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

 Release :

    - brazil

ft:locale :

    - en-US

ft:publication_title :

    - Brazil Sales Customer Relationship Management

ft:clusterId :

    - omgmt

bundleId :

    - omgmt

workflow :

    - Customer and Industry


---

# CRM Touchpoints

# CRM Touchpoints {#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 CRM Touchpoints

CRM Touchpoints is designed to help sales and service teams in ServiceNow capture, track, and manage customer engagements consistently throughout their relationship with your organization.
It consolidates all activities related to a specific customer interaction---such as discovery calls, demos, and follow-ups---into a single container called a touchpoint.
This centralized approach ensures nothing is lost across disconnected tools or personal notes while maintaining context by linking touchpoints to CRM entities like accounts, contacts, leads, and opportunities.
Show full answer Show less  

## Key Features

* **Unified Interaction Tracking:** Enables capture of all engagement activities in one system, reducing the need to switch between multiple platforms and minimizing data silos.
* **Customizable Touchpoint Types:** Allows creation of custom engagement types beyond the default discovery, demo, and customer business review to align with your organization's processes.
* **Integrated Scheduling and Communication:** Sales and service representatives can schedule meetings and calls, send emails, and log activities directly from the touchpoint record, ensuring all communications are captured and accessible to the team.
* **Engagement Categorization:** Touchpoints can be categorized as Pre-sales, Sales, Post-sales, or Partner, with selectable types to reflect the nature of the interaction.
* **Automatic Tracking:** The system automatically records completion timestamps and calculates the duration of engagements.
* **Role-Based Access:** Different user roles include Touchpoint admins (manage configuration and data policies), Touchpoint users (create and manage touchpoints), and Touchpoint viewers (gain visibility without editing rights).

## Practical Workflow for ServiceNow Customers

* **Administrators:** Install and configure CRM Touchpoints on your ServiceNow instance, set up communication channels (email, calls), and define custom touchpoint types as needed.
* **Sales and Service Representatives:** Create touchpoints linked to CRM entities, classify engagements by category and type, and manage activities like scheduling meetings, sending emails, logging calls, and creating tasks within the touchpoint.
* **Sales and Service Leaders:** Use touchpoint data to monitor engagement health and assess team productivity, ensuring effective and productive customer interactions.

## Key Outcomes

* Improved visibility into customer engagement history and interaction quality.
* Elimination of disconnected tools and data silos, boosting team collaboration.
* Enhanced ability to monitor and manage sales and service activities systematically.
* Streamlined communication and scheduling directly from customer engagement records.  
CRM Touchpoints helps sales and service teams capture, track, and act on customer engagements throughout the customer's association with your organization.

## CRM Touchpoints overview {#explore-crm-touchpoints__cf-exploring-parent-overview}

CRM Touchpoints provides sales and service teams a single, consistent system to plan, record, track, and act on customer interactions throughout the customer's association with your business. A touchpoint acts as a
single container for all activities related to a specific customer engagement such as discovery preparation, stakeholder alignment, or post-meeting follow-ups so that nothing gets lost across disconnected tools or personal to-do
lists. Link touchpoints to accounts, contacts, leads, and opportunities to preserve customer context and enable visibility into interaction history. It enables you to capture activities such as discovery calls, demos, and business
reviews across channels, enabling leaders to monitor engagement health and verify whether teams are interacting effectively and productively.

## CRM Touchpoints users {#explore-crm-touchpoints__cf-exploring-parent-users}

{#explore-crm-touchpoints__table_hyl_lms_13c__entry__2}

| User | Description |
|-|-|
| Touchpoint admin | Configures and manages the CRM Touchpoints application, and manages data retention policies. |
| Touchpoint users For example, sales development representatives (SDR), account executives (AE), sales representatives, and customer success managers (CSM) | Create touchpoints and capture activities against those touchpoints for the CRM entities they have access to. |
| Touchpoint viewer For example, managers, stakeholders | Gains visibility into various customer touchpoints without creating or modifying touchpoints. |
[Table 1. Users]

{#explore-crm-touchpoints__table_hyl_lms_13c}

## CRM Touchpoints workflow {#explore-crm-touchpoints__cf-exploring-parent-workflow}

The following illustration shows a typical workflow for using CRM Touchpoints to track customer engagements.
Figure 1. Capturing and tracking customer engagements with CRM Touchpoints  
1. As an administrator, install and configure the CRM Touchpoints application on your ServiceNow instance.
2. Set up communication channels such as emails and calls that your organization uses for interacting with customers.
3. If useful, set up custom touchpoint types in addition to the default types of discovery, demo, and customer business review (CBR) to match your organization's specific engagement processes.
4. As a sales or service representative, create a touchpoint record and associate it with a CRM entity such as a lead, opportunity, or account.
5. Set the touchpoint category to Pre-sales, Sales, Post-sales, or Partner, type as Discovery, Demo, CBR, or a custom type, and a primary communication channel.
6. As engagement activities occur, schedule meetings and appointments, send emails, log calls, and create tasks directly from the touchpoint record.
7. When the engagement is complete, update the touchpoint status and record the outcome. The application automatically captures completion timestamps and calculates duration.
8. As a sales or service leader, review touchpoint data to measure engagement health and team productivity.
{#explore-crm-touchpoints__cf-exploring-parent-workflow-ol}

## CRM Touchpoints benefits {#explore-crm-touchpoints__cf-exploring-parent-benefits}

{#explore-crm-touchpoints__table_kyl_lms_13c__entry__3}

| Benefit | Feature | Users |
|-|-|-|
| Capture and track all engagement activities in a single system, eliminating the need to switch between multiple tools and reducing data silos. | [Create a CRM touchpoint](https://www.servicenow.com/docs/MR9b8jOseQc9I_csed1vtg "Create a CRM touchpoint to log and track customer interactions across the sales cycle. Link touchpoints to accounts, contacts, and associated records to maintain a complete interaction history and support timely follow-ups.") | Sales representative |
| Classify engagements by category and type to match your organization's specific sales and service processes. | [Create custom touchpoint types](https://www.servicenow.com/docs/i3ojjEaXsbBN3uXXs8QZvQ "Create touchpoint types in Activity Management tailored to your sales organization's workflow to capture activities beyond the standard Discovery, Demo, and CBR types.") | CRM Touchpoints admin |
| Schedule meetings with customers and stakeholders directly from the touchpoint record to align teams and avoid scheduling conflicts. | [Schedule a meeting from a touchpoint](https://www.servicenow.com/docs/siiJ6EBH2iW6JsDHZelKLw "Schedule meetings with leads, opportunities, and accounts directly from the touchpoint record. Align internal and external stakeholders, avoid scheduling conflicts, and build a timeline view of customer interactions for risk analysis and planning future actions.") | Sales representative |
| Track customer follow-ups by scheduling calls directly from the touchpoint record. | [Schedule a call from a touchpoint](https://www.servicenow.com/docs/tubYWk3ATywZVwDvSVyrGA "Plan and track customer calls to organize and manage follow-ups and outreach and maintain a complete interaction history.") | Sales representative |
| Send emails without having to leave the workspace, ensuring all communications are logged and accessible to the entire account team. | [Send an email from a touchpoint](https://www.servicenow.com/docs/QAgnnWh7LpA9Ri~8Kcc~wg "Send emails to customers and stakeholders directly from a touchpoint record without having to leave the workspace. Emails are stored in the CRM system so other agents, managers, and customer success managers have full context about interactions with the customer or account.") | Sales representative |
[Table 2. CRM Touchpoints benefits]

{#explore-crm-touchpoints__table_kyl_lms_13c}

## What to explore next {#explore-crm-touchpoints__cf-exploring-parent-links}

To learn more about configuring and using CRM Touchpoints, see:

* [Configuring Activity Management](https://www.servicenow.com/docs/YLTYkgbL2daYEtpYO3lfGw "Install and configure the necessary plugins for enabling Activity Management features.")
* [Using Activity Management](https://www.servicenow.com/docs/E6DdiF3bRtHZCAXWRObaVw "Activity Management enables you to log and track every customer interaction across the sales cycle. Touchpoints provide a method to record meetings, calls, appointments, and emails. You can use the Microsoft Outlook add-in to associate emails and create CRM records without leaving your inbox.")
* [Activity Management reference](https://www.servicenow.com/docs/KYPATdGlZvnXkpCdDKyVMQ "Reference topics provide additional information about the Activity Management application.")
{#explore-crm-touchpoints__ul_hf5_wn5_j3c}