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Unifying CRM and Service: An MSP's ServiceNow Transformation

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Managed Service Provider
/ introduction

Compliance-Ready Service on a Single Platform.

A US-based managed service provider designs, implements, and manages IT, compliance, and cybersecurity solutions for clients with stringent security and compliance requirements. Supporting customers who must meet rigorous regulatory standards, the provider ran its own operations on ConnectWise and a range of disconnected systems. Manual, ad hoc, and siloed workflows forced constant swivel-chairing between tools, undermining efficiency, data integrity, and the customer experience.

Partnering with Konversational, the provider deployed ServiceNow Technology Provider Service Management (TPSM) to unify customer service and internal IT on a single platform, and extended it into the commercial side of the business with ServiceNow CRM and Order Management. Integrated with Salesforce and NetSuite, the platform automates the full customer and order lifecycle, from onboarding and ordering through time tracking and billing, on a CSDM-aligned foundation with domain separation. The result is a centralised, scalable operating model that eliminates redundant systems and lays the groundwork for GenAI-driven operations and Service Bridge.

Project at a glance

  • Consolidation of ConnectWise and disconnected systems onto one ServiceNow TPSM platform
  • Unified customer service and internal IT via TPSM, combining CSM and ITSM
  • Branded customer portal with omni-channel support, self-registration, and knowledge
  • CSDM-aligned service portfolio and CMDB with domain separation for secure, account-based access
  • ServiceNow CRM and Order Management automating the customer and order lifecycle, integrated with Salesforce and NetSuite
  • Account Lifecycle Events onboarding, Major Issue Management, and Customer Success health dashboards
20%
Faster customer onboarding
35%
Improvement in billing cycle efficiency
15%
Reduction in service request resolution time
/ challenge

Swivel-Chairing Across Disconnected Systems

The provider delivered managed IT, cybersecurity, and compliance services from an operational stack built on legacy tools like ConnectWise and a range of disconnected point systems. Many processes were manual, ad hoc, and siloed across business units, forcing teams to swivel-chair between tools and re-key data by hand. The result was operational inefficiency, inconsistent service delivery, and a fragmented customer experience.

Without a unified platform, data integrity and visibility suffered, and the business could not scale efficiently. Serving clients with stringent security and compliance requirements, the provider needed tight control and clear ownership of data across its service offerings.

To grow while maintaining service quality and compliance, the provider needed to consolidate these systems into a single, secure, and scalable platform with clean, well-owned data.

/ solution

A Single TPSM Platform, from Onboarding to Billing

Konversational deployed ServiceNow TPSM as the unified foundation for the provider's customer service and internal IT operations. A branded customer portal gave clients a single place to log and track cases, engage across email, phone, and portal, self-register, and access knowledge. Case Management was configured with omni-channel routing, case types, Major Issue Management, and escalations, alongside a full ITSM suite and CSM-to-ITSM integration so customer issues flow seamlessly to the right internal teams.

Account Lifecycle Events drove structured customer onboarding with playbooks and Customer Success health dashboards, while a Customer Service Catalog and Knowledge Management improved self-service. On the platform foundation, Konversational configured a CSDM-aligned CMDB, domain separation for secure internal and external access, Azure Active Directory single sign-on and provisioning, platform branding, and the Instance Security Center.

Beyond service, the platform extended into the commercial workflow. ServiceNow CRM and Order Management managed the customer and order lifecycle end to end, with Salesforce and NetSuite integrated via Workflow Data Fabric so customer, order, and financial data flowed automatically between systems. This automated the path from onboarding and ordering through time tracking and billing, eliminating swivel-chairing and manual re-entry. Delivered using Konversational's NowCreate framework with agile sprints and an out-of-the-box, configure-not-customize approach, the platform displaced ConnectWise and a range of legacy tools.

/ results

A Centralized, Scalable Foundation for Growth

The TPSM implementation gave the provider a centralized, scalable platform for both customer support and internal IT, replacing swivel-chairing and manual handoffs with structured, automated workflows. Customers and internal users now work from a single portal for onboarding, requests, incidents, and knowledge, improving transparency and responsiveness, while internal IT, delivery, and support teams collaborate through unified CSM and ITSM processes.

By bringing CRM and Order Management onto the same platform and integrating Salesforce and NetSuite, the provider automated the customer and order lifecycle from onboarding through ordering, time tracking, and billing, removing redundant re-entry, improving data accuracy, and accelerating billing cycles. Built-in reporting and KPIs gave the provider the ability to measure and monitor customer onboarding time, billing cycle efficiency, service request resolution time, and customer and agent satisfaction.

By consolidating legacy and siloed systems onto one CSDM-aligned platform, the provider increased the ROI on its technology investment and established a clean architecture with the ownership and data integrity its regulated clients demand. The foundation positions it to move into a continual service improvement model and adopt ongoing ServiceNow innovation, including Service Bridge, GenAI-driven operations, and Proactive Service Operations.

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