May 16, 2024

ServiceNow to Microsoft Dynamics 365

Integrate Dynamics 365 CRM and ServiceNow easy and fast


Integrating ServiceNow with Microsoft Dynamics 365 CRM is crucial for organizations aiming to synchronize their IT service management (ITSM) and customer relationship management (CRM) processes. By bridging these platforms, businesses can streamline operations, improve data consistency, and enhance customer experiences.

ServiceNow- Dynamics 365  Key capabilities and Features:


  • Comprehensive ITSM suite for incident, problem, change, and asset management.
  • Service Catalog for managing service requests and automating workflows.
  • Configuration Management Database (CMDB) for maintaining IT asset and configuration information.
  • Performance Analytics for tracking service performance and optimizing operations.

Microsoft Dynamics 365 CRM

  • Sales: Manage leads, opportunities, and customer accounts effectively.
  • Marketing: Plan, execute, and track marketing campaigns and initiatives.
  • Customer Service: Provide personalized customer service and support.
  • Field Service: Dispatch technicians and manage service operations in the field.
  • Reporting and Insights: Analyze customer data to drive informed business decisions.

Why the need for Microsoft Dynamics 365 CRM to ServiceNow Integration

Integrating Microsoft Dynamics 365 CRM with ServiceNow is essential for enhancing operational efficiency and improving customer service. This integration allows seamless data flow between sales, customer service, and IT support functions, ensuring that customer information is up-to-date and accessible across all departments. By synchronizing customer interactions and service requests, organizations can reduce response times, minimize errors, and provide a more cohesive and personalized customer experience. Additionally, this  integration helps in automating workflows, streamlining processes, and generating comprehensive reports, thereby enabling better decision-making and fostering collaboration across teams.

  • Siloed data and processes between ITSM and CRM systems hinder collaboration and data consistency.
  • Duplication of effort in managing customer and IT service data separately.
  • Lack of real-time visibility into IT service requests and customer interactions.
  • Inefficient manual data entry and synchronization tasks.

ServiceNow to Microsoft Dynamics 365 CRM Integration challenges

Integrating ServiceNow with Microsoft Dynamics 365 CRM involves several challenges, including ensuring data consistency and accuracy, aligning different data models and workflows, and managing technical complexities like API limitations. Additionally, safeguarding data security and compliance is critical during integration. Overcoming these hurdles is essential for leveraging the full potential of both platforms and achieving a seamless, efficient operational ecosystem.

  • Complex data mapping and transformation requirements.
  • Ensuring data integrity and consistency across systems.
  • Addressing differences in data schemas and APIs.
  • Orchestrating bidirectional data flows and managing dependencies.

ServiceNow integration to Dynamics 365 CRM benefits:

  1. Streamlined Processes: Integration allows for seamless communication and data exchange between ServiceNow's IT service management (ITSM) functions and Dynamics 365 CRM's customer relationship management capabilities, streamlining business processes across departments.
  1. Improved Data Accuracy: By synchronizing data between ServiceNow and Dynamics 365 CRM, organizations can ensure consistency and accuracy of information, reducing the risk of errors associated with manual data entry and duplication.
  1. Enhanced Customer Experience: Integration enables organizations to provide more personalized and efficient customer service by empowering customer-facing teams with real-time access to relevant IT service information and customer data.
  1. Increased Operational Efficiency: Automation of workflows and processes through integration reduces manual effort, speeds up response times, and improves overall operational efficiency, allowing teams to focus on higher-value tasks.
  1. Better Decision-Making: Access to comprehensive data from both ITSM and CRM systems provides stakeholders with a holistic view of operations and customer interactions, enabling informed decision-making and strategic planning.
  1. Cost Savings: By eliminating redundant processes and improving efficiency, organizations can reduce operational costs associated with IT service management and customer service delivery.
  1. Scalability and Flexibility: Integrated systems can adapt to changing business needs and scale with organizational growth, allowing for the addition of new functionalities, applications, and services as required.
  1. Compliance and Governance: Integration helps ensure compliance with data privacy regulations and internal governance policies by centralizing data management and access controls, reducing the risk of non-compliance.

Choosing the right integration approach to integrate Dynamics 365 and ServiceNow

Deciding on the best integration solution for ServiceNow to Microsoft Dynamics 365 CRM integration involves careful consideration of various factors. In the following table, we’ll take a look at the most important criteria:



Understand Your Integration Needs 

Define integration objectives, data synchronization frequency, business rules, and transformations. 

Assess Compatibility and Scalability 

Ensure compatibility with ServiceNow and Dynamics 365 CRM. Consider scalability for future growth. 

Review Integration Features 

Look for pre-built connectors, data mapping tools, workflow automation, error handling, and monitoring. 

Consider Security and Compliance 

Evaluate data encryption, authentication, role-based access controls, and compliance with regulations. 

Assess Ease of Use and Customization 

Consider user-friendly interface, customization options, and ease of configuration. 

Evaluate Vendor Reputation and Support 

Research vendor reputation, customer reviews, technical support availability, and documentation quality. 

Calculate Total Cost of Ownership 

Include licensing fees, implementation costs, ongoing maintenance, and scalability expenses. 

Test Integration Performance 

Conduct POC or pilot projects to test data throughput, latency, error handling, and scalability. 

Consider Future Integration Needs 

Anticipate additional application, data sources, and business process integration requirements. 

To ensure successful integration, companies should seek middleware platforms like ZigiOps. ZigiOps offers out-of-the-box integration templates, customizable workflows, and real-time data synchronization capabilities tailored for ServiceNow and Microsoft Dynamics 365 CRM.

ZigiOps no-code integration platform

ZigiOps is an integration platform designed to seamlessly connect ServiceNow with Microsoft Dynamics 365 CRM and other enterprise applications. It simplifies integration development and management, accelerates deployment, and minimizes risks.

Benefits of Integration with ZigiOps for integrating Dynamics 365 to ServiceNow

Integrating ServiceNow with Microsoft Dynamics 365 CRM through ZigiOps provides several benefits:

  • Streamlined processes and improved operational efficiency.
  • Enhanced data accuracy and consistency across ITSM and CRM systems.
  • Better customer experiences through unified service delivery.
  • Real-time visibility into IT service requests and customer interactions.
  • Reduced manual effort and errors in data entry and synchronization.
  • Accelerated deployment and time-to-value with out-of-the-box integration templates.
  • Scalability and flexibility to adapt to evolving business needs.

By leveraging ZigiOps for integration, organizations can unlock the full potential of ServiceNow and Microsoft Dynamics 365 CRM, driving business growth and customer satisfaction. But let’s take a closer look at how, with the help of the ZigiOps no-code integration platform, companies can easily connect their ServiceNow and Dynamics 365 instances.

ServiceNow Dynamics 365 integration – common use case

The most common use case regarding the Dynamics 365 integration with ServiceNow is to transfer and sync incidents.

A new incident in ServiceNow prompts the team to transfer it to Dynamics 365 for handling by another team. Manual data transfer often leads to discrepancies and data silos, causing misunderstandings and productivity disruptions. ZigiOps resolves these issues with advanced data filtering, ensuring only preferred incidents are transferred to Dynamics 365. Users have control over field mapping conditions, defining the information collected. The ZigiOps connector automatically updates Dynamics 365 when there's a ServiceNow incident update and closes the incident in Dynamics 365 when it's closed in ServiceNow.

ServiceNow to Microsoft Dymanics 365 integration| Steps

Data Types that will be transferred between the systems: Incidents.

ServiceNow (Incidents) → Dynamics 365 (Incidents)

Dynamics 365 (Incidents) → ServiceNow (Incidents)

Step 1 – Set Up

The process integrating ServiceNow with Dynamics 365 involves deploying the ZigiOps platform. Accessible on both iPaaS (Integration Platform as a Service) and on-premises environments, ZigiOps boasts an intuitive installation process, requiring only a few clicks to initialize.

For on-premises installations, the entire setup generally concludes within five minutes. Notably, ZigiOps is architected as a no-code solution, obviating the necessity for additional coding endeavors.

ZigiOps no-code platform login screen
ZigiOps initial login with credentials

Accessing ZigiOps is a seamless and uncomplicated procedure. The integration platform requires only a username and password for login, ensuring a swift and user-friendly authentication experience. More details can be found in the documentation section.

Step 2: ZigiOps Dashboard Features

Upon login, users are effortlessly directed to the main Dashboard. Here, critical information is readily accessible, including the tally of current system integrations, active licenses, and the status of connected systems.

ZigiOps no-code platform dashboard details and metrics
ZigiOps Dashboard details  

Moreover, it furnishes information regarding the number of extracted records within a predetermined timeframe, vital statistics, and the overall health status of both systems and the integration platform.

Step 3: Connected Systems Menu

The Connected Systems Menu in ZigiOps enables users to view the systems they intend to integrate. In our scenario, these systems include ServiceNow and Microsoft Dynamics 365. Clicking on "Add a new system" within the ZigiOps no-code platform will display a comprehensive list of available systems for integration.

ZigiOps no-code platform  template library
ZigiOps: Integration templates library

Step 4: Connected systems configuration

Connecting to Microsoft Dynamics 365 (MD365 CRM)

Connecting ZigiOps with each of the systems we’d like to integrate is crucial. We’ll first start with Microsoft Dynamics 365. Here are the exact steps:

  • Log into your ZigiOps instance.

From the Navigate to Connected Systems → Add New System → MS-Dynamics and then, we can configure the following parameters:

  • Server URL → Input the URL of your instance. For example,
  • Client ID → Input the Client ID of your instance.
  • Client Secret → Input the Client Secret of your instance.
  • Tenant ID → Input the Tenant ID of your instance.
  • Proxy Settings → Enables the usage of a proxy server.
ZigiOps no-code platform- connecting to Microsoft Dynamics 365
ZigiOps: Connecting to Microsoft Dynamics 365 instance

Once we check the settings, and if they are correct, we can click the Save button to save the system.

Connecting to ServiceNow

Allowing ZigiOps to connect to the ServiceNow instance happens in the exact same way:

  1. Log into your ZigiOps instance.

From the  ConnectedSystems → Add New System → ServiceNow, after that we can configure the following parameters:

  • Server URL → Input the URL of your instance. For example,
  • Username → Input the username of the ServiceNow user.
  • Password → Input the password for the above ServiceNow user.
  • Proxy Settings → Enables the usage of a proxy server if needed.
ZigiOps no-code platform- connecting to ServiceNow system
ZigiOps: Connecting to ServiceNow instance

If all is OK, we can click the Save button to save the system.

Step 5: Dynamics 365 ServiceNow integration template

Within ZigiOps' primary integration section, users can view targeted systems, designated data categories for transfer and synchronization, and the correlation logic facilitating seamless integration processes.

ZigiOps no-code platform- integrate Dynamics 365 to ServiceNow template
ZigiOps: ServiceNow Dynamics 365 integration template

Upon loading the ServiceNow Dynamics 365 integration template for transferring incidents between the systems there some adjustments to be made:

  • Set Dynamics 365 as a source system.
  • Point ServiceNow as a destination system.
  • Define the entity type from Dynamics 365. In the particular use case scenario, this would be an incident.
  • Define the entity type in ServiceNow - incident again.

What’s more, we can specify the precise action for the ZigiOps connector upon linking Dynamics 365 and ServiceNow systems. Following that, we configure bi-directional updates through the correlation section. After saving, we fine-tune advanced data mapping for ongoing integration. ZigiOps then enhances our control over Dynamics 365 to ServiceNow integration.

Step 6 Microsoft Dynamics 365 ServiceNow Integration with ZigiOps

Action Levels

That is possible through the tools action levels. We can have as many as we need. In our current use case scenario, the action levels will be limited to just 3: Create Incident, Update Incident and Update Incident.

6.1. Create Incident Action

ZigiOps offers flexibility in tailoring integrations to meet current requirements. Users can easily choose triggers, trigger conditions, and expressions as needed.

ZigiOps no-code platform- integrate Dynamics 365 to ServiceNow template

Effective trigger conditions are essential for a successful integration between ServiceNow and Microsoft Dynamics 365 via ZigiOps. Using polling as a trigger action, ZigiOps actively monitors newly created incidents in ServiceNow, allowing customization of scanning intervals—whether in minutes, seconds, or days. Furthermore, specifying field names and values is crucial for trigger conditions, ensuring ZigiOps initiates scans only when specified criteria are met.

6.2. Update Incident Action

ZigiOps no-code platform- updating Microsoft Dynamics 365 incident
ZigiOps: ServiceNow Dynamics 365 integration: update Microsoft Dynamics 365 incident  

The advanced Field Mapping options offer users the opportunity to customize ZigiOps to capture maximum detail according to their needs.

6.3. Update Incident in ServiceNow Action

ServiceNow incident updates are pivotal for integrating ServiceNow with Microsoft Dynamics 365. Enriched with information, they provide teams operating between these systems with clearer data perspectives, facilitating better and easier decision-making processes.

A screenshot of a computerDescription automatically generated
   ZigiOps: ServiceNow Dynamics 365 integration: update ServiceNow incident  


For further details, feel free to check out our ServiceNow to Microsoft Dynamics 365 integration page.  


In conclusion, integrating ServiceNow with Microsoft Dynamics 365, facilitated by ZigiOps, offers a streamlined solution to optimize workflow efficiency and data management. By seamlessly transferring incidents between platforms and ensuring data integrity through advanced filtering and mapping capabilities, ZigiOps minimizes discrepancies and enhances collaboration between teams. With real-time updates and automated processes, the integration promotes productivity and ensures accurate, synchronized data across both platforms, ultimately driving organizational success and customer satisfaction.

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