Day Two at Knowledge12 brought me into closer contact with ServiceNow's founder Fred Luddy and CTO Arne Josefsberg, as I sat down after the keynote for one-on-one meetings that brought the company's key strategies into clearer focus. The Luddy keynote was instructive, too, revealing the company founder to be a true techie, who can deploy ServiceNow solutions and program an airline tracking program in real time. However, the most essential message from ServiceNow concerned the importance of the customer.

All three key trends in the ServiceNow portfolio of offerings are the direct outgrowth of customer requests: