--- 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 --- # About CRM # About CRM {#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 About CRM The Customer Relationship Management (CRM) applications on the ServiceNow platform enable organizations to manage customer interactions, service requests, field operations, and order fulfillment throughout the entire customer lifecycle. These applications unify people, processes, and data, providing teams with a shared customer view and streamlined workflows. Show full answer Show less Built on the ServiceNow AI Platform, the CRM suite ensures seamless customer context sharing across teams and systems without duplication or manual synchronization. Key capabilities include case and work order management, workflow automation, self-service tools, AI-assisted agent support, and configurable workspaces with guided playbooks. ## Key Features * **Case and Work Order Management:** Track customer issues, service requests, and field tasks from initiation to resolution. * **Workflow Automation:** Automate task assignment, notifications, and coordination across front, middle, and back-office teams. * **Self-Service Tools:** Provide portals, virtual agents, and knowledge bases for customers to independently resolve issues. * **AI-Assisted Agent Tools:** Offer recommended actions, case summarization, and predictive routing to improve agent efficiency while maintaining agent accountability. * **Configurable Workspaces and Playbooks:** Deliver relevant information and guide agents through consistent processes. ## Benefits * Connect cross-departmental teams to track and resolve customer issues without manual handoffs. * Equip agents and field technicians with comprehensive customer views, including account history, active cases, entitlements, and installed products. * Reduce contact volume and resolution times using self-service options and automated workflows. * Manage the complete product sales lifecycle---from leads and opportunities to order fulfillment and contract renewals---on a single platform. * Leverage industry-specific workflows and data models tailored to sectors such as telecommunications, financial services, healthcare, government, and technology. ## CRM Products and Solutions * **Customer Service Management:** Manage customer cases and automate service workflows to provide proactive support by connecting front, middle, and back-office teams. * **Field Service Management:** Coordinate on-site service requests with automated scheduling, mobile task access, and real-time work order visibility for dispatchers, managers, and technicians. * **Sales CRM:** Oversee the product sales lifecycle, including lead management, quote generation, order capture, fulfillment, and contract management. * **Industry Solutions:** Extend core CRM capabilities with prebuilt workflows and data models specific to industries such as Financial Services, Healthcare and Life Sciences, Manufacturing, Public Sector, Retail, and Telecommunications, Media, and Technology. Use the Customer Relationship Management (CRM) applications on the ServiceNow platform to manage customer interactions, service requests, field operations, and order fulfillment across the full customer lifecycle. Whether you are starting or expanding a CRM implementation, learn more about the available products, features, and workflows that can help your organization deliver consistent, connected customer experiences. ## Overview of CRM {#crm-about-customer-relationship-mgmt__section_z3k_yng_y3c} The ServiceNow CRM applications bring together the people, processes, and data involved in serving customers, giving every team a shared view of the customer and the workflows needed to act on it. Because all CRM applications share a common data model on the ServiceNow AI Platform, customer context flows across teams and systems without duplication or manual synchronization. * Case and work order management to track customer issues, service requests, and field tasks from creation to resolution. * Workflow automation to assign work, trigger notifications, and coordinate tasks across front, middle, and back-office teams. * Self-service tools including portals, virtual agents, and knowledge bases that enable customers to resolve issues independently. * AI-assisted agent tools such as recommended actions, case summarization, and predictive routing that help agents work more efficiently. Agents direct and remain accountable for the use of AI features. * Configurable workspaces and playbooks that surface the right information and guide agents through consistent processes. {#crm-about-customer-relationship-mgmt__ul_xtp_zz4_z3c} ## Benefits {#crm-about-customer-relationship-mgmt__section_utt_14g_y3c} * Connect front, middle, and back-office teams so that customer issues can be tracked and resolved across departments without manual handoffs. * Provide agents and field technicians with a complete view of the customer, including account history, active cases, entitlements, and installed products. * Reduce contact volume and resolution time through self-service tools and automated workflows. * Manage the full product sales lifecycle, from lead and opportunity through order fulfillment, contract management, and renewal, on a single platform. * Extend core CRM capabilities with industry-specific workflows and data models tailored to telecommunications, financial services, healthcare, government, and technology providers. {#crm-about-customer-relationship-mgmt__ul_thm_21p_z3c} ## CRM products and solutions {#crm-about-customer-relationship-mgmt__section_qjl_h4g_y3c} Customer Service Management : The Customer Service Management application enables organizations to manage customer cases, automate service workflows, and give agents visibility into the customer systems and tools they need to deliver proactive support. Customer Service Management connects front, middle, and back-office teams so that issues can be tracked, escalated, and resolved efficiently. Field Service Management : The Field Service Management application enables organizations to manage work requests that require on-site service from field technicians. Field Service Management connects dispatchers, managers, and technicians through automated scheduling, mobile task access, and real-time visibility into work order status. Sales CRM : The Sales CRM applications, formerly Sales and Order Management (SOM), enable organizations to manage the product sales lifecycle, from pre-sales leads and opportunities through quote generation, order capture, order fulfillment, and post-sales contract management. Industry Solutions : Industry solutions extend the core CRM products with prebuilt workflows, data models, and case types tailored to specific verticals. Available industry solutions include Financial Services Operations, Healthcare and Life Sciences, Manufacturing Commercial Operations, Public Sector Digital Services, Retail, and Telecommunications, Media, and Technology.