CRM

The problem

Customer information tends to end up scattered: contacts in a spreadsheet, conversations in WhatsApp, calls in a phone log, leads in someone's memory. Follow-ups get missed, teams ask customers questions they already answered, and nobody has a full view of where a relationship stands. For a platform unifying calling, WhatsApp, chatbots and email, a shared record of the customer was not optional.

How I approached it

I started by mapping how teams actually manage customers across channels, from the first enquiry to the follow-up, and where information gets lost in between. Out of that came a clear priority: one simple, unified dashboard where every contact and every conversation sits together, rather than a feature-heavy CRM that needs training before it is useful.

I shipped it alongside voice calling and messaging so that every channel writes to the same place from day one. That meant working closely with engineering on how data flows between modules, and with design on keeping the dashboard simple enough to open and understand in seconds.

The outcome

The CRM module brings customer data, contacts and conversations into one place, giving businesses a single view of each customer and a reliable base for follow-ups and automation.

What it taught me

The best CRM is the one people actually keep up to date, which usually means the one that updates itself.