CRM Sales | Day 2| Now Create | Learning Path and CSM introduction

Key Topics Covered

1. CRM vs CSM

CRM (Customer Relationship Management) focuses on the journey before and during a sale:

Lead Management

Opportunity Management

Quote Management (CPQ)

Order Management

CSM (Customer Service Management) focuses on after-sales service and support.

CRM does not replace CSM; both work together. [CRM Sales...Class (1) | Word]

2. Lead-to-Cash Process

The instructor explained the CRM sales lifecycle:

Plain Text

Lead

↓

Opportunity

↓

Quote (CPQ)

↓

Order

↓

Customer Service & Support

Example:

A marketing email creates a lead.

Customer interest becomes an opportunity.

Customer requests pricing and receives a quote.

Acceptance becomes an order.

Ongoing support and renewals create additional business opportunities. [CRM Sales...Class (1) | Word]



3. Order Management

Using the washing machine example, the session explained how order management handles:

Product variants and configurations

Order placement

Delivery

Address changes

Installation scheduling

Warranty registration

Returns and replacements

Product relocation requests

Order Management supports the entire lifecycle from purchase to post-sale activities. [CRM Sales...Class (1) | Word]



4. ServiceNow CRM Ecosystem

The instructor introduced major CRM-related areas within ServiceNow:

Lead Management

Opportunity Management

Quote Management

Order Management

Field Service

Customer Service

Customer Relationship Management

These capabilities sit on top of the CSDM (Common Service Data Model) foundation. [CRM Sales...Class (1) | Word]



5. Importance of CSDM

CSDM provides the common data structure used across ServiceNow.

Products and services are modeled consistently.

Acts as the foundation for CRM, CSM, ITSM, and other ServiceNow applications. [CRM Sales...Class (1) | Word]



6. ServiceNow Best Practices Website (Formerly Now Create)

The trainer recommended using ServiceNow's Best Practice repository because it provides:

Workshop decks

Process documentation

Flow diagrams

Standardized implementation guidance

Customer-facing presentations

These assets are used both for:

Learning

Customer workshops and consulting engagements [CRM Sales...Class (1) | Word]



7. CRM Learning Path

Recommended progression:

Plain Text

CSM Fundamentals

↓

CRM Sales

↓

Sales & Order Management

↓

Advanced CRM Topics

Key CRM topics:

Lead Management

Opportunity Management

Pricing Management

Quote Management

Order Management

Lifecycle Management [CRM Sales...Class (1) | Word]



8. Customer Service Management (CSM) Fundamentals

The trainer used a customer support example to explain CSM:

Customers can:

Call

Email

Chat

Use Self-Service Portals

The system then:

Logs a case

Tracks SLAs

Schedules engineers

Manages warranties

Handles entitlements

Creates work orders

The objective is faster service and better customer experience. [CRM Sales...Class (1) | Word]



9. Modern Customer Service Model

Traditional Model:

Plain Text

Customer → Shopkeeper → Manufacturer

Modern Model:

Plain Text

Customer → Company Customer Care → Resolution Team

Benefits:

Faster support

Better tracking

Digital records

SLA-based resolution

Improved customer satisfaction [CRM Sales...Class (1) | Word]



10. Career Guidance

Learning CSM and CRM:

Does not create a new job role by itself.

Expands capabilities for existing roles:

Developer

Architect

Business Process Consultant

Platform Consultant

It strengthens a ServiceNow professional's portfolio. [CRM Sales...Class (1) | Word]