CRM Touchpoints
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. CRM Touchpoints enables you to capture activities such as discovery calls, demos, and business reviews across channels, enabling leaders to monitor engagement health and verify if the teams are interacting effectively and productively.
CRM Touchpoints users
| User | Description |
|---|---|
|
Touchpoint admin |
Configures and manages the CRM Touchpoints application, defines custom touchpoint types, configure fields based on touchpoint categories and types, and manage data retention policies. |
|
Touchpoint user (For example, sales development representatives (SDR), account executives (AE), sales representatives, and customer success managers (CSM)) |
Creates touchpoints and captures 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 describes a typical workflow for using CRM Touchpoints to track customer engagements.
- As an administrator, install and configure the CRM Touchpoints application on your ServiceNow instance.
- Set up communication channels such as emails, calls that your organization uses for interacting with customers.
- Optionally, 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.
- As a sales or service representative, create a touchpoint record and associate it with a CRM entity such as a lead, opportunity, or account.
- Set the touchpoint category as Pre-sales, Sales, Post-sales, or Partner, type as Discovery, Demo, CBR, or custom type, and primary communication channel.
- As engagement activities occur, schedule meetings and appointments, send emails, log calls, and create tasks directly from the touchpoint record.
- When the engagement is complete, update the touchpoint status and records the outcome. The system automatically captures completion timestamps and calculates duration.
- As a sales or service leader, review touchpoint data to measure engagement health and team productivity.
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 |
| Stay on top of customer follow-ups by scheduling calls directly from the touchpoint record. | Schedule a call from a touchpoint | Sales representative |
| Send emails without leaving the workspace, ensuring all communications are logged and accessible to the entire account team. | Send an email from a touchpoint | Sales representative |
| View a complete audit trail of all engagement activities, providing full context for account and opportunity teams. | Sales representative, manager |