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June 6, 2024
XX min read

Gladly vs ServiceNow


Choosing the right ticketing tool is critical for businesses seeking to streamline their customer service and support operations. Two prominent solutions in this space are Gladly and ServiceNow. 

Gladly is a radically personal customer service platform and the only one built around people, not cases or tickets. It aims to turn customer service agents into heroes by equipping them with a single, lifelong, channel-independent conversation that provides all the context needed to build lasting customer connections and loyalty. Companies like Ralph Lauren, Allbirds, Bombas, Crate&Barrel, Ulta Beauty, and Warby Parker have leveraged Gladly to enhance customer brand loyalty and increase customer lifetime value while fostering happier, more efficient, and empowered service teams.

On the other hand, ServiceNow’s Now Platform is a comprehensive framework designed for digital businesses to drive transformation. It helps organizations build and automate processes swiftly, future-proof technologies, and deliver outstanding experiences. The Now Platform optimizes processes, connects data and organizational silos, and accelerates innovation at scale, serving as the backbone for many digital transformations.

Comparing these ticketing tools is essential in finding a tailored fit for your business needs, understanding their capabilities, and determining how they align with your objectives.

Gladly Overview

Gladly is an innovative customer service platform focused on personalized interactions. Unlike traditional ticketing systems, it revolves around continuous, context-rich conversations rather than discrete cases.

Key Features

  • People-Centered Design: Gladly structures interactions around customer profiles, not tickets, ensuring seamless, personalized communication.
  • Multi-Channel Support: Customers can reach out via various channels such as email, chat, phone, social media, and SMS, with all interactions consolidated in one view.
  • Unified Agent Desktop: Agents get a comprehensive view of customer interactions across different channels, improving response times and effectiveness.
  • Integrated CRM: Access to customer history and context, allowing agents to provide personalized support.
  • Customer Timeline: Every interaction is logged in a continuous thread, making it easy for agents to follow up and build lasting relationships.
  • Analytics and Reporting: Gain insights into performance metrics, customer satisfaction, and operational efficiency.
  • Automation Capabilities: Automated workflow features reduce repetitive tasks, allowing agents to focus on higher-value interactions.
  • Scalability: Supports growing businesses by seamlessly scaling support operations as customer bases expand.

ServiceNow Overview

ServiceNow, with its Now Platform, offers a robust solution for managing various business processes beyond customer service, making it a versatile choice for enterprises looking to integrate multiple functionalities.

Key Features

  • Unified Platform: Combines IT, HR, security, customer service, and more into a single, cohesive platform.
  • Workflow Automation: Automates routine processes, reducing manual efforts and increasing efficiency.
  • Knowledge Management: Comprehensive repository for information and best practices.
  • Integrated Solutions: Provides interoperability with various enterprise tools and platforms, ensuring seamless data flow.
  • Service Catalog: Enables users to request and manage services through an intuitive interface.
  • Incident and Problem Management: Identifies, tracks, and resolves issues efficiently.
  • Self-Service Portal: Empowers end-users to resolve issues independently through a user-friendly portal.
  • Reporting and Analytics: Advanced reporting tools provide insights into operations, performance metrics, and service delivery.
  • Customization: Highly customizable to meet specific enterprise needs and workflows.
  • Scalability: Easily handles growing demands from expanding businesses.


Both Gladly and ServiceNow are powerful SaaS ticketing tools designed to enhance customer service and operational efficiency. They share several similarities:

  • Customer-Centric Approach: Both platforms are designed to improve customer experience through efficient service delivery.
  • Multi-Channel Support: Each tool offers support across various communication channels.
  • Automation: Workflow automation features to streamline repetitive tasks and improve agent productivity.
  • Analytics and Reporting: Robust analytics tools for monitoring performance metrics and gaining insights into service operations.
  • Scalability: Both platforms can scale with the growing needs of a business.
  • Integration Capabilities: Seamlessly integrate with other enterprise tools to ensure smooth operations.


Despite their similarities, Gladly and ServiceNow have distinct differences that cater to different business needs:

  • Focus Areas
  • Gladly is centered on personalized customer service and continuous customer conversations.
  • ServiceNow is a broader platform covering IT, HR, security, and other business functions, in addition to customer service.
  • User Experience
  • Gladly offers a unified agent desktop specifically designed to manage customer interactions more personally.
  • ServiceNow provides a more generalized approach with an extensive service catalog and self-service portals.
  • Customization: ServiceNow is highly customizable to meet various enterprise needs beyond customer service, while Gladly is tailored for those focusing on enhancing customer interactions.
  • Knowledge Management: ServiceNow offers more comprehensive knowledge management functionalities compared to Gladly.
  • Deployment Complexity: ServiceNow’s broad platform might require more extensive implementation and configuration, whereas Gladly can be quicker to deploy for focused customer service enhancements.
  • Target Audience: Gladly is ideal for businesses aiming for a personal, relationship-driven approach to customer service, whereas ServiceNow caters to larger enterprises looking for an all-in-one digital business transformation platform.

Pros and Cons


  • Pros:
  • Personalized customer interactions enhance loyalty and satisfaction.
  • Unified view of customer history improves agent effectiveness.
  • Easy deployment with a focus on customer service.
  • Integrated multi-channel support consolidates interactions.
  • Cons:
  • Limited to customer service functions, not as versatile for broader business processes.
  • May lack some advanced customization features offered by more comprehensive platforms like ServiceNow.


  • Pros:
  • Comprehensive platform for multiple business processes.
  • Highly customizable to fit various enterprise needs.
  • Advanced knowledge management and self-service capabilities.
  • Robust reporting and analytics tools.
  • Cons:
  • Can be complex to deploy and configure.
  • Broader focus might not provide as deeply tailored customer service features as specialists like Gladly.
  • Higher costs associated with its extensive functionality.

Use Cases


  • Retail and E-commerce: Brands looking to enhance customer loyalty and personalize interactions.
  • Mid-Sized Companies: Organizations wanting to provide a high level of personal customer service.
  • Customer-Centric Businesses: Companies that prioritize long-term customer relationships.


  • Large Enterprises: Organizations needing a comprehensive platform to manage multiple business functions.
  • IT Service Management: Companies requiring robust IT service and incident management.
  • Organizations with Diverse Needs: Businesses looking for customization and integrated solutions across various departments.
  • Enterprises Focused on Digital Transformation: Companies aiming to future-proof and innovate at scale through streamlined workflows.


Comparing Gladly and ServiceNow highlights the distinct core strengths of each platform. Gladly excels in providing a personalized, unified customer service experience that can significantly enhance customer loyalty and satisfaction. It is ideal for businesses that prioritize customer relationships and seek an easy-to-deploy, focused solution.

Conversely, ServiceNow offers a versatile, comprehensive platform that supports a wide range of business processes beyond just customer service. It is best suited for large enterprises or organizations undergoing digital transformations, looking for highly customizable solutions to manage IT, HR, security, and more from a single platform.

Choosing between Gladly and ServiceNow ultimately depends on your business needs. If your primary focus is on delivering personalized customer service and building lasting customer relationships, Gladly is the optimal choice. However, if your organization requires a holistic solution that integrates multiple business functions with advanced customization, ServiceNow provides the robust capabilities necessary to drive digital transformation and streamline operations at scale.

Key takeaways 🔑🥡🍕

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