Making ServiceNow More Valuable To Your Frontline With Ava
ServiceNow is already one of the most trusted platforms for incident management in the consumer goods industry. It helps companies manage equipment issues, streamline service workflows and keep operations under control across complex environments.
Yet for frontline sales professionals, visibility often stops short. They must walk into every account with a full view of promotions, orders, deliveries and service issues. Without this 360 view, conversations with customers can stall and relationships suffer.
One of the biggest blind spots has always been service tickets. If a retailer logs an issue with a branded fridge, a coffee machine or another piece of equipment, the sales rep often has little visibility into what is happening. They may not know if the incident has been raised, what the status is or when it will be resolved. Logging a new request can also require switching systems and spending valuable time on manual steps.
That is why Aforza trained Ava, the Industry AI Agent for Consumer Goods, to connect directly with ServiceNow. Sales professionals gain visibility into open incidents, they can create new tickets instantly, and they can keep customers informed with real-time updates pulled from ServiceNow.
AI That Connects Across the Enterprise
AI agents are only as useful as the systems they connect to. For consumer goods companies, this includes not just CRM and ERP, but also trade promotion platforms, distributor systems and service management tools like ServiceNow.
Ava was designed to integrate openly with all of these. Instead of being locked in a single silo, she becomes an intelligent layer across the enterprise. Sales teams get one place to see the full picture of what is happening at every account without having to jump between disconnected systems.
Reference: Ava interacting with ServiceNow
Logging a New Incident in Seconds
Imagine a sales rep visiting a retail account and hearing that a branded fridge has stopped working. Normally, they would have to log into ServiceNow, complete forms, and check that all the details were entered correctly.
With Ava, the process is instant. The rep simply says, “The customer’s fridge is not turning on.” Ava routes the issue into ServiceNow, checks the relevant knowledge base for troubleshooting steps, and if needed, creates a new incident with the right caller, urgency, state and description.
Minutes of admin are reduced to seconds. The rep looks more professional in front of the customer, the incident is logged correctly, and ServiceNow continues to do its job without added effort.
Updates That Build Trust
Visibility into open service tickets has long been a frustration for sales professionals. Customers want to know when issues will be fixed, but reps are left chasing updates or making calls.
Ava removes that friction. Because she connects to ServiceNow, she can instantly provide updates on any incident. If a part has been ordered and is due for delivery on Friday, Ava can relay that to the rep on the spot. The rep can then share the status with the customer, strengthening trust and reinforcing the partnership.
This transparency is not just a convenience, it is critical. Retailers rely on equipment to deliver products and serve consumers. By keeping them informed at every stage, sales professionals demonstrate that they are in control and acting as partners.
Reference: Ava logging an Incident in ServiceNow
Watch Ava & ServiceNow in Action
Why This Matters for Consumer Goods
In consumer goods, margin pressure is constant and wasted effort erodes profitability. Time lost logging service requests, chasing updates or working with incomplete information reduces productivity and damages customer relationships.
By combining Ava with ServiceNow, companies can:
Imagine being able to build an optimised plan with just a single request
Resolve issues faster with greater accuracy
Strengthen account relationships with transparent updates
Reduce costs by cutting wasted effort
For executives, this means faster service resolution, more effective sales teams and stronger retailer loyalty.
One Intelligent Layer Across the Business
The ServiceNow integration is only one example of Ava’s value. Because she is an Industry AI Agent for Consumer Goods, Ava also connects to retail execution, trade promotion management and distributor systems. The same AI agent that helps a sales rep log a service ticket can guide promotion planning, support a merchandiser in store or give finance a real-time claims update.
This creates a single intelligent layer across the enterprise. Silos are removed, consistency is ensured and every customer interaction becomes smarter and faster.
The Bottom Line
ServiceNow is already a trusted platform for managing incidents, but when Ava can talk to it, the value grows for the frontline. Sales professionals gain visibility into service tickets, they can log and update incidents in seconds, and they can keep customers fully informed.
In an industry where operational waste kills margins and customer loyalty is hard to win, Ava ensures every sales conversation is backed by the complete account context. With Ava and ServiceNow working together, service management is no longer just a back office function, it becomes part of the frontline advantage.
Get Started with Ava & ServiceNow
Bring instant visibility and faster resolutions to your frontline teams. See how Ava, the Industry AI Agent for Consumer Goods, makes ServiceNow more valuable by connecting service tickets directly into your 360 account view.