will undoubtedly realize that the same tools and data repositories can serve both environments.
That includes conversational AI. After all, as Keith Dawson, Director of Research for Customer Experience at ISG, told CX Today:
Agents, as employees, need access to internal information, like HR issues, policies, and so forth, in much the same way they need information to help customers.
As such, setting up self-service solutions across the business, like those available in customer support, may streamline ITSM processes.
Yet, there are other areas, like analytics, where the underlying tools are very similar. Genesys, Zoom, and ServiceNow may notice this as they bridge IT and customer service.
Salesforce Also Wants to Converge Customer Service & ITSM
While Genesys and Zoom may be teaming up with ServiceNow to converge customer service and ITSM, Salesforce has its own vision.
Indeed, Salesforce recently shared a sneak peek of its new Slack-first, ITSM platform: Agentic IT Service, which is set for a grand unveil at Dreamforce 2025.
The platform will leverage case management technology from Service Cloud, enable IT and customer service to share knowledge across Slack, and automate employee IT requests.
Whether Salesforce can crack into the space and challenge ServiceNow is up for debate. Nevertheless, Marc Benioff, CEO of Salesforce, appeared confident.
He told The Logan Bartlett Show: “ServiceNow is a great company… I think they automate 9,000 companies… But Slack is already in a million companies, small, medium, large, and extra large.”
So, stay tuned for an ITSM shake-up!
Will Zoom Take the Next Step at Zoomtopia?
When a CCaaS leader announces a new integration with a UCaaS, CPaaS, or CRM provider, they typically make a big song and dance of it.
CCaaS and ITSM integrations now deserve similar attention.
Like Genesys, Zoom is aiming to pioneer these integrations. With McDermott on its Board, watch out for another ITSM update over the coming months.
Or, it could be days, with Zoomtopia 2025 broadcasting this week. Could ServiceNow rock up and showcase a bolstered integration? Let’s wait and see…
