NAV's Relationship Management (RM) functionality is definitely the little sister (or, if you prefer, little brother) of the fully featured standalone Microsoft CRM system and the new Dynamics 365 for Sales and Dynamics 365 for Marketing. The big advantage of NAV RM is its tight integration with NAV customer and sales data. With NAV 2016, Microsoft introduced a new way of integrating with CRM using OData.

Also falling under the heading of the customer relationship module is the NAV Service Management (SM) functionality. While the RM component shows up in the menu as part of sales and marketing, the SM component is identified as an independent function in the menu structure:

• Relationship management:
  • Marketing campaigns - plan and manage promotions
  • Customer activity tracking - analyze customer orders
  • To do lists - manage what is to be done and track what has been done
• Service management:
  • Service contracts - support service operations
  • Labor and part consumption tracking - track the resources consumed by the service business
  • Planning and dispatching - managing service calls