Custom CRM with integrated AI

What we solve

We start from your real commercial process: how a contact arrives, which steps it follows and who takes part. The CRM reflects those stages instead of forcing your work into a generic tool.

AI is integrated individually into agreed tasks: for example, summarising a customer's history, classifying enquiries or drafting a follow-up. We define authorised data, human review and acceptance checks for each function before launch.

We build the CRM around your workflows, import the agreed data and connect existing systems where feasible. Role permissions, export and maintenance responsibilities are agreed in writing, alongside AI providers and costs.

Common problems

• Customers live in phones, email and several sheets at once
• Follow-ups depend on memory and opportunities are lost
• Nobody knows the status of each quote or project
• Data is duplicated and nobody trusts it
• Your current CRM misses a critical stage or cannot connect to the tools you use

An illustrative example

Fictional case for defining the project: an installation business keeps an accepted quote and a later version with changes that still awaits a reply. Preparing the call means distinguishing the two versions, not just gathering them in one record.

Proposal to assess: associate each version with its date, status and owner. If an AI summary is included, agree which documents it may consult and how it will show references so a person can check the summary before using it.

Proposed test criterion: given those two sample quotes, the summary must distinguish the accepted one from the revised version awaiting a reply; it must not present the earlier acceptance as approval of the changes. If records conflict or the reply is missing, it must flag the uncertainty for review. This is a case to agree and check, not a feature already tested in your business.

An illustrative scenario explaining the service; not the outcome of a real customer nor a promise of results.

What the engagement includes

• An initial comparison of standard adaptation and custom development
• A pipeline configured with your real stages
• An initial import of customers and opportunities
• Integrations with the tools included in scope
• Role permissions and an activity log
• Usage training for your team
• Documentation and a full export of your data

What we need from you

• For the first enquiry: describe an opportunity's stages, from arrival to closure, and who decides each change
• Say where you keep customers, quote versions and replies; tool and column names are enough, without customer records
• Choose one specific task to assess with AI: what information it would receive and what output a person would review
• Prepare a fictional or authorised anonymised example with the expected result and an uncertain case that must go to review
• Identify tools that should share data, what must stay outside and who would validate the workflow; import and access are agreed later

Scope and costs

The decision is based on observable signals: if your process is common and a standard tool covers the required stages, permissions and integrations, adapting it is usually sensible; if it forces duplicate work, misses a critical stage or traps your data, we study a custom solution or an intermediate integration.

Scope is agreed in writing: stages, data sources to import, integrations and training included. We start with the essentials and extend if usage justifies it.

Your data stays exportable at all times. Hosting or third-party service costs are estimated separately; we do not claim a CRM replaces invoicing software adapted to tax rules.

Frequent questions

How do we assess an AI function before including it in the CRM?

We agree the task, authorised sources, who reviews the output and which cases must stop for review. For a quote summary, for example, we propose checking accepted versions, pending changes and conflicting records with fictional or authorised anonymised examples. The scope must state how references can be checked and what AI may change; summarising a file does not mean approving a quote, confirming payment or sending a message. Specific integrations and checks are assessed and agreed for each project.

Why not use HubSpot, Salesforce or another standard CRM?

Sometimes they are the best option and we will tell you. A custom CRM pays off when you pay for much you never use or your process does not fit their stages.

Can you tell me whether a standard CRM is enough?

Yes. We review your stages, data, users and integrations; if a standard tool covers what you need with reasonable adaptation, we will say so. If critical friction remains, we define the scope of an integration or custom CRM.

Does the CRM include invoicing?

It can record amounts and payment states, but we make no tax compliance claims: invoicing still needs your software and your adviser.

Can I recover my data if I stop using it?

Yes. A full export of your data is part of the delivery and stays documented.

How many people can use it?

As many as your team's scope defines. Users, workload, hosting, third-party licences and support affect the proposed cost, which is agreed in the proposal.

Keep exploring

Process automation ↗

Systems integration ↗

Custom or standard CRM: compare stages, permissions and costs↗

Scope depends on the process, data and existing systems. We assess feasibility, risk and applicable obligations before proposing a solution.