Insurance client
CRM 360-Degree View
Rebuilt a CRM so every customer interaction, from calls to email and SMS, resolved into one reliable and complete account timeline.
The client’s CRM held only part of the story. Phone calls lived in the telephony system, email in mailboxes, SMS in a separate gateway, so the CRM record showed whatever someone had remembered to log. Staff opened an account without knowing what had already been said to that customer.
What we built
A rebuild centred on capturing interactions automatically rather than relying on manual logging.
- Calls, email and SMS ingested from their source systems and attributed to the right account
- Identity resolution, so interactions across channels and contact details land on one customer
- A single chronological timeline per account
- Deduplication and data-quality rules applied on the way in, not cleaned up afterwards
Why it mattered
Manual logging fails quietly: the record looks complete and isn’t, which is worse than an obvious gap. Capturing at source removed the discretion, so the timeline reflects what actually happened.
Staff now open an account already knowing its history, which shows up directly in how the next conversation goes.