121 CRM working template · CRM requirements brief

CRM requirements brief: structure the work before configuring it.

Clarify the business need before comparing software. This template provides a compact working structure, prompts for the information that matters and shows how Field & Form might complete it. It is guidance, not proof of legal, commercial or operational sufficiency.

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Customer Thread

CRM requirements brief at a glance

Illustrative example

Outcome to improve
State the fact or decision in plain English.
Users and responsibilities
Add enough evidence for another person to understand the record.
Required customer journeys
Add enough evidence for another person to understand the record.
Exceptions and acceptance tests
Name who checks it and what happens next.
Human decision

Fictional completed example for Field & Form, a landscaping business.

Fictional completed extract

See the crm requirements brief in use

The interface illustrates a working decision record, with ownership and review visible.

121 CRM · Control responsibilities

Control questionOwnerNext check

Who can export customer data?CustomerConfirm

Who changes workflow permissions?Agreed scopeRecord

What happens at account closure?SharedDefine

Which suppliers process data?SharedCheck

Illustrative exampleIllustrative governance pattern. It does not assert that a specific technical control or certification is in place.

Inside the working system

See what each part contributes.

The CRM is easier to plan when contacts, conversations, work, access and automation are treated as separate capabilities with clear responsibilities.

Capability 01

Contacts

Stores a person or lead with contact details, activity, ownership and related records.

How it works: Stores or organises supported business data under configured fields, permissions and record rules.
Why use it: Gives a team one place to understand who a customer is and what has happened.
Plan for: The platform does not make imported, duplicated or incomplete data accurate without review.
Your team owns: A data owner must define the record model and resolve quality, ownership and access exceptions.

Capability 02

Users, roles and permissions

Controls whether a user acts at agency or sub-account level and which supported areas they can access.

How it works: Controls agency or sub-account configuration that determines access, packaging, governance or billing.
Why use it: Limits day-to-day access to the work a person actually needs to perform.
Plan for: Availability and control depth depend on agency plan, role and current account configuration.
Your team owns: An authorised administrator must review, approve and audit material changes.

Capability 03

Workflow builder

Combines a start event with an ordered sequence of configurable actions.

How it works: Runs an ordered sequence only after its configured trigger and conditions are met.
Why use it: Turns a repeatable customer process into a visible, reviewable flow.
Plan for: Automation follows its configuration; it cannot repair poor data, unclear rules or an unavailable external service.
Your team owns: A process owner must approve, test, monitor and pause or correct faulty automation.

Capability 04

Dashboards

Combines supported widgets and filters into an operational view for ongoing monitoring.

How it works: Aggregates eligible source data into configured dashboards, reports or exports.
Why use it: Helps a team review the few measures needed for the next decision.
Plan for: A report reflects available source data and configuration; it does not prove causation or data completeness.
Your team owns: A person must interpret results, investigate gaps and decide what action is justified.

How to use it

Complete the crm requirements brief in a short working session

Bring the people who understand the source work and the people who will own the result. Complete the first version with evidence to hand, then test it rather than polishing it in isolation.

Set a narrow scope

Name the process, team, data population and decision covered by this crm requirements brief. Create another record when the owner, purpose or risk is materially different.

Use observable wording

Write facts, rules and expected results that another person can inspect. Replace words such as “quick”, “complete” or “automatic” with a time, population, event or named responsibility.

Human review point

Record uncertainty

Mark missing evidence and unresolved decisions openly. Do not turn an unknown entitlement, data condition or approval into a positive answer simply to complete the sheet.

Fields to complete

The four parts of this crm requirements brief

The prompts are deliberately small. Add a field only when it changes configuration, testing, ownership or a later decision.

1. Outcome to improve

Describe outcome to improve for the exact scope being reviewed. Include the source of the information, the person responsible for keeping it current and the evidence that would show the entry is wrong or incomplete.

2. Users and responsibilities

Describe users and responsibilities for the exact scope being reviewed. Include the source of the information, the person responsible for keeping it current and the evidence that would show the entry is wrong or incomplete.

3. Required customer journeys

Describe required customer journeys for the exact scope being reviewed. Include the source of the information, the person responsible for keeping it current and the evidence that would show the entry is wrong or incomplete.

4. Exceptions and acceptance tests

Describe exceptions and acceptance tests for the exact scope being reviewed. Include the source of the information, the person responsible for keeping it current and the evidence that would show the entry is wrong or incomplete.

From record to action

Check the handover before approval

A second view shows how the recorded decision should connect to testing, exceptions and accountable human review.

121 CRM · Connected operations

Book discovery

October · illustrative availability

MTWTFSS1234567891011121314

11:3014:00

Appointment sequence

Booked

Calendar entry created

1 day before

Reminder scheduled

Exception

Owner reviews a reply

Journey summary

New

Illustrative

Owned

Illustrative

Due

Illustrative

Website

Referral

Direct

Illustrative exampleAll dates, counts and workflow states are fictional. Availability and behaviour depend on the agreed setup.

Fictional example

A completed extract for Field & Form

Field & Form uses the template for one bounded CRM change. The example is intentionally modest: it shows the quality of a useful entry without suggesting a universal answer.

Outcome to improve

The team wants one agreed record and owner for website enquiries received during working hours. Success means each valid enquiry has a source, owner and dated next action.

Users and responsibilities

Amina owns the working definition; Sam covers absence. The office team can edit the record, while managers can review exceptions and results.

Required customer journeys

The team tests five ordinary examples plus a duplicate, an opt-out, missing information and an unassigned record. Every mismatch is logged for correction.

Exceptions and acceptance tests

A person reviews the result after two weeks. Activation or wider use proceeds only if the sample reconciles and staff can handle exceptions without a private workaround.

Review before use

Treat the template as a decision record, not a certificate

A completed worksheet helps people inspect their reasoning. It does not itself establish compliance, product availability or a successful implementation.

Check the evidence

Ask whether every important statement has an identifiable source and whether that source covers the current scope. Recheck vendor capability and account configuration separately.

Test the handover

Give the record to someone who did not write it. If they cannot explain the owner, rule, exception and next action, revise the wording before relying on it.

Set a review trigger

Review after a failed test, material process change, supplier change, new channel, altered responsibility or evidence that staff are bypassing the agreed method.

Questions about this page

Useful answers, without the sales fog.

1. Can we use this crm requirements brief without changing it?

Use the structure as a starting point, but adapt the scope, fields, evidence and approvals to the real process. Delete prompts that do not affect a decision and add only those you can maintain.

2. Is the crm requirements brief a legal or compliance template?

No. It is an operational planning aid. Obtain appropriate professional advice where the work involves legal, regulatory, contractual, clinical or other specialist obligations.

3. Does completing the crm requirements brief confirm a 121 CRM entitlement?

No. Product features and account availability must be checked against the live configuration and agreed commercial scope before implementation.

4. Who should approve the completed crm requirements brief?

The person accountable for the affected process should review it with the people responsible for data, configuration, customer communication and exception handling.

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