WEB · CUSTOM CRM
A CRM that fits how you sell, not the other way round
Off-the-shelf CRMs ask your team to change how they work, so they often end up half-used next to a spreadsheet. We build CRMs around your actual sales process, with AI that takes care of the admin.
Why so many CRMs end up ignored
A familiar pattern: the business buys a well-known CRM, spends weeks configuring fields it does not need, and a year later the sales team still keeps the real pipeline in a spreadsheet and their inbox. Enquiries from the website sit unanswered over a weekend. Nobody can say which marketing channel produced last quarter’s best customers.
A custom CRM starts from your process: how enquiries arrive, who qualifies them, what a quote involves, when follow-ups happen and what counts as won. We build exactly those stages and screens, connect them to your website, email, phone and advertising, and add AI features that remove the typing. Your team spends its time on conversations rather than data entry.
What’s included
Process mapping
Workshops with the people who sell and serve customers, written up as a clear map of stages, roles and handovers.
Built-to-fit CRM
Contacts, companies, pipeline stages, quotes and tasks designed around that map, with only the fields you actually use.
Lead capture and routing
Enquiries from website forms, ads, email and calls captured automatically and routed to the right person.
AI lead scoring
Each new enquiry scored against the patterns of your past customers, so your team knows which to answer first. The score supports a person’s judgement rather than replacing it.
AI summaries and drafts
Summaries of long email threads and call notes, plus suggested follow-up drafts that your team edits and sends.
Reporting
Dashboards showing pipeline value, conversion by stage and which channels bring the customers who actually buy.
AI AT WORK
Where AI does the work
AI DOES
- Scores new enquiries by comparing them with the customers you have won and lost before
- Summarises email threads and call notes into a few lines on the contact record
- Drafts follow-up emails and flags deals that have gone quiet for too long
YOUR SPECIALIST DECIDES
- Your team decides which leads to pursue and what to say to them
- Every AI-drafted message is reviewed and sent by a person, never automatically
- Your director agrees with you which data the AI may use, in line with UK GDPR
How we work
- 01Map the processInterviews and workshops to document how enquiries become customers today, including the workarounds.
- 02MandateScope, integrations, AI features, data protection approach, budget and success measures agreed in writing.
- 03Build in stagesA working core first, such as capture and pipeline, tested by your team before we add scoring, summaries and reporting.
- 04Migrate and trainExisting contacts and deals imported and cleaned, and your team trained on the system they will use.
- 05RefineA review after real use, adjusting stages, fields and AI behaviour based on what the team actually needs.
HOW WE MEASURE
How we measure it
A CRM is worth having if the team uses it and fewer opportunities slip. We track both.
- Response time from enquiry to first reply
- Conversion rate between pipeline stages, and won revenue by source
- Adoption: share of deals and activity recorded in the CRM rather than outside it
Is this right for you?
- Your sales process does not fit the standard CRMs you have tried
- Enquiries arrive through several channels and some are missed or answered late
- You want AI to save your team time on admin while people keep control of customer contact
An indication, not a quote.
Questions we are asked
Why build a custom CRM instead of using an off-the-shelf one?
Off-the-shelf CRMs suit many businesses, and if one fits you we will say so. A custom CRM makes sense when your process is unusual, when you need tight integration with existing systems, or when licence costs for a large CRM outweigh the features you use. It contains only the stages and fields your team needs, which makes it far more likely to be used.
How does AI lead scoring work?
The system compares each new enquiry with the enquiries you have won and lost in the past, looking at factors such as source, sector, company size, the service requested and how the enquiry was worded. It gives a score and a short reason. Your team uses the score to prioritise, but the decision to pursue or drop a lead always stays with a person.
Is our customer data safe in a custom CRM?
Data protection is designed in from the start. We agree in writing where data is hosted, who can access it, how long it is kept and which data the AI features may process, in line with UK GDPR. Access is permission-based, actions are logged, and personal data is not sent to AI services without your agreement on the provider and terms.
Can the CRM connect to our website and advertising?
Yes. Website forms, landing pages and lead forms from advertising platforms can feed the CRM directly, with the source recorded on each contact. That means you can see which campaigns produce customers who actually buy, not just enquiries. The same data can inform your advertising, which our performance tracking service covers in more depth.