Replaced a complex spreadsheet and email-based sales process with a unified CRM that automated lead routing, follow-up reminders, performance tracking and management reporting.
The client was a financial services company with a large field sales team selling insurance and investment products across multiple cities. Each sales executive managed their leads in their own spreadsheet, follow-ups happened through WhatsApp messages and calls were logged nowhere.
Management had no real visibility into pipeline health, conversion rates or individual performance without manually compiling numbers from each team lead's Excel file — a process that took 2 days every week.
Multiple third-party CRM products had been trialled and abandoned because they were not designed for the specific workflow of this business — the lead sources, the multi-step approval process for certain products, the branch hierarchy and the incentive calculation logic all required customisation that SaaS CRM vendors could not accommodate.
The CRM was built as a single-page web application with a RESTful Node.js backend. Real-time updates used Socket.IO so managers could see lead activity without refreshing. The mobile app was a React Native PWA to ensure it worked on the low-cost Android handsets the field team used.
The WhatsApp automation integrated with the WhatsApp Business API via a middleware layer, allowing follow-up messages to be sent from individual sales executive numbers (using API-assigned virtual numbers) so recipients saw a familiar contact.
A custom CRM built for your exact process delivers results that generic SaaS tools simply cannot match. Let's discuss.