ServiceNow and Five9 announced that their unified CCaaS-CRM offering is now generally available.
As teased in November, the “Five9 Fusion for ServiceNow” solution embeds some of Five9’s CCaaS tooling directly into ServiceNow Customer Service Management (CSM).
In doing so, both vendors hope to deliver a unified agent experience, consolidate support data, and lower management burden.
Five9 also has a similar offering with Salesforce. Meanwhile, ServiceNow has set up similar integrations with Genesys and Zoom.
These announcement signals that, as customers demand tighter CCaaS and CRM connections, both vendors are ready to lead from the front.
Going deeper on the latest integration, Kim Hill, SVP of Partner Sales at Five9, said:
Five9 Fusion for ServiceNow delivers a foundation for service excellence, eliminating the friction of multiple systems and empowering agents with a single interface to work confidently and efficiently and deliver faster, more personalized interactions at scale.
“With this new integration, every touchpoint becomes more intuitive and impactful for customers and agents alike.”
The integration goes live with two tools embedded into ServiceNow CSM, with a third to come soon.
First is Five9 TranscriptStream, which is its real-time transcription solution. It now integrates with the ServiceNow Workspace.
Of course, reps can refer to the live transcript at any point during phone conversations. However, TranscriptStream may also feed ServiceNow’s Now Assist.
In doing so, contact centers can generate call summaries, next steps, and more post-call notes from within the CRM itself.
Alongside real-time transcription, Five9’s intelligent routing engine now directs digital contacts into ServiceNow while pulling in metadata from CSM for smarter routing.
Additionally, the routing engine can combine that metadata with that from Five9 Workforce Engagement Management (WEM) solutions. That opens the door for routing decisions based on agent performance, forecasting, and schedule data.
Ultimately, that could enable contact centers to introduce routing logic, such as if an agent is about to go on break, they get a contact that’s likely simple to solve. That’s an exciting possibility.
However, onto the third tool: Native Call Controls, which will come to the ServiceNow Agent Workspace in early 2026.
With Native Call Controls in ServiceNow CSM, reps can manage customer calls in a Universal Agent Inbox. As such, agents may handle interactions across all channels on ServiceNow. They can also do so in Five9. It’s the company’s choice!
Excited to bring that new level of flexibility to their 200 shared customers worldwide, Michael Ramsey, GVP of Product Management for CRM and Industry Workflows at ServiceNow, said:
Five9 Fusion for ServiceNow helps businesses break down fragmented systems and deliver a unified, agentic AI-powered service experience.
“By leveraging ServiceNow’s AI-driven CRM platform alongside Five9’s real-time transcription and intelligent routing, organizations gain end-to-end visibility and actionable insights, enabling agents to resolve issues faster and provide customers with exactly what they need, when needed.”
Lastly, by managing all customer service conversations directly on the ServiceNow platform, it’s simpler to connect these with its AI agents, which span the enterprise.
As such, contact centers may devise resolution flows beyond the front office, pulling data from and actioning processes within various systems across the enterprise.
The Hot Take: A Significant Move Given ServiceNow’s CRM Ambitions
Five9 is answering customer calls for tighter CCaaS-CRM integrations and setting a course for a future where the two technologies converge. Its benefits are clear.
The same benefits apply to ServiceNow. Yet, it takes some unique advantages from the partnership.
Most obviously, it establishes the CRM as the central component of the customer service stack. Yet, by pulling closer to Five9 (alongside Genesys and Zoom), it edges closer to a new type of buyer: customer service leaders.
Already, ServiceNow is building fast momentum in the CRM space. In large part, this is because AI is becoming increasingly utilized in customer service and across the broader front office. As this trend continues, IT is increasingly leading buying decisions. Already, they use ServiceNow’s software for service management and most trust its technology.
However, if ServiceNow is serious about its ambitions to usurp Salesforce as the CRM market leader, it must initiate itself with CX function leaders.
Statement announcements with CCaaS leaders like Five9, as rubberstamped by the recent Gartner Magic Quadrant, help bridge the gap.
