Migrate from ServiceNow Customer Service Management to HubSpot Service Hub

ServiceNow Cases map directly to HubSpot Tickets. The Case number becomes the Ticket ID field. Case state and priority map to HubSpot Ticket status and priority. Case Assignment and Assignment Group map to HubSpot Ticket owner and team via a pre-built owner lookup table generated during scoping. Active vs closed status maps to HubSpot's open/closed ticket lifecycle.

ServiceNow Case Tasks are child records of Cases with their own assignment chain and status. HubSpot Tickets have a conversation thread rather than a separate child record type. We map Case Tasks to HubSpot Ticket conversations in chronological order, preserving the task description as a conversation entry and any assigned-to user as a thread attribution. Parent-child hierarchy is resolved by threading against the mapped Ticket.

ServiceNow Accounts (customer companies) map 1:1 to HubSpot Companies. The Account hierarchy in ServiceNow maps to HubSpot's company hierarchy where parent-subsidiary relationships exist. Account address, industry, and custom fields migrate to matching HubSpot Company properties. Account is created before any Contact import so that the Company lookup is satisfied at Contact insert time.

ServiceNow Contacts are individuals linked to Accounts, mapping 1:1 to HubSpot Contacts. Email, phone, role, and any custom Contact properties migrate to matching HubSpot Contact properties. The Contact-to-Account relationship is preserved by resolving the Account reference to the corresponding HubSpot Company ID at migration time.

ServiceNow Consumer records (B2C persons) map to HubSpot Contacts. ServiceNow distinguishes Consumers from Contacts for B2C scenarios. We import all Consumer records as HubSpot Contacts and flag records that originated as Consumers so the customer's admin can apply any B2C-specific lifecycle or property conventions in HubSpot.

ServiceNow Service Definitions link products and services to case types and define eligibility rules. HubSpot has no native Service Definition equivalent. We export Service Definitions as structured metadata (name, description, linked products, eligibility criteria) and create a HubSpot custom object with matching fields and a lookup to the relevant Company records. Service Definition to Case linking is reconstructed via a custom Ticket property that references the Service Definition custom object.

ServiceNow Install Base tracks products sold to customers including warranty status and contract associations. HubSpot has no native asset or install base object below Enterprise tier. We create a HubSpot custom object Installed_Product__c with fields for product name, serial number, warranty status, contract reference, and a lookup to the related Company. Case-to-Install Base relationships are reconstructed via a custom Ticket property.

ServiceNow Service Organizations represent internal or external business locations that handle cases. HubSpot Teams provide organizational grouping for agents and tickets. We map Service Organization hierarchy to HubSpot Teams, preserving the internal/external designation in a Team description field. Service Organization-to-Case routing is reconstructed using HubSpot Team-based assignment rules in the workflow builder post-migration.

ServiceNow CSM instances routinely carry custom fields added to Case, Account, Contact, and Consumer tables via form configuration. We export the full extended schema including choice lists and reference fields, then pre-create equivalent HubSpot custom properties before data import. Reference fields that point to other ServiceNow tables are reconstructed as HubSpot associations or custom properties depending on the destination field type available.

ServiceNow Knowledge Articles are versioned content records accessible via the Table API. We migrate article text, metadata, category assignments, and publish status to HubSpot Knowledge Base articles. HTML content is preserved and rendered at the destination. Article publish dates and author information transfer to HubSpot article metadata. Note that HubSpot's pre-built Knowledge Base importer handles basic article migration; we use the API for full metadata and HTML fidelity where the importer falls short.

File attachments on Cases and Case Tasks use ServiceNow's document ID system. We extract files via the ServiceNow Attachment API, preserving file name, MIME type, and content. Files are re-associated to the corresponding HubSpot Ticket using HubSpot's file upload API and linked to the Ticket record via the ticket_attachment association. Attachment order relative to case activity is preserved by setting the file upload timestamp to match the original ServiceNow creation timestamp.

ServiceNow Community peer-to-peer forum threads and replies are not migrated. Community engagement metrics (votes, views, reply counts) are typically reset at any destination. We export Community thread metadata as a structured report and recommend the customer use HubSpot's customer community features or a third-party community platform post-migration. This is documented in the written handoff inventory.