Get ready for ‘intelligent service’
In a recent Freshworks webinar, Forrester’s Julie Mohr shared insights on what’s next for ITSM and ESM
First came IT service management. It automated and streamlined processes for IT teams and employees who needed a laptop, password change, and other repeatable workflows. Next, enterprise service management rolled out across organizations to bring the same efficiencies to other departments. Now, Forrester’s Julie Mohr is calling for “intelligent service management” that promises to unify fragmented processes and solutions, with the help of AI.
“Service management is still at the core,” explained Mohr, principal analyst at Forrester and a guest speaker during a recent Freshworks webinar, “Uncomplicated Service Management: From Silos to Synergies.” “But what we see with AI is this intelligence layer that is so incredibly powerful.”
Mohr joined Ravi Tharisayi, senior director of product marketing at Freshworks, to make the case for “intelligent service management”—moving away from disjointed processes and adopting intelligent, unified strategies. But first, companies need to identify areas of friction and resist simply bringing in AI as a solution.
“AI is a great addition, but it doesn’t come and just start working on its own,” Mohr said during the webinar.
Using AI to revolutionize service management
Amid rising costs, resource strains, and evolving technology that adds layers of complexity, removing friction from processes and enabling personalized, predictive interactions is critical for delivering seamless support to employees and customers.
“Figure out ways to unleash the potential of AI in your organization,” she advised. “That will help you to better manage your costs and complexity, and then make sure that you're investing in proactive ways of applying those services.”
Intelligent service rests on tightening up three key areas, according to Mohr:
AI and knowledge management: While AI enhances knowledge processes, it cannot fix poor knowledge management practices on its own. Organizations must build reliable knowledge repositories, focusing on cultural transitions toward collaboration and information-sharing.
Assistive vs. agentic AI: Technologies that assist operations are distinct from agentic solutions that automate and execute tasks independently. Vendor partnerships, Mohr noted, are critical for successful implementations.
The AI feedback loop: Ultimately, ongoing feedback is critical to improving the accuracy and reliability of AI-powered service.
AI is a great addition, but it doesn’t come and just start working on its own.
Julie Mohr
Principal Analyst, Forrester
A permanent shift to ‘intelligent service’
“My view of this moving forward is no longer ESM, but intelligent service management,” said Mohr. “I'm trying to get my organization to shift the perspective and be able to rename this.”
During the webinar, Tharisayi also noted Freshworks' own mission to simplify service management through innovative solutions that cater to both IT and business teams, paving the way for AI-driven transformation.
Key takeaways from the session:
Focus on intelligent service management. Move beyond ITSM and traditional ESM toward enterprise-wide solutions powered by AI.
Ensure trusted knowledge management. Start building reliable knowledge repositories early, ensuring cultural alignment within teams.
Simplify and scale. Opt for cloud-native platforms that offer ease-of-use, transparent pricing, and seamless upgrades, avoiding overly customized approaches.
Invest in AI with purpose. Partner closely with vendors to co-create thoughtful AI adoption strategies aligned with your organizational goals.
Ready to evolve your service management practices? Access the webinar here, and access the Forrester Enterprise Service Management Wave report today and seize the opportunity to redefine excellence in service operations.
