CSM Configuration · Topic 4 of 4
Channels
CIS-CSM channels: how web, email, phone, chat, Virtual Agent and messaging create interactions and cases, and how an implementer sets each one up.
- 5 min
- CSM channels include web, email, phone, chat, Virtual Agent and messaging apps.
- An interaction records a customer contact on any channel, with or without a case.
- Email can create a case directly (email to case) or create an interaction first.
What it is
A channel is the way a customer contacts the business: the web portal, email, phone, chat, Virtual Agent or a messaging app. ServiceNow calls the combined setup omnichannel, because every channel lands in the same case and interaction records and agents work all of them in CSM Configurable Workspace.
The case records how it was raised in its Channel field. That lets managers report on volume by channel and lets routing treat channels differently.
How it works
Interactions and cases
An interaction records one customer contact on a channel. It captures who made contact, on which channel, and what was said, even when no case is needed.
If the agent resolves the request during the contact, the interaction is closed and no case is created. If follow up work is needed, the agent creates a case from the interaction or links it to an existing case, and the details carry over.
The channels
| Channel | How it works in CSM |
|---|---|
| Web | Customers raise and track cases in the Customer Service Portal (business contacts) or Consumer Service Portal (consumers), often through record producers |
| Inbound email can create a case directly, or create an interaction that an agent turns into a case; replies on an existing case update it | |
| Phone | Agents take inbound and outbound calls through a CTI integration with OpenFrame, the softphone frame in the workspace, and capture case details during the call |
| Chat | Customers start a chat from the portal; AWA pushes it to an available agent who can create a case or link the chat to an existing one |
| Virtual Agent | A chatbot answers common requests with predefined topics, and can hand the customer to a live agent |
| Messaging | Messaging apps such as WhatsApp, LINE, Facebook Messenger and Apple Messages for Business connect through messaging integrations, so agents handle those conversations like chats |
Email in more detail
Email offers two patterns. With email to case, a message to a designated support address creates a case, and replies that reference the case update it.
With email interactions, the message first becomes an interaction. The agent decides whether a case is needed, which stops simple questions and thank you replies from filling the case list.
Chat and Virtual Agent
Chat uses AWA. The chat arrives on the Chat service channel, joins a queue, and is pushed to an agent who is available and has spare capacity.
Virtual Agent sits in front of the live chat. It resolves routine requests, such as checking case status, and transfers to a live agent when the customer asks or the topic cannot help.
Phone
Phone support connects a telephony system to ServiceNow through CTI. OpenFrame shows a communication frame inside the workspace so the agent can answer calls without leaving the case.
When a call arrives, the agent identifies the contact, opens or creates the case, and records the call details, with the case Channel set to phone.
Choosing channels for a requirement
| Requirement | Best fit |
|---|---|
| Customers want to raise and track cases at any time | Customer Service Portal or Consumer Service Portal |
| Many simple questions should be answered without an agent | Virtual Agent, backed by knowledge |
| Emails should be screened before they become cases | Email interactions |
| Agents need to take calls from the workspace | CTI integration with OpenFrame |
| Customers prefer apps such as WhatsApp | Messaging channel integration |
Who owns it
Administrators enable channels in CSM guided setup, configure inbound email and mailboxes, set up chat, Virtual Agent topics and AWA, and connect the telephony integration. Agents work every channel from CSM Configurable Workspace.
How the exam asks about this
- "A customer wants a record of every chat, even when no case is opened." Use interactions; they capture the contact without a case.
- "Agents must answer phone calls without leaving the case form." OpenFrame with a CTI integration.
- "Too many trivial emails are becoming cases." Switch to email interactions so agents create cases only when needed.
What to remember for the exam
- CSM channels include web, email, phone, chat, Virtual Agent and messaging apps.
- An interaction records a customer contact on any channel, with or without a case.
- Email can create a case directly (email to case) or create an interaction first.
- Chat is routed by AWA on the Chat service channel; Virtual Agent can hand over to a live agent.
- Phone uses a CTI integration, with OpenFrame showing the call controls in the workspace.
- The case Channel field shows how the case was raised, which supports reporting and routing.
Do not assume every contact must become a case. Questions often describe a quick answer or a duplicate email; the right record there is an interaction, not a new case.
Common mistakes
Opening a case for every chat. Many chats are answered at once. The interaction keeps the transcript and history; a case is only needed when work continues after the conversation.
Treating Virtual Agent as a replacement for agents. Virtual Agent deflects routine requests and hands the rest to a live agent. A design without that handover leaves customers stuck.
Expecting OpenFrame to be the phone system. OpenFrame is the frame inside ServiceNow. Calls still need a telephony provider connected through CTI.
Check yourself
What is the difference between email to case and email interactions?
Email to case creates a case directly from the incoming message. Email interactions create an interaction first, and the agent decides whether a case is needed.
Which feature routes live chats to available agents?
Advanced Work Assignment, using the Chat service channel, queues, presence and capacity.
What does OpenFrame provide for phone support?
A communication frame in the workspace that works with a CTI integration, so agents can handle calls while working the case.
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