Smarter CRM, Greater Impact: How Agentic AI is Redefining CRM

Your CRM tracks the problem. It doesn't fix it.

Companies have spent decades investing in CRM, yet customer satisfaction hasn't meaningfully improved. The reason isn't effort—it's architecture.

Legacy CRM was built to track interactions, not to execute the work behind them. When a customer disputes a transaction, files a warranty claim, or orders a new service, that work doesn't stop at the front office. It spans departments, systems, and teams—and without the right foundation connecting them, people become the middleware, stitching requests together through shared inboxes, spreadsheets, and tribal knowledge.

Agentic AI changes the equation. Not by making intake smarter, but by actually resolving what comes in.

Join leaders from ServiceNow, IBM Consulting, and Forrester for a live fireside chat on what it takes to move CRM from a passive system of record to a proactive system of action—and what leaders are doing right now to build the foundation that makes it possible.

Host & Moderator:

• Annemarie Byrne, Director of Customer Strategy & Operations, CRM & Industry Workflows -- ServiceNow

Your Speakers:

• John Ball, EVP & GM, CRM & Industry Workflows — ServiceNow
• Marc Hayem, Senior Partner & Growth Platform Leader, BTS — IBM Consulting
• Kerri Del Bene, Partner, CRM & Service Practice Lead for Communications & Industrial Markets — IBM Consulting
• Mike Gualtieri, VP & Principal Analyst — Forrester (Guest Speaker)