CRM Touchpoints

  • Release version: Australia
  • Updated March 12, 2026
  • 2 minutes to read

    • 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

    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

    Table 1. Users
    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.

    CRM Touchpoints 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
    Infographic showing how sales representatives use CRM Touchpoints to plan and track engagement activities with prospects or customers using various channels. For details, refer to the following description.
    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.

    CRM Touchpoints benefits

    Table 2. CRM Touchpoints benefits
    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 Sales representative
    Classify engagements by category and type to match your organization's specific sales and service processes. Create custom touchpoint 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 Sales representative
    Track customer follow-ups by scheduling calls directly from the touchpoint record. Schedule a call from a touchpoint 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 Sales representative

    What to explore next

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