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ServiceNow and Adobe Take On Customer Relationship Management Giants

Adobe and ServiceNow are partnering to improve customer service and experience management. This reflects ServiceNow’s strategy to expand beyond ITSM, but this space will be harder to break into.

The stated goals of this partnership are:

  • Improve digital workflows between Adobe and ServiceNow.
  • “Enable integrations between Adobe Experience Platform and the ServiceNow Now Platform.”
  • “Create a more comprehensive view of a customer across their entire digital journey – from acquisition to service.”
  • Integration between Adobe Experience Cloud and ServiceNow Now Platform to “enable better customer and employee experiences across both companies’ applications.”

Our Take

This purchase is inline with ServiceNow’s strategy of expanding beyond the ITSM space – they control a large part of the ITSM market, so they need to go outside of ITSM if they want to expand as a company.

The issue with expanding into the CRM space is that migrating is expensive: organizational processes need to change; data need to be migrated; people need to be trained; and custom features will need to be recreated.

Plus, our SoftwareReviews data shows that people are not more satisfied with ServiceNow’s ITSM capabilities than people are with the top CRM tools, or even with the average CRM tool.

Source: SoftwareReviews, ServiceNow report February 2019, CRM reports March 2018. Pipedrive CRM, Salesforce Sales Cloud, and Zoho CRM were the 2018 SoftwareReviews Gold Medalists in the Customer Relationship Management category.

In order to attract customers for its CRM offering, ServiceNow will need a compelling feature. I’m not sure that an improved CXM capability will be compelling enough to switch, but it will help.

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