Unifying Channels: Achieving Omnichannel Support with ServiceNow CSM

Picture this: A frustrated customer calls your support line about a billing issue they’ve already discussed via chat, then emailed about, and finally posted on social media. Your agent opens three different systems, asks them to repeat their story, and still can’t see the full picture.

This isn’t just poor service, it’s revenue hemorrhaging in real time.

Studies have shown that companies with strong omnichannel engagement retain 89% of customers, compared to just 33% for those with fragmented approaches. And yet, most organizations still operate in silos, turning every interaction into a missed opportunity.

ServiceNow implementation changes that. It creates a unified ecosystem where customers move seamlessly between channels—without losing context, patience, or loyalty.

Fragmentation is costing you more than you think

When customer support channels operate in silos, the consequences are more than just operational; they’re financial. Up to 40% of agents are still wasting their time searching for information across disconnected systems. Customers get frustrated repeating the same issue multiple times across different channels. And leadership gets left in the dark.

According to Microsoft, 90% of consumers consider service quality before choosing where to do business. And poor service costs U.S. companies an estimated $75 billion annually in lost revenue and churn.

CSM creates seamless customer journeys

ServiceNow implementationdoesn’t just connect your channels, it orchestrates them. Whether a customer starts on chat, email, or a phone call, every interaction flows into a single case record.

One customer, one story

Agents get full context instantly: previous cases, ongoing issues, conversation history. That means no duplication, no missed details, and no asking the customer to start over.

The Agent Workspace presents this information dynamically, alongside relevant knowledge articles and suggested next steps, so agents can act faster and smarter.

Smart routing that works

Instead of sending customers to the next available agent, ServiceNow’s support routes them based on issue complexity, agent expertise, and customer history. AI-powered workflows help ensure that each request goes straight to the right person.

Virtual Agents are able to handle common requests automatically, so live agents can focus on complex, high-value cases.

Organizations that adopt intelligent routing often see faster resolutions and fewer handoffs between departments, both of which are key factors that contribute to higher first-call resolution rates and improved customer satisfaction.

What a strategic implementation looks like

Successful, omnichannel ServiceNow supportis more than a tech project. It’s a complete digital transformation. It starts with strategy.

Phase 1: Map the real journey

Before connecting systems, Pathways starts by creating a roadmap of how customers experience support. Where do they get stuck? What do they repeat? What information do agents consistently lack?

Common patterns usually emerge, such as escalations due to incomplete order history or disconnected knowledge bases. Identifying these friction points early allows you to prioritize the highest-impact integrations first.

Phase 2: Build a unified data architecture

Omnichannel support only works when data is consistent. ServiceNow CSM merges interaction history, case records, and customer preferences into a complete profile, so agents get the full view. 

Optimized workflows follow. You eliminate disconnected procedures and instead support every channel with unified processes that respect each channel’s strengths.

Metrics that matter: Proving ROI

First-contact resolution rates typically rise 25–40% when agents have full visibility. Handle times drop. Satisfaction scores rise.

Forrester’s Total Economic Impact™ report found that ServiceNow CSM was able to deliver:

• 176% ROI
• $8.75M net profit value
• Significant gains in retention and operational efficiency

Real-time dashboards surface channel usage, resolution trends, and performance insights. You move from reactive firefighting to proactive improvement.

Your omnichannel transformation starts here

Omnichannel service isn’t about being everywhere. It’s about being consistent, efficient, and personalized everywhere.

Pathways has the experience. We rebuilt a broken CSM implementation by starting with what mattered most: the customer journey. Instead of leading with technology, we mapped real pain points and designed a streamlined omnichannel experience aligned to actual user needs.

Partner with experts who deliver

True omnichannel success demands strategic alignment, expert implementation, and ongoing optimization. As a ServiceNow Elite Partner with 1,500+ successful deployments, Pathways specializes in turning disconnected operations into unified, customer-centric experiences.

Pathways’ approach combines technical precision with business strategy, delivering a ServiceNow CSM strategy you can measure and scale. 

Ready to transform your CSM into seamless customer journeys?

Contact Pathways today for a complimentary omnichannel strategy session. Let’s build a roadmap to service excellence—together.