---
sourceDocument: Brazil Customer Relationship Management
sourceDocumentLink: https://www.servicenow.com/docs/r/customer-relationship-management

 Release :

    - brazil

ft:locale :

    - en-US

ft:publication_title :

    - Brazil Customer Relationship Management

ft:clusterId :

    - crm

bundleId :

    - crm

workflow :

    - CRMI


---

# Customer Service Management

# Customer Service Management {#ariaid-title1}

Release version: Brazil  
Updated September 10, 2026  
![](https://www.servicenow.com/docs/portal-asset/ico-clock) 2 minutes to read
Summarize  
![AI sparkle icon](https://servicenow.com/docs/portal-asset/ai-sparkle-icon) Summarized using AI  
This content was generated using new OpenAI-powered functionality. Results are provided on an as is basis and are not guaranteed to be accurate or complete.  

## Summary of Customer Service Management

Customer Service Management (CSM) is the core component of the CRM solution on the ServiceNow AI Platform.
It centralizes the management of customer information, service requests, and the shared data model that integrates the broader CRM portfolio.
CSM ensures that customer data---covering accounts, contacts, products, and service history---is consistent and accessible across different departments and roles without manual synchronization.
Show full answer Show less  

## Key Features

* **Unified Customer Data Model:** CSM maintains a single source of truth for customers, assets, entitlements, and cases used by all CRM products.
* **Cross-Role Collaboration:** Service agents, sales representatives, and field technicians access and update the same customer records, providing full lifecycle visibility.
* **Integration with CRM Products:** CSM seamlessly integrates with specialized CRM solutions, enriching the customer experience with relevant workflows and data.

## CSM Extensions Across CRM Portfolio

CSM acts as the foundation for multiple CRM products, each extending its capabilities for specific industries or functions:

* **Field Service Management:** Enables on-site service by converting CSM cases into work orders, dispatching technicians with full customer and asset context.
* **Sales CRM:** Manages the commercial customer lifecycle including selling, quoting, order fulfillment, and contract management.
* **Financial Services Operations:** Adds banking and insurance-specific workflows and case types to CSM case management.
* **Telecommunications Service Management:** Provides telecom-specific workflows for customer accounts and network service issues.
* **Public Sector Digital Services:** Supports government agencies with constituent portals and cross-agency coordination workflows.
* **Healthcare and Life Sciences:** Introduces healthcare workflows for managing patient requests and care coordination.
* **Manufacturing Commercial Operations:** Supports dealer relationships, warranty claims, and product lifecycle through enhanced workflows.
* **Retail:** Offers applications designed to optimize retail operations and service management.

## Key Outcomes

By leveraging CSM, ServiceNow customers can expect a unified, consistent, and comprehensive customer data experience that drives collaboration across teams and enhances service delivery. This foundation reduces data redundancy and supports specialized industry workflows, enabling organizations to serve customers more effectively throughout the entire customer lifecycle.  
Customer Service Management (CSM) is the foundation of the CRM solution. It defines how customers are managed, how service requests are tracked, and how the shared data model that connects the rest of the CRM portfolio is built and
maintained.

## Role of CSM in CRM {#crm-about-csm-in-crm__section_z3k_yng_y3c}

Every interaction in a CRM solution starts with a customer: an account, contact, or consumer; a product they own; and a history of how the organization has served them. CSM is where that customer information lives. It provides the data model for customers, assets, entitlements, and cases that the rest of the CRM products use. For example, when a sales team closes a deal in
Sales CRM and updates a customer record, those updates are reflected in CSM. When a field technician arrives at a customer site, the account and asset information they see in FSM is similarly referenced in CSM.

Because CSM operates on the ServiceNow AI Platform alongside the other CRM products, the customer data it maintains does not need to be duplicated or synchronized manually. A service agent, a sales representative, and a field technician can each work from the
same customer record, seeing the full context of the relationship at any point in the customer lifecycle.

## CSM across the CRM portfolio {#crm-about-csm-in-crm__section_utt_14g_y3c}

{#crm-about-csm-in-crm__table_cv3_t2p_z3c__entry__3}

| Product or solution | Extends CSM to cover | What it adds |
|-|-|-|
| Field Service Management | On-site service delivery | Work orders created from CSM cases dispatch technicians with full customer and asset context, and feed completion status back to the originating case. |
| Sales CRM | The commercial customer lifecycle | Extends the customer relationship to cover selling, quoting, order fulfillment, and contract management. |
| Financial Services Operations | Banking and insurance operations | Extends CSM case management with financial services workflows and case types specific to banking and insurance. |
| Telecommunications Service Management | Telecom customer and network service | Extends CSM with telecom-specific case types and workflows for managing customer accounts and network issues. |
| Public Sector Digital Services | Government service delivery | Extends CSM for government agencies, adding constituent-facing portals and cross-agency workflow coordination. |
| Healthcare and Life Sciences | Patient and care provider service | Extends CSM with healthcare-specific workflows for managing patient requests and care coordination. |
| Manufacturing Commercial Operations | Manufacturing sales and service | Extends CSM and Sales CRM with workflows for managing dealer relationships, warranty claims, and product lifecycle operations. |
| Retail | Retail operations and service management | Extends CSM with a suite of applications to help customers optimize their retail processes. |
[Table 1. CSM and CRM products and solutions]

{#crm-about-csm-in-crm__table_cv3_t2p_z3c}