Products / Customer Signals
Product Builder Experience · Team plan

Capture the voice of the customer.

Capture the voice of the customer, identify what matters most, and convert raw conversations into actionable product work inside ServiceNow.

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Customer needs · Prioritized142 evidence · 38 customers
#NEEDEVIDENCESCORE
1Self-service policy managementPolicyholder · 9 customers31 quotes
2Customer portal document accessPolicyholder · 6 customers14 quotes
3Agent visibility into claim statusAgent · 5 customers12 quotes
4Bulk premium adjustmentsUnderwriter · 4 customers9 quotes
5Renewal reminders by channelPolicyholder · 3 customers6 quotes
The problem

Customer needs are trapped in meeting notes, chats, and conversations.

Feedback arrives in tickets, surveys, calls, and notes. Nobody sees all of it, the work of turning it into product inputs falls on the people with the least time, and the customer's own words rarely survive the trip to the backlog.

“We need a reliable way to capture customer evidence and turn it into prioritized customer needs.”
01

Needs are buried

Customer needs sit inside unstructured conversations, spread across calls, notes, spreadsheets, and email.

02

Feedback becomes busywork

Product managers spend as much time entering customer feedback as they do talking to the customer.

03

Traceability is lost

Teams can't follow a shipped feature back to the customer evidence that justified it.

The approach

Capture signals automatically, then synthesize them into needs.

Customer Signals captures, organizes, and makes sense of signals from customers across every interaction. Scattered feedback becomes evidence, evidence becomes prioritized customer needs, and product, service, and platform teams make better-informed decisions about what to build.

BEFORE
  • Product managers spend as much time entering feedback as talking to customers
  • Customer needs are buried in unstructured conversations
  • No traceability from customer evidence to shipped features
AFTER
  • Builders spend their time talking to customers, building, and releasing
  • Everyone has access to the voice of the customer
  • Needs are continuously cared for and prioritized, so builders always know what to build next
PRIMARY OUTCOMES
→Identify more customer needs, in greater detail
→Synthesize signals into needs
→Improve the quality of product inputs
→Connect customer evidence to feature development
Capabilities

Everything between the conversation and the need.

AI AGENT

Customer Signals Agent

Logs customer conversations and discovers raw signals in them: candidate needs, pain points, feature opportunities, and personas, with the customer's words as evidence.

Explore the agent →

Need Designer

A workbench for pulling signals together to define a new need or strengthen an existing one, and for deduplicating, splitting, and merging needs.

Need Suggester

Suggests new needs for older evidence that was never mapped, and existing needs for new evidence as it arrives.

Customer and persona management

Define and manage personas, capture them straight from conversations, and see every piece of evidence from a customer in one place.

Insights

Automatic nudges about what changed, such as a new need being created or a customer you haven't spoken to in a while.

PLANTeam
PRICINGPer instance, per year
USERSUp to 9
Compare plans
Product Builder Experience

Built to work together.

PRO PLAN

Product Model

Know what is being built, and why.

Learn more →MAX PLAN

Release Intelligence

Release with evidence, not guesswork.

Learn more →LIVE ON THE SERVICENOW STORE

Customer Signals Agent

AI Agent that turns customer meeting transcripts into organized, evidence-backed customer needs.

Learn more →
Further reading

From the blog.

PRODUCT MANAGEMENT

The New Product Bottleneck: What Happens When One PM Can No Longer Keep Up With What Their Team Can Build

AI has pushed the effective PM-to-engineer ratio from roughly 1:8 to 1:20. Here is what breaks in roadmapping and requirements when the constraint shifts from building to deciding, and how to fix the input side of the problem.

Oct 15, 2026
AI

AI Makes Builders Faster. Customer Understanding Makes Them Better.

As AI helps engineering teams produce software faster, the bottleneck moves. The limiting factor is less about writing code and more about deciding what should be built in the first place.

Jul 15, 2026
PRODUCT STRATEGY

Rise of the ServiceNow Builder Persona

Powered by Now Assist for Creator, a single person can now build applications and workflows that once required a full team. IC5 Labs' PBE answers the question that comes first: what should you build?

May 17, 2026

See Customer Signals on your own instance.

A 30-minute session with the team that built it. Bring a real customer conversation, or use our demo data.

Book a demo  →View on the ServiceNow Store