1. A computer system comprising: a customer relationship management system having a customer relationship management database; a database management system comprising a set of databases, wherein at least one of the databases is the customer relationship management database; a web service component communicatively coupled to the customer relationship management system; a document application associated with an electronic document; a content and action service communicatively coupled to the web service component and the document application, that identifies a recognized phrase in the electronic document and calls a function of the web service component after identifying the recognized phrase, based on a recognized association between the web service component function and the recognized phrase; an application integration and rendering module communicatively coupled to the context and action service and the document application, that collects data resulting from calling the web service component function and displays the data based on formatting instructions, wherein the data resulting from calling the web service component is displayed in a task pane simultaneously with the electronic document, and the formatting instructions are based on a context and content of the recognized phrase; and a processor operable to implement one or more of the customer relationship management system, the database management system, the web service component, the document application, the content and action service, or the application integration and rendering module.