Relationship Management Overview

What is Relationship Management?

  • Is it the same as CRM? Or
  • Is it the same as Customer Relationship Management?

So, it is an important to first position what is Relationship Management in NAV.

Relationship Management in NAV is more than just relations with customers:

  • You can track companies and persons, but they do not necessarily need to be customers already.
  • You can track process that precedes the activities of customers.
  • You can track information about vendors as well. So it is not only about customers but also about prospects and vendors.

Relationship Management is integrated in the ERP environment, and that has a number of benefits:

  • First of all, you have fast access to:
    • Invoice information
    • Payments
    • Reminders and
    • Much more transactional information which is of course embedded in our ERP.

    So the big advantage is that you do not have to write any integration at all to have access to all that information.

Key Aspects in Relationship Management

So, you will work with NAV Contacts and these contacts will be the base entity for the Relationship module:


Contacts can be companies or they might be person. Relationship Management gives us the opportunity to enter a Contact Type and that type can be Person or Company. Of course, this is relevant because for persons you want to record other information than you do for companies.

Segmentation, Profiling and Classification

In Relationship Management Segmentation, Profiling and Classification is very important, because later on you would like to communication with your contacts, however not all the contacts, maybe a sub section, for example you would like to filter on person with certain language, person with certain interest, and so on.

These activities are very important in Relationship Management, Marketing and Communication Management.

Interactions and Document Management

In NAV it is also possible to record Interactions. It might be things like E-Mails or Documents (quotes, invoices, reminders, etc.). So in Relationship Management you will be able to record all the interactions with your prospects, customers and vendors.


Another important feature in Relationship Management is to track and follow up on Opportunities. It is important because opportunities will fill your sales pipeline, later on you will be able to make orders and will be able to invoice.

You can track entire opportunity process in Relationship Management. As a consequence of opportunities, later on NAV Contacts will be transferred into Customers. You can also record all these transactions and interactions for vendors.

Native Integration with Microsoft Dynamics CRM

Last but not the least, you have a native integration between the Relationship Management module of NAV and Microsoft Dynamics CRM.

The Contacts in NAV is related to Accounts & Contacts in CRM.

NAV CRM vs Microsoft Dynamics CRM

The following table compares NAV CRM and Microsoft Dynamics CRM:

NAV Relationship Management Microsoft CRM
Customer and Vendor Contact Management Accounts, Contacts and Leads
Marketing Campaigns Marketing Campaigns / Many Third Party Options
Limited Outlook Integration Outlook Client
Dashboards Limited to Role Centres Robust Dashboard Functionality
Inside NAV, No Integration Required Integration Required, Effort varies with NAV Version

About Paresh Sharma

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