A showcase of a CRM web app built specifically for internal company use. The third-party software the company used had limitations in requesting new features. The objective was to implement custom functionalities tailored to their specific needs and enhance business efficiency.
Development Process
The company relied on third party software to manage the customer relationships. However, many of the features are underutilized, as most customer primarily preferred using WhatsApp to communicate issues. So we decided to build a CRM that focuses on WhatsApp communication.
We held a meeting and discussion with PM and devs and the objectives are:
- Fast and reliable service
- System that follows specific rules about customer complaint flow
- Several custom functionalities
Research and Pre-design
Some of the APIs are already built and some of the requirements have been discussed, the rest is to validate the discussed objectives align with the tech stack. We took one sprint to explore several CRM apps and iterate on the findings.
Fast in User Experience
We frequently heard feedback from our users, saying, "It would be nice if it took fewer steps to get things done." In response, our priority is to ensure that the most important actions are displayed prominently and are easy to access.
For example, when user needed to grab a ticket quickly, we implemented a hover action that allows them to do so effortlessly.
During early development, user needs often change, and we adapt to those changes as required.
Customer Complaint Flow
In this company, there are specific rules for handling complaints, including ticket numbers and several Service Level Agreements (SLAs). One of them is how complaint are handled.
The interface also reflects which state of the flow the user is in, indicating their position in the process. Each state has different actions.
Custom Functionalities
Based on the discussions with the PMs, and APIs that are already made, there are some custom features that needs to be implemented.
Inbox Message Blur
The objective is to prevent agents from seeing and selectively picking issues. This issue occurred in some divisions, so we made it as an adjustable setting
Different Inbox Filters
Most CRM systems uses a single filter for all inboxes (Queue, Assigned, Done). Our user requirements specify that each inbox should have its own distinct filter.
Multi Number Indicators
Indicators are considered valuable to our users for identifying which phone number a customer used to send a message, as we support multiple phone numbers. We implemented a colored line, and user can see which number corresponds to each color by hovering over the colored line.
Custom Report with Specific Variables
There are certain metrics that need to be collected and reported to evaluate each agent. One of the user requirements is a heatmap that displays the times when customers most frequently submit complaints.
The Impacts
After reviewing a lot of feedbacks, users have been proven to be satisfied with our custom made CRM. They are no longer overwhelmed with features that often unused, Instead, users are benefiting from features designed to ease their workflow.
Moreover, since the app is developed by our internal team, the overall operation cost has been significantly reduced. Service maintenance has also become more efficient, as users can easily submit feedback or feature requests.