The partnership combines 3CLogic's Voice AI and contact center solution for ServiceNow with Bettera's higher education ServiceNow practice to improve service for students, faculty, and staff.
Rockville, MD and Chicag, IL, September 15, 2026. 3CLogic, the leading Voice AI and contact center solution purpose-built for ServiceNow®, and Bettera, the only ServiceNow consulting partner built exclusively for higher education, today announced a strategic partnership to improve how colleges and universities serve students, faculty, and staff.
Over the past decade, campuses have moved most of their services to online portals, service catalogs, knowledge bases, chat, and most recently AI agents. And yet voice remains the primary channel people turn to when something matters. A parent calls as a financial aid deadline approaches. A faculty member calls during a system outage. A staff member calls with a benefits question they would rather not type into a form. On most campuses that call is handled by a contact center that sits independent of ServiceNow, with its own data and its own reporting. That separation is the challenge both companies have set out to resolve.
Two ServiceNow specialists, one campus experience
As CRM and contact center markets both move to own the customer experience, their capabilities increasingly overlap and compete. No single vendor delivers everything, so institutions end up adopting both and paying the price in the form of duplicate tools, broken workflows, and agents swivel-chairing between systems while callers wait. Addressing that gap requires two things: technology that fits together, and a service model built to run it.
3CLogic provides the technology, a headless voice layer that complements ServiceNow rather than competing with it. The Now platform remains the system of action and data while 3CLogic delivers Voice AI agents for routine requests and live agent experiences for the interactions in need of judgment, trust, and accountability.
Bettera delivers the service model and industry expertise. The firm works only in higher education and designs the service model around the technology, covering intake, routing, case types, knowledge, escalation paths, and the ownership questions that decide whether any of it holds up after go-live. An AI-native delivery model shortens implementation timelines and lowers cost for institutions under real budget pressure. Neither company asks a campus to buy a new platform. Both extend the investment the institution has already made in ServiceNow.
"Higher education does not have a technology problem. It has an experience problem," said David Holstein, CEO and Founder of Bettera. "A student who cannot get an answer about their aid package does not care which system is at fault. 3CLogic closes the gap between the call and the workflow, and it does it within the platform institutions already own. That is the kind of value we want our clients getting out of ServiceNow."
Where it helps
The partnership applies across the busiest parts of campus service, wherever call volume is high and the answer already lives in ServiceNow:
"Institutions want voice built into ServiceNow, not bolted next to it,” explains Guillaume Seynhave, SVP of Alliances at 3CLogic. “The campuses that get service right pair Voice AI agents with live agents, letting automation handle routine, high volume calls so their staff can focus on the moments that need judgment and empathy. That is the balance this partnership delivers. We deliver the voice layer while Bettera brings a service model built for how campuses really run. Its truly a case of better-together.”
Availability
3CLogic and Bettera are already at work on joint assessments and pilots for higher education institutions running ServiceNow. To learn more, come meet their teams at the upcoming EDUCAUSE conference or ServiceNow Chicago World Forum to explore how campuses can bring voice into ServiceNow workflows and daily engagements.
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About Bettera
Bettera is the only ServiceNow consulting partner built exclusively for higher education. Founded in 2026, Bettera helps colleges and universities use ServiceNow as an orchestration layer across the institution, spanning IT, HR, student services, advancement, and research administration. Bettera runs an AI-native delivery model designed to ship faster, with smaller teams and lower cost, while keeping governance in place from the start. Learn more at bettera.co.
About 3CLogic
3CLogic transforms customer and employee experiences with its patented and award-winning AI-powered cloud contact center solutions purpose-built to enhance today's leading CRM and Customer Service Management platforms. Globally available and leveraged by the world's leading brands, its offerings empower enterprise organizations with innovative capabilities, such as intelligent self-service, Voice AI, agent automation & coaching, real-time transcription, and AI-powered sentiment analytics—all designed to lower operational costs, maximize ROI, and deliver better, faster, and more personalized interactions for IT, employee, and customer service. For more information, please visit www.3clogic.com.