ServiceNow CSM vs. ITSM: Main differences & similarities

ServiceNow CSM vs. ITSM—which module best meets a business’ demands and why? That answer is not always apparent, as both options demonstrate similarities and are designed to meet different business needs.

They each play a defined role. For example, ServiceNow CSM is about building customer loyalty, while ITSM focuses on managing and delivering IT services to business users. As such, companies should carefully evaluate each module before choosing an implementation route. This article outlines some of the critical differences.

ServiceNow CSM vs. ITSM: What’s similar and what’s not?

ServiceNow CSM (Customer Service Management) is a designer workflow and tools set for monitoring and evaluating customer interactions. The primary objective of CSM is the effective management of customer experiences along all engagement channels and interaction types.

ServiceNow ITSM (Information Technology Service Management) refers to the process-based management of all IT business aspects, including planning, support, security, and infrastructure.

These two modules share many features, including:

• Technology for service portals
• Knowledge management
• Integrated chatbots
• Artificial Intelligence and machine learning
• Workflow automation
• Customer satisfaction surveys

However, companies can leverage the contrasts between ITSM and CSM to meet varying objectives.

Those differences include:

Offering self-service options

• ServiceNow CSM. When it comes to troubleshooting and case management, CSM's self-service allows customers to assume more control of the resolution process. They can research existing answers to their queries and problems and attempt to solve them on their own. Alternatively, they can use a portal to file and track instances and connect with support teams as needed.
• ServiceNow ITSM. Self-service options in ITSM are a mechanism for empowering staff to work smarter and quicker while staying within the predetermined technical parameters. The ServiceNow ITSM service catalog automates procedures and approvals to improve the customer experience, speed up service delivery, and cut costs.

Additionally, ServiceNow CSM includes Field Service Management as part of its package. Customers can book appointments with a field service technician using Field Service Management. Customers and technicians will no longer have to waste time on the phone to schedule an appointment. Customers may instead view a calendar with available dates and hours and plan their appointments.

Developing a living knowledge base

• ServiceNow CSM. The ServiceNow CSM platform provides shareable knowledge bases to customers separate from those kept exclusively in-house. Customer versions typically provide information on common incidents to assist them in resolving problems without spending unnecessary time contacting support teams. Service desks can also filter content for clients automatically to search for specific criteria and information.
• ServiceNow ITSM. A centralized database provides the capacity to develop a living library of knowledge-based articles. Service desks can use this ITSM feature to add, modify, and discontinue reports, ensuring the company maintains the most up-to-date information. This process allows businesses to standardize resolution processes, track events to find the core problem causes quickly, and resolve them effectively.

Providing a centralized database

• ServiceNow CSM. ServiceNow CSM establishes a centralized repository for incident data without the risk of disseminating proprietary information to customers. Furthermore, CSM provides all customer service representatives access to a history of logged customer interactions. This record reduces the need for customers to describe their problem more times than should be necessary to move their case along.
• ServiceNow ITSM. When team members encounter problems with technology and require support, they create a ticket in the centralized ITSM portal. Analysts can then track, manage, and report on incidents. With all this data, IT support can use the ServiceNow platform's analytics and reporting to find relevant trends, allowing support teams to improve continuously.

Reducing ticket volume

Both CSM and ITSM processes minimize tickets and overall caseload, giving analysts and support agents time to focus on more demanding tasks. Tasks like root-cause investigation and proactive customer care.

Companies might reach or even beat key business goals like higher employee productivity, improved customer retention, and a healthier bottom line. All this by providing the correct tools to internal end-users and external customers.

Choosing one (or both) shouldn’t be a quick decision

Businesses should utilize ITSM for internal IT service desks to provide enhanced IT tools to support teams. Companies might also implement CSM to transform their customer support process via case management and similar methods for tracking customers, issues, and entitlements. Some businesses can start with ITSM and later consider CSM adoption, or vice versa.

Every company has different dynamics and needs for leveraging their technology investments to improve customer experience. However, one commonality always shines through: the desire to deliver a consistently superior product and service experience to new and existing customers.

Request a quote today and learn how Cask ServiceNow CSM and ITSM features can help you enhance the customer service process and boost user-end satisfaction.