Configuring a contact as a consumer

concept australia Updated Sep 10, 2026 1 min read configuring-a-contact-as-a-unified-consumer.md

Associating a contact with the consumer in Customer Service Management (CSM) application enables you to function as both a B2B contact and a B2C consumer. Using this feature, you can easily switch between different customer portals without separate login credentials.

Contact as a consumer

Earlier, Customer Service Management (CSM) required separate user records for each customer persona. If a person was both a B2B contact and a B2C consumer, they needed two distinct user accounts with separate credentials. To meet customer expectations, the contact as a consumer feature provides a unified login experience. Individuals who hold multiple customer roles within the same ServiceNow® platform can use a single account.

For example, in banking and financial services, a customer has a personal savings account (B2C consumer) and also owns a small business with a business account (B2B contact). With Contact as a Consumer, they can use one login to manage both accounts, switching between personal and business contexts as needed.

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---
title: Configuring a contact as a consumer
description: Associating a contact with the consumer in Customer Service Management \(CSM\) application enables you to function as both a B2B contact and a B2C consumer. Using this feature, you can easily switch between different customer portals without separate login credentials.
locale: en-US
canonical_url: https://www.servicenow.com/docs/r/australia/customer-service-management/configuring-a-contact-as-a-unified-consumer.html
release: australia
topic_type: concept
last_updated: "2026-09-10"
reading_time_minutes: 1
breadcrumb: [Configuring a Unified User, User management, Set up your environment, Configure, Customer Service Management]
---

# Configuring a contact as a consumer

Associating a contact with the consumer in Customer Service Management \(CSM\) application enables you to function as both a B2B contact and a B2C consumer. Using this feature, you can easily switch between different customer portals without separate login credentials.

## Contact as a consumer

Earlier, Customer Service Management \(CSM\) required separate user records for each customer persona. If a person was both a B2B contact and a B2C consumer, they needed two distinct user accounts with separate credentials. To meet customer expectations, the contact as a consumer feature provides a unified login experience. Individuals who hold multiple customer roles within the same ServiceNow® platform can use a single account.

For example, in banking and financial services, a customer has a personal savings account \(B2C consumer\) and also owns a small business with a business account \(B2B contact\). With Contact as a Consumer, they can use one login to manage both accounts, switching between personal and business contexts as needed.