End-to-end automation with customer service integrated into the CRM
Automation that answers customers on three channels at any hour and records each lead's or customer's data in the CRM the company already used.
- Instant replies, day or night
- Leads in the CRM with no typing
- No duplicate records in the CRM
- Customer service on WhatsApp, Instagram and email
- 24h
The challenge
Messages arrived through WhatsApp, Instagram and email, and the reply depended on someone watching. After hours the lead went cold, and at peak times the queue grew faster than the team could answer. When someone finally replied, the lead's data still had to be copied into the CRM one by one, and the same customer ended up registered twice.
The solution
An automation that covers all three channels around the clock: it replies, qualifies and identifies whether the person writing is already a customer. The data collected in the conversation goes straight into the CRM the company already had, creating the lead or updating the existing record, and the conversation moves to the team, with its history, when the subject needs a person.
What was delivered
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Three channels, one logic
WhatsApp, Instagram and email handled by the same automation, with the same rules and the same tone.
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Replies at any hour
Immediate service by day, at night and on weekends, with no queue.
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Qualification in the conversation
The right questions at the right time, so the lead reaches sales with interest and context.
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New lead or existing customer
The automation recognizes who is already in the CRM and updates the record instead of creating a duplicate.
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Data in the existing CRM
Name, contact, interest and source channel recorded in the CRM the team already uses, with no change of tool.
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Handoff to the team
When the subject needs a person, the conversation goes to the service team with its history.
Modules
- 01
Automated service
Replies, frequently asked questions and data collection on all three channels.
- 02
Qualification
Rules that classify the interest and priority of each contact.
- 03
CRM synchronization
Creation and update of leads and customers, with the source channel recorded.
- 04
Handoff
Routing to the human team, with the full conversation attached.
Access profiles
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Customer
Uses whichever channel they prefer and gets an instant reply.
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Customer service
Receives only the conversations that need a person, with the history included.
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Sales
Finds the qualified lead in the CRM, ready to be approached.
Integrations
- Client's CRM
How it was built
- Automation Cloudflare Workers
- Runs close to whoever is writing, with no server to maintain, and keeps up with message volume at any hour.
- Integrations Channel and CRM APIs
- Connection to WhatsApp, Instagram, email and the client's CRM, with a log of every message and every record written.
Details
The problem was not a lack of channels, it was too many: three inboxes, each with its own pace, and a team that needed to be in all of them at once. A lead who wrote at eleven at night only got a reply the next day, after already talking to another company.
The automation does not replace the team, it takes the repetitive work off its hands. The first contact, the frequently asked questions and the data collection happen on their own, and the CRM receives each lead complete. The team keeps what needs people: negotiating, resolving exceptions and closing.
We built a dashboard in Next.js for the client’s internal technical team, and behind it we used Cloudflare Workers for the automations.
