Retailers have invested heavily in digital transformation over the past decade, but one area often left behind is employee support—especially for frontline workers who don’t sit at desks or log into portals all day. A new deal between 3CLogic and a major U.S. beauty retailer highlights how that’s starting to change.
3CLogic, an AI-powered contact center platform built specifically for ServiceNow, announced that the retailer has selected its Voice AI and Contact Center solution to modernize employee support. The deployment is part of a broader effort to replace a legacy on-premise contact center and align employee services with an upcoming rollout of ServiceNow HR Service Delivery (HRSD).
The message is clear: if retailers want faster, more intuitive employee experiences, especially at scale, voice and automation still matter—perhaps more than ever.
Why Legacy Contact Centers Are Holding Retail Back
The retailer employs thousands of associates across beauty stores nationwide, many of whom spend their shifts on the sales floor with little opportunity to access traditional support channels. Its existing on-premise contact center struggled to keep pace with the speed, flexibility, and automation expectations of a modern workforce.
That challenge isn’t unique. Many large retailers still rely on aging telephony systems that operate outside their core HR and IT platforms, creating friction for employees and inefficiencies for service teams. As organizations standardize on platforms like ServiceNow, disconnected voice systems increasingly stand out as a weak link.
By selecting 3CLogic, the retailer is effectively collapsing voice, SMS, and AI-driven automation into its ServiceNow environment—rather than treating contact center technology as a separate layer.
Voice Still Matters—Especially in HR
Despite the rise of chatbots and self-service portals, voice remains a critical channel for employee support, particularly in HR scenarios that require nuance or empathy.
“Voice remains a foundational communication channel, especially in human resources where empathy is as important as the speed of service,” said Denis Seynhaeve, CEO of 3CLogic. “We look ahead to supporting their digital transformation in 2026.”
That emphasis on empathy is notable. While AI is often positioned as a cost-saving tool, this deployment is focused just as much on accessibility—meeting employees where they are, whether that’s on the sales floor, in the stockroom, or away from a workstation entirely.
What the Retailer Gets From 3CLogic
The decision to deploy 3CLogic was driven by a set of practical HR value drivers designed to improve day-to-day employee interactions:
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Hands-free voice support that allows store associates to report HR issues without stepping away from customers.
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SMS-based HR communication for employees who don’t regularly use computers or corporate systems.
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Real-time HR ticket status updates via voice or SMS, removing the need to log into ServiceNow from a backroom PC.
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Native ServiceNow CTI and ACD capabilities, filling a key channel gap while maximizing ROI from the Now Platform.
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Unified HR analytics, integrating contact center data directly into ServiceNow Platform Analytics for deeper insight into employee needs and service performance.
Together, these capabilities aim to reduce friction for associates while giving HR leaders better visibility into demand patterns, resolution times, and operational trends.
A Broader Shift in Employee Experience Strategy
The move reflects a broader trend in HR technology: employee experience is no longer limited to portals and dashboards. For frontline-heavy industries like retail, healthcare, and manufacturing, experience is defined by speed, accessibility, and simplicity.
Voice AI and SMS may not sound cutting-edge compared to generative AI copilots, but for non-desk workers, they’re often the most effective channels. By embedding these capabilities directly into ServiceNow HRSD, the retailer avoids creating yet another system employees must learn.
This approach also aligns with ServiceNow’s push to position itself as the system of action for enterprise workflows, not just a ticketing platform.
Expansion Beyond HR Is Already Planned
While the initial rollout focuses on HR support, the retailer isn’t stopping there. Plans are already in place to extend the solution to the IT Service Desk using ServiceNow ITSM in early 2026.
That expansion will introduce additional 3CLogic Voice AI use cases, signaling a longer-term strategy to standardize voice-driven support across internal service functions. For large enterprises, consolidating HR and IT service experiences on a single platform can significantly reduce complexity and improve adoption.
Why This Win Matters for 3CLogic
For 3CLogic, landing a major beauty retailer reinforces its positioning as a purpose-built ServiceNow contact center partner—rather than a generic CCaaS provider bolted onto the platform.
As a ServiceNow certified Technology and Advanced Platform Build partner, 3CLogic offers solutions across IT Service Management, CRM and Industry Workflows, and HR Service Delivery. Its focus on native integration is increasingly important as enterprises look to simplify their application stacks.
The company plans to showcase its latest innovations at ServiceNow Knowledge 2026 in Las Vegas this May, where AI-driven service experiences are expected to be a central theme.
The Takeaway
This deployment underscores an often-overlooked reality of digital transformation: the most advanced platforms still fail if employees can’t easily access support in the flow of work.
By pairing ServiceNow HRSD with AI-powered voice and SMS through 3CLogic, the beauty retailer is betting on a more human-centered approach to automation—one that prioritizes accessibility and empathy alongside efficiency.
As frontline workforces continue to dominate sectors like retail, deals like this suggest the future of employee experience won’t be screen-first. It will be channel-agnostic, voice-enabled, and deeply integrated into the systems organizations already rely on.
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