ServiceNow and Docusign: How Seamless Agreement Workflows Power Better Customer Experiences

In a session at our flagship annual conference, Docusign Momentum, leaders from Docusign and ServiceNow opens in a new tab recently explored a simple but powerful idea: customers may not remember your processes, but they'll remember how you made them feel.

Ashley Rummel, director of strategic alliances at Docusign, joined Eddie Hincewicz, AI engineer at Docusign, and Michael Meiner, senior director of product management at ServiceNow, to discuss how organizations can reduce friction from critical agreement workflows. They shared that when agreements, identity verification, and approvals are seamlessly integrated, businesses can accelerate revenue, improve efficiency, and build stronger customer relationships.

The hidden cost of friction

Rummel opened the conversation with a relatable analogy about airport security. While most travel experiences are designed around convenience and speed, TSA checkpoints often introduce unavoidable delays and uncertainty. Customers tolerate the process because it's necessary, but they remember the friction.

"The moment when you ask your customers to do something and the way that it's designed determines everything that follows," Rummel said.

The same dynamic exists in business workflows. Whether customers are verifying their identity, providing information, reviewing terms, or signing agreements, every interruption creates risk for the business. Delays, manual handoffs, and disconnected systems can slow revenue, increase service costs, and damage customer trust.

On the other hand, organizations that create seamless agreement experiences can review and evaluate transactions faster, improve conversion rates, accelerate revenue realization, and increase customer retention.

Bringing agreements into the flow of work

To illustrate what's possible, Hincewicz demonstrated how Docusign Intelligent Agreement Management (IAM) integrates directly with ServiceNow to automate customer onboarding workflows.

Traditionally, the process of opening new accounts might involve multiple emails, document exchanges, manual identity verification steps, and significant administrative effort. Instead, ServiceNow can automatically trigger a Docusign workflow. The customer then receives a digital form, verifies their information in real time, completes identity verification, and signs an enterprise service agreement, all without leaving the guided workflow. Meanwhile, a customer service representative can track every step, directly within ServiceNow.

The result for ServiceNow is less manual work, greater visibility, and significantly faster time to revenue.

AI makes connected experiences more powerful

After an agreement is completed, ServiceNow's AI assistant works with Docusign Iris to retrieve specific contract information directly from Docusign without requiring users to switch systems or manually search documents.

Rather than simply summarizing information, the next generation of AI is increasingly focused on helping teams take action. That shift from information retrieval to intelligent workflow execution is becoming a central focus for both companies.

Real-world results from United Airlines and Lenovo

The discussion also highlighted how customers are already seeing measurable outcomes from integrated agreement workflows.

United Airlines opens in a new tab’ employee onboarding was a slow and laborious process due to the manual handling of fingerprint authorization forms. Every form had to be created, routed, signed, and tracked manually.

By integrating Docusign and ServiceNow, United transformed what had been a multi-day or even multi-week process into one that could be completed within 24 hours.

Lenovo opens in a new tab saw similar results by embedding agreement workflows into its customer onboarding processes. According to Hincewicz, the company saw 40% faster onboarding opens in a new tab for enterprise customers, improved customer acceptance workflows, and higher Net Promoter Scores (NPS).

These examples demonstrate how operational improvements behind the scenes can directly impact customer experience outcomes.

The future of AI-powered agreement workflows

Looking ahead, both companies emphasized the growing role of agentic AI and Model Context Protocol (MCP) integrations.

ServiceNow recently launched its MCP Registry opens in a new tab, allowing organizations to establish trusted AI connections while maintaining governance and control. Meiner announced that Docusign's MCP server is expected to become a certified MCP server within ServiceNow, creating new opportunities for AI agents to securely interact with agreement data and workflows.

The companies are also continuing to expand integrations across HR, financial services, employee workflows, service delivery, and customer onboarding use cases.

Start with one workflow

For organizations wondering where to begin, Meiner offered straightforward advice.

"You don't want to boil the ocean," he said. "Take one use case where you see the opportunity for end-to-end integration of your workflows with e-signature."

Whether it's employee onboarding, financial approvals, customer service, or sales agreements, identifying a single high-friction process can create a foundation for broader transformation.

The ultimate goal is removing the moments that slow customers down and replacing them with seamless, trusted experiences.

As Rummel concluded, organizations should choose one moment in their agreement journeys where they could transform it into a seamless experience for their customers and employees. 

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