CRM Touchpoints

  • Release version: Australia
  • Updated March 12, 2026
  • 2 minutes to read
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    Summary of CRM Touchpoints

    CRM Touchpoints is a ServiceNow application designed to help sales and service teams capture, track, and manage customer engagements throughout their entire relationship with your organization. It provides a unified system to plan, record, and act on interactions, consolidating activities such as discovery calls, demos, and business reviews into a single container called a "touchpoint." Touchpoints can be linked to CRM entities like accounts, contacts, leads, and opportunities, preserving context and maintaining visibility into interaction history across channels.

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    Key Features

    • Centralized Engagement Tracking: Enables users to create touchpoint records associated with CRM entities, capturing all relevant activities and communications in one place.
    • Customizable Touchpoint Types: Administrators can configure custom engagement types beyond the default (discovery, demo, customer business review) to align with specific organizational processes.
    • Integrated Communication Tools: Users can schedule meetings and calls, send emails, log calls, and create tasks directly from touchpoint records, ensuring all interactions are logged and accessible to the team.
    • Role-Based Access: Distinct user roles include Touchpoint admins (configuration and data management), Touchpoint users (sales and service reps creating and updating touchpoints), and Touchpoint viewers (managers and stakeholders with visibility access).
    • Automated Tracking: The system automatically records timestamps and calculates engagement durations when touchpoints are completed.

    Key Outcomes

    • Elimination of Data Silos: Consolidates customer engagement activities into a single system, reducing the need to switch between multiple tools.
    • Improved Engagement Visibility: Provides sales and service leaders with insights into engagement health and team productivity through comprehensive tracking of customer interactions.
    • Enhanced Team Coordination: Scheduling features within touchpoints help align customer and stakeholder meetings, minimizing conflicts and ensuring follow-ups are tracked.
    • Consistent Customer Context: Linking touchpoints to CRM records maintains a continuous history of interactions, supporting more informed and effective customer engagements.

    Next Steps for ServiceNow Customers

    To leverage CRM Touchpoints effectively, administrators should install and configure the application within their ServiceNow instance, set up relevant communication channels, and tailor touchpoint types to their organization's needs. Sales and service teams can then begin creating and managing touchpoints to capture all customer engagement activities. For detailed guidance, customers should explore configuration and usage documentation related to Activity Management within 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. 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: