Panasonic Avionics Corporation replaces legacy systems with AI-powered ServiceNow CRM to support 300+ airlines

Key Terms

crm financial

Customer relationship management (CRM) is the set of tools, practices and software companies use to track and manage interactions with customers and potential customers, like an organized digital address book combined with a sales coach. It matters to investors because effective CRM systems can boost sales, improve customer retention and lower marketing costs, which directly affects revenue growth and profit margins — key drivers of a company’s value.

ai platform technical

An AI platform is a software environment that provides the tools, computing power and data connections needed to build, train, deploy and manage artificial intelligence models — like a combined toolbox and factory floor for machine-learning systems. For investors, it matters because the platform determines how quickly a business can turn new ideas into products, scale services, control costs and comply with rules; a strong platform can be a durable competitive advantage while a weak one can slow growth or raise risks.

configure-price-quote (cpq) financial

Configure-price-quote (CPQ) is software that helps sales teams build customized products or service bundles, calculate accurate prices and generate formal quotes quickly—like a digital menu that adapts prices as you add or change items. For investors, CPQ matters because it can speed up deal closing, reduce pricing errors, and improve profit margins and sales scalability, affecting revenue growth and the efficiency of a company’s sales operations.

marketing automation technical

Marketing automation is software that handles routine marketing tasks—like sending emails, posting messages, and tracking customer actions—automatically according to pre-set rules. Think of it as a programmable assistant or assembly line for customer outreach: it reduces manual work, helps reach more potential buyers consistently, and produces measurable data on campaign performance, which can signal lower costs, faster growth, and clearer return-on-investment for investors.

ServiceNow CRM selected to modernize end-to-end customer operations with the ServiceNow AI Platform powering Panasonic Avionics across the enterprise

SANTA CLARA, Calif.--(BUSINESS WIRE)-- ServiceNow (NYSE: NOW), the AI control tower for business reinvention, today announced an expanded relationship with Panasonic Avionics Corporation, a global leader for in-flight engagement. Panasonic Avionics will replace siloed legacy systems with ServiceNow CRM and Now Assist, integrated with Aria Billing Cloud and Tenon Marketing Automation, to modernize and unify sales, service, marketing, and billing for more than 300 airlines worldwide with real-time customer insights and AI-driven workflows. With this expansion, the ServiceNow AI Platform powers Panasonic Avionics across its enterprise, supporting IT, customer service, engineering, and HR.

The challenge: legacy systems limited real-time visibility across 300+ airlines

Panasonic Avionics has consistently been at the forefront of aviation innovation, delivering in-flight engagement services such as high-speed internet, seatback and personal-device entertainment, on-demand TV, and interactive maps. As the business grew, the company needed a single platform to replace legacy, siloed CRM and billing systems.

The solution: ServiceNow connects sales, service, and billing on a single AI-powered platform

ServiceNow CRM’s AI agents, data, and workflows connect Panasonic Avionics’ customer operations to drive better experiences while helping cut costs. ServiceNow Sales and Order Management for Telecommunications, including Logik.ai from ServiceNow’s configure-price-quote (CPQ) capabilities, replaces legacy systems to accelerate deal configuration and speed the sales process from opportunity to order fulfillment. Now Assist, ServiceNow's native AI experience, delivers AI-powered case resolution, proactive service recommendations, and self-service automation to help Panasonic Avionics address airline customer needs faster and improve operational efficiency.

Integrations with Aria Billing Cloud via the Aria Billing Studio for ServiceNow app, along with Tenon Marketing Automation, extend ServiceNow’s ability to provide complete lead-to-cash capabilities. By unifying pricing, billing, and marketing on the ServiceNow AI Platform, Panasonic Avionics gains a real-time, end-to-end view of customers and services. This enables faster sales response, streamlined service delivery, and AI-driven insights across the business.

Building on a long-standing partnership

In 2019 Panasonic Avionics implemented ServiceNow Customer Service Management to accelerate self-service, increase productivity, and speed up issue resolution. With the added CRM and Now Assist capabilities, ServiceNow has become the foundation of Panasonic Avionics’ enterprise platform, supporting the company across IT, HR, service, and engineering with plans to deliver additional AI-powered experiences.

Comments on the news:

“When you're supporting hundreds of airlines and thousands of aircraft, reliability and speed are mission-critical,” said Paul Fipps, president of Global Customer Operations at ServiceNow. “By unifying sales, service, and billing on the ServiceNow AI Platform, Panasonic Avionics can move beyond visibility to action -- using AI to anticipate issues, guide decisions in real time, and automate work across operations.”

“Panasonic Avionics has been at the forefront of aviation innovation for more than 45 years,” said Kevin Abbott, head of Global IT at Panasonic Avionics. “Extending our relationship with ServiceNow allows us to elevate how we support our airline customers today, while building a flexible, scalable foundation that can evolve with the future of in-flight engagement.”

About ServiceNow

ServiceNow (NYSE: NOW) is the AI control tower for business reinvention. The ServiceNow AI Platform integrates with any cloud, any model, and any data source to orchestrate how work flows across the enterprise. By unifying legacy systems, departmental tools, cloud applications, and AI agents, ServiceNow provides a single pane of glass that connects intelligence to execution across every corner of business. With more than 80 billion workflows running on the platform each year, ServiceNow helps organizations turn fragmented operations into coordinated, autonomous workflows that deliver measurable results. Learn how ServiceNow puts AI to work for people at www.servicenow.com.

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Source: ServiceNow