ServiceNow CSM for B2B: Why Consumer Playbooks Break When Your Customer Is a Company
A logistics software vendor called me last spring. Their support was drowning. Sixty enterprise customers, an average of eight named contacts per customer, and a ticketing tool that treated every email as a fresh conversation with a fresh stranger. Agents were opening cases with no idea whether the person on the other end was a paying admin at the parent company, a subcontractor at a regional depot, or a warehouse temp who had been given a shared login by his manager. The renewal team was blind to any of it. When the account executive walked into a QBR she was reading the same PDF as the customer, hoping nothing awkward came up. They had bought a "customer service" tool. What they needed was a B2B service platform. Those are different products, even when the logo on the login screen is the same. This is the shape of most ServiceNow CSM problems I see in mid-market B2B. The tool is fine. The configuration is a consumer playbook wearing a B2B badge. If your customer is a company, not a person, you need the platform to know that from the first click.