ServiceNow and 3CLogic deliver a unified customer experience with AI

For years, customer relationship management (CRM) platforms and contact center as a service (CCaaS) solutions have been locked in a battle over who owns the customer experience. This has led to fragmented workflows, inefficient agent experiences, and inconsistent customer journeys, as both agents and customers have to navigate between solutions. According to Forrester, “This overlap is now significant.”

Organizations that buy CRM and CCaaS products have added costs and complexity for deploying and maintaining these often overlapping technology stacks. End customers seeking assistance from customer service teams get fragmented experiences and more trouble resolving their issues.

At ServiceNow, we reimagined a unified customer experience and sought technology partners that would share the vision. We found the same passion for a better service experience in our longtime CCaaS partner 3CLogic.

Today, ServiceNow and 3CLogic announced an expanded partnership to bridge the gap between CRM and CCaaS, enabling a unique, AI-driven, unified customer engagement framework.

“True customer service transformation happens when CRM and CCaaS merge into a single, unified CXaaS solution, contributing the best each has to offer without conflict or duplication of features,” explains Denis Seynhaeve, CEO of 3CLogic.

“Unlike other providers, we designed our offering to fully complement the ServiceNow Platform with our Voice AI and Contact Center solutions to reduce costs, optimize self-service, improve efficiency, and enhance customer satisfaction through a unified, AI-powered experience. It’s the best of both worlds.”

Let’s look at three ways this integration is reshaping contact center operations.

1. A seamless agent experience

Legacy floating computer telephony integration (CTI) interfaces force agents to navigate multiple applications to handle a single customer interaction. This slows down resolution times and creates unnecessary complexity.

With ServiceNow’s native call controls powered by 3CLogic’s voice platform, agents can:

• Manage voice and digital interactions from a single, unified agent workspace
• Access customer history, AI-driven insights, and case details in one view
• Eliminate app-switching for faster, more efficient service

By managing all interactions from one place, agents can deliver quicker, more cohesive service for better customer experiences.

2. AI-powered real-time transcription & summaries

Manual call documentation is one of the biggest productivity killers in contact centers. Agents spend precious minutes summarizing calls. This delays resolutions and increases operational costs.

With 3CLogic’s real-time call transcription embedded in the ServiceNow® Customer Service Management Configurable Agent Workspace, agents can:

• Automatically generate AI-driven call summaries
• Decrease average handling time by reducing manual documentation
• Use AI-powered insights to enhance service quality

This enables agents to deliver more value to customers and resolve issues fast, without the distraction of manual administrative tasks.

3. Intelligent digital and voice routing

Many organizations still separate voice and digital routing. This can lead to misrouted calls, repetitive interactions, and long resolution times.

3CLogic’s channel-agnostic interaction manager fully centralizes routing within 3CLogic’s Contact Center solution to universally route and queue all interactions, both digital and voice. This means organizations can:

• Route voice and digital interactions using real-time ServiceNow data
• Help ensure customers reach the right agent the first time
• Use AI to assign cases dynamically based on skill, availability, and urgency

This eliminates the need for contact center teams to maintain duplicate routing rules in two systems. When done right, it facilitates a seamless customer journey while making efficient use of agent resources. The approach helps ensure every interaction—whether a call, chat, or case—is handled most efficiently and with context awareness.

“Thanks to the integration of 3CLogic and ServiceNow, our caller identification and authorization process is now significantly faster,” says Kurt Mosley, vice president of service support at Flexential, “saving valuable time on every call compared to our previous system. This streamlined approach accelerates service while enhancing the overall customer experience and efficiency.”

The business impact

For years, companies had to choose between CRM-led and CCaaS-led service models, each with its own strengths and limitations. This forced divide has only increased costs, reduced efficiency, and caused disjointed customer experiences.

With AI-powered automation, a unified contact center framework, and real-time intelligence, businesses can now:

• Lower operational costs by eliminating redundant tools and inefficiencies
• Reduce customer effort through seamless, AI-driven engagement
• Improve first-contact resolution rates by unifying digital and voice workflows
• Increase agent productivity by consolidating interactions into a single platform

The future of customer service isn’t about choosing between CRM and CCaaS. It’s about breaking down barriers and enabling a seamless, AI-powered experience across all channels. Together, ServiceNow and 3CLogic are redefining customer service.

Find out more about how ServiceNow helps organizations put AI to work in customer service.