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.
