The goal of a CRM Service 11i implementation is to optimize the customer experience while streamlining the backend business processes. This can be accomplished by integrating Oracle 11i technology with intelligent business processes, the result of which reduces the cost of service and enhances the customer experience. A process that exemplifies these concepts is a customer shipment placed directly from Service. Presentation will begin with an overview of Service, but then delve into particular scenarios that Oracle Services optimizes using process flows and screenshots to illustrate the benefits.